The Path Analyzer is an application that allows you to view
Maps are a visual representation of the paths that contacts take through your website. Maps consist of three basic elements:
The tree is the basic structure of a Path Analyzer map. A tree consists of many paths, or branches, radiating out from the map's central node. This central node is also known as the tree node.
Paths consist of groups of nodes
Paths provide you with information about how efficiently your website works. This information can give you insight into which content generates the highest engagement value, and which content is not performing as efficiently as it could.
Path length refers to the length of the connecting line between nodes. Path length signifies the amount of traffic that the node receives. The longer the shaded portion of the path between nodes is, the more traffic that particular node receives. If, for example, you have a node that receives a lot of traffic but does not generate much engagement value, it would be a candidate for closer examination and optimization
Paths and efficiency
You can measure the efficiency of your website using Path Analyzer maps. On a map, the nodes along the map show you the relative engagement value for that particular page. Nodes range in color from dark red to dark green. The greener the nodes along a path are, the more efficient the path is at generating engagement value. A path containing red nodes indicates that the pages generate low engagement value and could be candidates for optimization
For example, you could view a Path Analyzer map that has a high traffic path with dark red nodes. This would indicate that the path received a lot of contact traffic, but had low engagement value levels. You could see that other paths that contained certain types of pages, such as employee biographies, lead to higher conversion rates than the more frequently used paths.
By examining what works on your website and then steering visitors towards the most efficient paths, you have a greater chance of generating more engagement value. This helps you make your website and your marketing strategies more efficient.
To the left of every Path Analyzer map, you can view analytics details
The Metrics panel contains the following categories
The sum of the engagement value points accumulated by contacts who have visited this path.
The number of visits to this path.
Subtree value per visit
The average engagement value points per visit to this path.
The sum of the engagement value points that contacts have accrued before exiting at this node.
The number of contacts that left the website at this node.
Exit value per visit
The average engagement value points per visit of contacts who exited the website at this node.
Exit potential gain
The engagement value a path could potentially gain through optimization.
Average time spent (sec)
The average amount of time contacts have spent on a node.
The number that describes where this node appears in its subtree or path.
If you have not selected a node within a path, the Metrics panel will show information about the Internet root node. To select a new node, hover or click on it. This will show analytics information, such as subtree visits and value, for both the node and the path leading up to the node.