5. Website Structure
In the last chapter, we showed how deepening our understanding of what visitors did in the digital world can help us understand who they are. That seems right and is almost always true. But it’s not as consistently true as we might like to think. The problem is that digital properties—websites and mobile apps—have a structure. Visitors don’t hop from place to place at their will. On any given page of a website, a set of links defines where else in the digital property users can go. What’s more, some of those links are huge and prominent, whereas others are tiny and buried in the bottom of a long page. This navigational structure makes a profound difference to our measurement strategies because it creates powerful correlations ...
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