Practical Web Analytics for User Experience

Chapter 8

Click-Path Analysis

Contents

Introduction

Focus on Relationships between Pages

Navigation Summary

“Visitors Flow” Report

Analyzing How Users Move from One Page Type to Another

An Example: AwesomePetToys.com

Key Takeaways

Introduction

Getting insight into how users move from one page to another, also known as click-path analysis, is a powerful capability. However, there is one important thing to remember: there is no way that you can characterize a “common path” unless you have a very small and/or very linear website. For many people, this is disappointing to learn because they want a simple story of how people move through their website. Consider Figure 8.1, a fictional example website.

Figure 8.1 The difficulty of click-path analysis ...