Click Paths

Click Path analysis should be used to improve a web site. It looks at the paths users take while using a web site. It captures each page view on the web site. and displays the frequency of that path. Where the analysis of paths is truly helpful to the e-business consultant and marketing executive is when it can pinpoint bottlenecks and drop-off points of a web site.

We can help you with your Web sites Click Path analysis and how it can be applied to improve your site architecture and deliver better bottom-line results.

Introduction to Click Path Analysis
The work of any individual from e-business consultant to marketing executive is often very busy with projects and reports as far as the eye can see. When it comes to web site. analysis, it’s not surprising to see business managers and owners rolling their eyes thinking about how much work it is to analyze server and traffic logs.

Path Analysis also pinpoints areas where abandonment's may be highest or where bottlenecks occur. For example, a vehicle resource company had a 7-step new car pricing process but learned that friction points only occurred at the beginning and at the end of the process. Path Analysis showed that through the middle steps, users were not dropping off the path at all.

A primary goal for a clean, efficient click path is to minimize premature Web site exits and cart abandonment's.

Two clicks versus three clicks
The golden rule of Web design states that no page should be more than 3 clicks away from the home page. Sometimes this rule is broken, and a site suffers from the consequences. It is less critical in a shopping cart or some other linear process however. Two clicks is even more desirable and will usually result in more uniform page visits over a site.

Exit tunnel
The theory with exit tunnels is, control and take advantage of traffic as it exits the site. Popup's, surveys, or other response tools may be used as part of an exit tunnel strategy.

Splash pages
A splash page is an image building rich media experience designed to dazzle the audience. The problem is most research indicates over 90% opts out of the experience, thereby wasting one click and/or precious time.

Forms
Forms should be on the parent page where possible and be as user friendly as they can be.

Popup's
Popup's actually reduce the number of clicks and have legitimate uses (other than off site advertising).

Shopping carts
Shopping carts may be from one click to seven or so clicks. This is one of the areas which may benefit most by click path analysis. Fortunately there are web site. traffic analysis tools such as Path Analysis that can simplify and expedite the research.

An Example of Path Analysis
For example, Path Analysis on a 4-step checkout process can detail where the friction points are located. It saves you plenty of time and resources from changing a page that might actually be working relatively well for you. It speeds up the usability analysis so that more time can be spent on discovering why the drop-off occurs and how to decrease the abandonment.

Example of Path Analysis on a Checkout Process The Let us examine the 4-step checkout process of a premier photography equipment retailer. The first page is the Cart Basket page. The second is the Sign-In page, then third is the Billing Information page and then finally the Review page. The retailer set the success criterion to be a page view on the confirmation page, knowing that any page view there would be a purchase.

The assumptions at the beginning were that most of the drop-off would occur on the page where the credit card information is required. However, a Path Analysis chart shows that nearly 88% of drop-offs occurred mostly on the Cart Basket page so the company spent most of its time and resources dedicated to improving the Cart Basket page. This was not possible without the information provided by Path Analysis and the ability to segment the paths by success versus abandonment. For an e-business consultant or marketing executive,

Path Analysis is simply better data for making better decisions.