As an online tour operator, your website is your most important tool. It’s usually the first thing a potential customer sees of your business and therefore it lays the basis whether he or she decides to book your services or not.
But what do visitors actually look at on your website and which are the attributes that make them select a specific trip? Or, more importantly, what are the pages that make them leave your website again?
You can find answers to all these question by conducting a click-path analysis. It will show you how visitors move through your website and therefore give you valuable insights. Understanding the traffic on your website can help you to increase user-friendliness, purchases and eventually commitment of your customers.
Knowing how visitors land on your website is only one big benefits of performing a click-path analysis. Did they type in your URL or find you through search engines like Google? What did they search for before finding your website? Answers to these questions can give you valuable insights into your customers’ needs and how you can optimize your SEO to make it easier for them to find you.
Further, finding the top path that most visitors take on your website helps you to evaluate its user-friendliness. The goal of your website is for the customer to find the information and service he is looking for and an easy way to book. For you, it is to inform your customers about your company and its products and lead them to book with you. The path analysis can help you to evaluate if these goals are met and if there are any obstacles. If, for example, your navigation has too many headings and what visitors are looking for is hidden in a list of pages, you might want to consider moving it to a more visible place so that it can be found more easily. Web pages that are not visited by the majority of people may contain uninteresting information and are therefore unnecessary to bring your business across (Crestodina, 2015). You want to keep your website as simple and straight forward as possible to create a comfortable user experience.
Source: Crestodina (2015)
However, according to Sauer (2015), an extensive path analysis can also be a waste of time if your website consists of many subpages, wherefore the analysis statistics will most likely not present you with valuable information.
To sum up, in most cases a click-path analysis provides you with important insights that can help you to improve your website so that it allows a better connection and interaction with your customers. If you find your website consists of too many pages for a click-path analysis, then it’s definitely time for a clean-up!
For more information about how to conduct a click-path analysis through Google Analytics, read Andy Crestodina’s tips here.
If you want your click-path analysis to be even more effective, use it together with A/B testing. This way, half of your visitors will see the website differently from the other half, which lets you evaluate the effectiveness of both versions. Read here for more information about A/B testing.
Crestodina, A. (2015). User Flow: Find The Top Path Through Your Website. orbitmedia.com. Retrieved from https://www.orbitmedia.com/blog/user-flow-google-analytics/
Peelen, E., & Beltman, R. (2009). Customer Relationship Management (2nd ed.).
Sauer, J. (2015). Should You Worry About Visitor Pathway Analysis? Jeffalytics.com. Retrieved from https://www.jeffalytics.com/visitor-pathway-analysis/