Common Visitor Paths
Are there visitor paths losing you enquiries and sales?
A quick way to find out whether parts of your website and online marketing are strong enough or not, is to make use of the Common Visitor Paths functionality.
First, you choose a date range of interest. Then you select the Common Visitor Paths function and you will see a list of common visitor paths. The first screenshot below shows that during the chosen time period, there were 176 visitors who landed on the home page and went no further …
The second screenshot shows that 24 visitors entered the website via the home page, went to the Timetable page, and then no further …
You can use Common Visitor Paths to identify parts of the website that may not be as strong as they could be. As an example, the screenshot below shows that we have ticked two paths that show people who have entered the website via the home page, have gone to the Timetable page but have either exited from that page or went back to the home page and then back to the search results …
We are interested in why a total of 36 visitors (within the time period chosen) appear to have been put off by the Timetable page. By clicking on the Create Report button we then get a deeper insight into all those visitors, as you can see from a sample of that report below, which we’ve added comments to …
In the case of the screenshot above, it’s not that the Timetable page itself is weak but is related to the searchers being in geographical locations that aren’t close enough to the cities where the training is offered.
The key benefits of being able to identify common visitor paths are so that you can:
- See how people interact with your website, having landed on a particular website page. For example, you could have a Google Adwords campaign linking into a sub-page within your website and you would be interested to see whether those visitors move through the website as you’d expect them to. If they don’t then it highlights to you that either the website landing page isn’t strong enough or the advertising is misleading and so brings in poor quality clicks to the website page.
- Gain an at-a-glance view of website pages that people land on and then go no further into the website – and then dig deeper into the data to gain a fuller understanding.
As with all website analytics, the Common Visitor Paths data can’t be taken at face value. Just because it looks as if a certain page is underperforming it doesn’t mean that’s actually the case because it’s only when you dig deeper into the individual visitor paths that you get the full picture.
Google Analytics lets me see common visitor paths – what’s so different about how A1WebStats does it?
Google Analytics is a very powerful tool that includes the ability to look at paths that people take through a website, often with much prettier graphical tools than are provided within A1WebStats. However, what it won’t do is ‘humanise’ the visitors. It may tell you that 100 people went from page A to page B and then page C but it won’t let you look at each individual visitor so that you can gain detailed insights into what did or didn’t appeal to each visitor. A1WebStats encourages you to dig deeper, beyond the basic data available within Google Analytics.
My common visitor paths seem to be quite unique and there are few people going through the same path. Is that right?
The best way to get results from the Common Visitors Paths functionality is to look at the bigger numbers. If there are larger numbers of people taking the same path through the website and you consider that the path isn’t benefiting you, then you can analyse that path in more detail. As an example, if you saw that 100 people landed on your home page and went to your testimonials page, but didn’t go any further then that could imply that your testimonials page isn’t strong enough (many potential buyers go to testimonials pages first before considering digging deeper into a website).
The Common Visitor Paths Report is just one feature within A1WebStats. Sign up below for your free 30 day Gold subscription trial.Sign up for your free 30 day trial