Although the goal is to be a highway to conversion, websites are more like a network of streets. Many roads lead to Rome, and the exact sequence of page impressions en route to conversion can vary wildly.
That is why we use path analysis. The world of a website visitor is basically a world of paths – sequences of distinct actions. Virtually every element of the visitor experience is part of a path, from page impressions to clicks, search phrases to campaign contacts. (Length: 800 words; 4 minutes)