It always seems the team at KISSmetrics is one step ahead of the curve and they may have done it again with this addition. If you opened Google Analytics flow reports, you get some intriguing data about how people are arriving and leaving your site as well as the flow of traffic through it… but you can’t truly identify the paths people are taking.
We have a client right now that we provided insight to that a prospect has visited their site a dozen times and been to over 40 different pages… but nailing down where they arrived and where they left is painstaking. Multiply that activity by thousands of visitors and it becomes nearly impossible.
What if you could identify all the landing pages of your site and then view a simple report that showed the paths people were taking through your site… maybe from a landing page, to a video view, through to a pricing pages, through to conversion. Analyzing and understanding the steps people are taking can help you simplify those paths, perhaps aggregating some of the content, and providing one seamless page that answers all the questions needed.
Here’s a view of the KISSmetrics Path Report, you can click on it to take it for a test-drive:
This research stems from a survey of 165 marketing, commerce and supply chain executives, and 12 deep-dive interviews with executives who reveal the ways they are rethinking their engagement strategy.