I agree that path analysis can get cloudy very quickly. Depending on what the target of the data is will ultimately determine if the process is worth it.
I think trying to guide your visitors through an optimal set of screens is noble it is also unreasonable. To use path analysis to try to optimize your site for a specific path is not worth it. You would be trying to optimize your site for a small percentage of users since you would never get all users to use it the same. It is more useful to use path analysis to group page areas to see where users bounce between. This could be in grouping all product pages, support pages, checkout, and other pages. Then you can see if product pages are leading to checkout or if users are reviewing support documents before making the final purchase. This way you can see more how the users are using the site instead of getting bogged down in specifics.
When looking at this for GM this path analysis could be quite difficult. Most of the site is available from sub menus and a user cold bounce around the site without taking any determinant path. Since there isn't much in product information and nothing about purchasing vehicles directly from the GM site the tracking would be more directed to see what drove a user to go to a brand site. The best path analysis that could be use would be in seeing if a redirection from the GM site ultimately resulted in a purchase decision. GM would need to decide if they are trying to use GM.com as a landing page or for a more corporate direction (that I believe they have).
I agree, it is impossible to satisfied every visitor via change pages after path analysis. So the important thing is considered it is worth or not
ReplyDeleteNever though of it that way. I think the group page would be more helpful as opposed to guiding people down one path. With grouping you would get a broader aspect on what you are working with and how could you cater to each group of people.
ReplyDeleteI agree it would be cumbersome to do a Path Analysis for GM...especially when the site is not intended for online sales. I do like the idea of coming up with a Path Analysis for some redirection linked to the purchase of a vehicle or possible spare parts...Maybe GM could track the number of redirects to dealerships for vehicles and parts.
ReplyDeleteSo right Richard, some sites take you on a roller coaster ride, and for what? to lead you in a direction that will eventually lead you to leave the site all together. You can not direct someone in a direction that fits the company. They should focus on what the customer wants and try to create a path that fits, even though as you stated that would be a waste of time.
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