The challenge Running a sequence analysis for even a very simple site can be very difficult due to the endless combinations of possible paths a site visitor can take. Presenting these paths in a meaningful was can be even more challenging! Webtrends solution: Not so helpful, especially now that many site visits can start via multiple pages… Ranking the most common sequences quickly becomes difficult to analyze or interpret even for small sites…
The solution Path Analysis Example: In this example a site Visitors can start their visit from any page. This simple site only has four pages: A, B, C, D, plus a survey. Once on the site, visitors can freely moves from one page to another interacting with site content, and finally ending the visit with a survey. The diagram shows all of the possible movements a visitor can take from one page to the next. Path Analysis Example: For example if a survey respondent starts their visit at Page A then Page B then Page D then Page C and finally then takes the survey we can tally the sequence taken between each page.
Taking a visual approach To simplify things further we can tally the sequence of movements using a transition matrix. Over time the tallied results start to show a better picture of how visitors are moving across the site.
All paths in one matrix In this example we see a large number of visitors who visit Page A also then visit Page D. 1 1 1 We can also see most visitors who land on the survey page came from either Page D or Page A. 2 a a b b
Not always intuitive I've found this new approach is great for quickly interpreting site visitors movements across complex sites with a lot multiple pages and content. But, one challenge to this new approach is, it’s not always easy for clients to quickly understand the results without much in-depth explanation. Brodie: “If you stair at one of these things long enough you’re supposed to see some kind of 3D picture.” TS: “Oh ya! Look it’s a sailboat!” William: “You saw it too! Damit! I’ve been staring at this thing for a week now, and I can’t see a THING!” Hulu - Mallrats: Magic Sailboat
Contact info Razorfish Insight Group contact information Seth Garske Sr. Consultant – Insight Group Seth.firstname.lastname@example.org Brian Chaffe Director – Insight Group Brian.email@example.com Sandy Schlee VP– Insight Group Sandy.firstname.lastname@example.org