The Path Analyzer

Abstract

The Path Analyzer lets you visualize the various paths that contacts take when they navigate through your website.

The Path Analyzer enables you to create a map that shows the sequential paths contacts take when they navigate through your website. You can see the paths that contacts take while interacting with campaigns, and triggering goals and outcomes.

You can create new Path Analyzer maps to track the different types of experiences contacts have as they interact with campaigns or digital assets. You can also create new maps to analyze the experience of specific types of visitors to your website, such as the experience of a first time visitor or a returning customer. This information can provide you with insight into how different kinds of visitors interact with your content.

The Path Analyzer shows you which paths have the most traffic, which paths provide the highest engagement value, and which provide the highest engagement value per visit or efficiency. This enables you to gain insight into what content works well and what content is less efficient and can be optimized.

A Path Analyzer map with a path selected.

You can use the Page Analyzer to view the paths to and from specific pages on your website. (This is in contrast to the Path Analyzer, which shows you on a larger scale the most frequently travelled paths through your website.) To open the Page Analyzer, click on the node for the page and then click Open in Page Analyzer.

Page Analyzer map showing paths to and from the Home node

The Page Analyzer lets you explore paths that lead to a page and then view the individual contacts that had this particular path experience.

Page Analyzer with contact information

In this way, with the Path Analyzer, you can go from the very high level path map view showing all paths, to a page-specific analysis view, down to an individual contact who had this path experience, and then pull up his or her Experience Profile:

Contact details from Experience Profile

The Path Analyzer lets you map and view the experiences that your contacts have on your website. You can see which pages contacts visit on their way to triggering specific goals or page events. You can also configure maps that identify traffic coming from particular channels or particular campaigns. The Path Analyzer then shows you which paths efficiently lead contacts to desired business outcomes, and which paths are less effective.

You can also map different types of interactions that contacts have with your website. For example, you can map the experiences of first-time visitors to your website, and then create maps that show the experiences of returning visitors and compare how the two experiences differ. You can create maps that are based on location, devices, and so on. Comparing contact experiences can provide insight into how your content works with different audiences.

After you have created a map, you can use the Map overview to see:

  • The specific reports that provide you with information about the paths. For example, you can see reports on the number of contacts who have visited a path, the engagement value that they generated, and the average value per visit that the path generated.

    • The Metrics tab provides you with more in-depth metrics about how this particular path performs.

    • The Contacts tab shows the contacts that have taken a specific path and the pattern cards that they match, the goals and outcomes that they have triggered, and where they come from.

  • Funnels that track contacts as they come to your website from external channels and progress through your content on their way to converting a goal or outcome.