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Path Analysis using MapMyLead 
The Client
A pioneer in outsourcing services, it provides technology-driven solutions to more than 750 customers in 22 countries. They offer a range of services in domains like Engineering, Financial, Web Analytics, HR and more.
The Need
The client faced a situation where the visitors landing on a page would not carry out any desired actions like request for services or ask for a quote. The conversion rate was low. They wanted Nabler to relate visitor paths to various pages and understand whether navigation enabled higher conversions on the website.
One of the main challenges of this project was that it was difficult to isolate sessions of more than 6,000 visitors and identify an ideal path.
The Solution
Nabler carried out a 'Path analysis' for the client. Path Analysis is a process to determine the sequence of pages visited before the visitor performs a desired action, say purchase a product or sign up for a newsletter etc., on the website.
For this purpose, the team used the 'MapMyLead'* tool. The data points used for path analysis were:
- IP address/ cookie parameters (for segmentation of visitors)
- which pages were visited
- at which points did the visitors leave the website
This helped in understanding at which points did the prospects exit and accordingly a strategy to capture visitor interest was created.
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The team looked at the path of the visitors who had successfully managed to enquire with the client website
They found that 80% of the visitors went to the pages related to 'Pricing' and 'Customer Testimonials' before enquiring
Nabler found out that it was rather difficult to find these pages in the current layout of the service pages
Based on this, they recommended that the client put links and banners to the pricing and testimonial pages at the end of each service page
This helped the visitors navigate and enquire easily
Key components of the Path Analysis
Nabler's Recommendation
The Benefits
With the help of this analysis, the client was able to:
- Segment the visitors based on their IP addresses.
- Increase the conversion ratio of the website by 20%.
- Identify the exit points for their visitors and rectify the issues accordingly.
- Identify which pages/sections had the highest revenue potential and develop them.
- Ensure that their online channel were keeping up with their overall business goals.
