One of the lesser-used functions within the A1WebStats system is Common Visitor Paths (found under the navigation bar ‘Pages’ pulldown).
The main purpose of that function is to let you dig deeper into the highest ‘bounce’ rates from your website landing pages.
In the example below, it shows that over the analysed time period, many people landed on specific website pages and went no further. For example, the second row down shows that 94 visitors landed on the ‘projects’ page but went no further …
For those visitors that do go further than the page they landed on, you can see such patterns. For example, in the screenshot above it shows 21 visitors who landed on the home page and then went to the ‘contact’ page (and no further).
So what do you do with this information?
We suggest that the most important common visitor paths are those that show high levels of people landing on pages and going no further. If those pages are important leads into people potentially buying from you, or making contact, then it’s worth spending some time digging deeper into the reasons why they went no further than the page they landed on.
Taking an example, we have ticked the box to the left of the one page visit and then can click on ‘Create Report’ …
… which gives us a view of each of those 94 visitors who went no further than the Projects page they landed on, as this partial screen view demonstrates …
By scrolling through each of those visitors who went no further than the landing page, you should identify some key patterns.
For example, you may see some of the traffic coming from countries that you could sell to, but your website landing page doesn’t have enough of an ‘international’ flavour. You could also identify Google Adwords clicks that are performing particularly poorly. You could also identify that the one page bounces are people entering via a mobile device (implying that your website landing page isn’t mobile friendly). There are many other patterns that you can uncover – it all starts with looking through each of those visitor paths.
The point of using Common Visitor Paths is to focus on the bigger numbers and particularly those who (in larger numbers) go no further than the page they landed on. Then it’s purely a case of working out what causes such lack of engagement with more than the landing page. If you’d like any of our insights into what might be causing you bounces from certain landing pages, please do contact us and we’ll be happy to run through your data with you.