Customer Path Analysis
Detailed examination of the routes customers take through websites, apps, or marketing funnels to identify optimization opportunities.
Definition
Customer path analysis maps and analyzes the specific sequences of pages, features, or touchpoints that users navigate during their journey from awareness to conversion, revealing optimization opportunities.
This analysis identifies common drop-off points, successful conversion paths, and unexpected user behaviors that can inform UX improvements, content strategy, and marketing funnel optimization.
Why It Matters
Understanding actual customer paths versus assumed paths reveals friction points and opportunities to improve conversion rates, reduce acquisition costs, and enhance user experience.
Path analysis helps prioritize optimization efforts by identifying which changes will have the greatest impact on business outcomes, focusing resources on high-impact improvements.
Examples in Practice
An e-commerce site discovering that customers who visit the size guide have 40% higher conversion rates, prompting more prominent guide placement.
A SaaS platform finding that users who complete profile setup within 24 hours have 3x higher retention, informing onboarding optimization.
A lead generation website identifying that visitors who engage with calculators convert at twice the rate of those who only read blog posts.