Online Publishing Insider – Is User Path Analysis The Right Path? November 11, 2008
Posted by Mark Blei in : Uncategorized , trackbackHow many times have you heard the term “User Path Analysis” being mentioned as something you should conduct for your site? If you have anything to do with managing a Web site or Web analytics, chances are, you have considered it… or maybe gone down that path!
Pathing is, as expected, the path a visitor takes through a site. It is literally a flowchart of how a visitor makes his way from the landing page to the exit page and the content consumption between these two.
It does, thus, seem intuitive to want to analyze this user path — to determine the most common path users take before a desired outcome (a purchase, a request for information, etc.). This information can then be used to modify site navigation or copy to push visitors down that trusted, successful path. This approach, however, is not as efficient as it sounds.
For one, consider the number of paths a visitor could take. An example:
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