Analysis Variant 'Path'

The Analysis Variant ‘Path’ in Mapp Intelligence allows you to visualize the sequence in which users view elements (such as pages, categories, or app screens). This analysis provides a detailed look into how users interact with your website or app, offering insights into user journeys, the refinement of internal searches, and the order in which device classes are used.

Why Use the Path Variant?

The Path Variant gives you a more flexible and comprehensive view of user behavior than traditional page path analyses. By visualizing up to 20 steps in a user’s journey and applying them to various dimensions, you can unlock more profound insights into how users navigate through your site or app.

This analysis is especially valuable for:

• Understanding which content or screens users visit in specific sequences

• Identifying patterns in how users refine their internal searches

• Optimizing the paths users take to reach key conversion points

• Tracking how users interact with multiple campaigns

How to Configure Path View

Follow these steps to activate the Path View:

1. Open an analysis.

2. Click the path symbol in the analysis interface.
   

3. Configure your settings
   

4. Click “Apply” to generate the path visualization.

The Path View presents a clear, interactive diagram alongside a data table.

Only paths that are listed in the table will be shown in the diagram, ensuring consistency between the visualization and data table.

Use Cases – How to Leverage the Path Variant

The Path Variant can be applied to various scenarios, from tracking navigation patterns to understanding how users interact with campaigns. Here are some examples of how you can use this feature:

• Track User Journeys Across Categories: Identify the order in which users navigate through categories or app screens. For example, you might find that many users follow the path “home > men > checkout > men > checkout > men,” which can help you optimize your app or website structure to guide users toward conversions.

• Measure Impressions Along a Path: You can analyze how many page or screen impressions occurred within a given path. For instance, 304 users might have only interacted with content in the “home” section, while 189 users took a more complex path through your site or app.

• Refine Internal Search Analysis: Track how users refine their internal search queries. For example, a user might initially search for “dress” but later refine their search to “trousers,” revealing valuable insights about your search functionality.

• Monitor Campaign Paths: If you’re running multiple campaigns, the Path Variant can show you how users move between different campaigns. For example, users might first engage with an affiliate link and later interact with a newsletter, helping you track campaign effectiveness.

Limitations of the Path Variant

While the Path Variant is a robust tool, there are a few limitations to keep in mind:

• Path Length: Paths with over 100 elements (e.g., pages or app screens) will not be calculated. This ensures that data remains manageable and relevant to your analysis.

• One Dimension Per Path: Only one dimension can be used per path to keep the analysis clear and concise. This helps prevent overly complex visualizations and ensures data clarity.

Example of Path Analysis in Action

Example A: Navigation path through Product categories

Let’s say you want to understand how users navigate through product categories in your app or website during a single visit. Analyzing the paths users take within one session can help you identify whether they explore multiple categories before making a purchase or if they quickly find what they’re looking for. This insight is particularly valuable for optimizing the layout of your product categories, improving the user experience, and ultimately increasing conversions by guiding users through the most effective paths.

1. Configuration
   First, you must set up the analysis to track user paths through product categories.

   • Step 1: Open the analysis and select the Path Variant from the available options.
     In our example, the categories are tracked with Content Groups (depending on the account setup; e.g., Navigation > Content Group > CG2—Main Category).

   • Step 2: Configure the Path analysis
     

2. Analysis

   Reading Example
   In 304 visits, only pages from the „home“ area were viewed.
   In 189 visits the path "home > men > checkout > men > checkout > men" was viewed.

Example B: Internal search phrases path

Let’s say you want to analyze how users refine their internal search queries on your app or website. The goal of this analysis is to track search behavior across multiple visits, helping you understand if visitors repeatedly search for the same content over time. This can provide valuable insights into potential weaknesses in your website or app, as repeated searches for the same items may indicate that users are struggling to find relevant content or products.
Additionally, understanding how users refine their searches can help you set up recommendations for each search term. For example, if users often search for one item and then refine their search for another related item, you can use this data to add recommendations or related keywords to specific pages, streamlining the search process and potentially eliminating the need for a second search.

1. Configuration

   Start by setting up the analysis to track user paths for internal search phrases:
   

   • Step 1: Open the analysis Marketing > Search Phrases > Internal Search Phrases and select the Path Variant from the available options.

   • Step 2: Configure the Path analysis
     

2. Analysis
   After the configuration, you can now analyze and interpret the data:
   

   Reading Example
   182 visitors did first search for „t-shirt“, then “jeans”, and finally “t-shirt”.

Example C: Campaign path

You want to understand in which order campaigns were used by visitors who made their first visit during the analysis period and did not make a purchase. This type of analysis helps you track the effectiveness of your marketing campaigns and understand how users interact with different campaigns during their initial session. By analyzing the sequence of campaigns, you can identify which campaigns are most engaging, where drop-offs occur, and whether there are opportunities to optimize your marketing funnel to drive conversions.

1. Configuration

   Start by setting up the analysis to track the order of campaigns used by visitors during their first visit in the analysis period:
   

   • Step 1: Open the Campaign channel analysis (Marketing > Campaign Categories) and select the Path Variant from the available options.

   • Step 2: Configure the Path analysis
     
     

2. Filter
   Use a filter to limit the analysis to new users who did not make a purchase.

   

3. Analysis
   After the configuration, you can now analyze and interpret the data:
   

   Reading Example
   68 Visitors used the Path "Direct > Affiliate > Newsletter".