Using PadiTrack to Measure Site Navigation

PadiTrack is an easy to use, free tool that enables you to extend Google Analytics with more flexible goal funnels and other navigation path tracking.

PadiTrack offers several advantages over Google Analytics for setting up goal funnels:

1. Historical data – with Google Analytics, setting up a goal funnel means the data is reported starting the day the funnel is set up, so no historical data is available. With PadiTrack, you can set the date range as far back as your Google Analytics data goes.

2. Segmentation – advanced segments can’t be applied to funnels in Google Analytics, but PadiTrack provides the opportunity to apply segments, including custom advanced segments that you have set up in your Google Analytics profile! (Late-breaking: the *new* Google Analytics now in beta allows for segmentation of goal funnels – but it’s not fully rolled out yet.)

These strengths make PadiTrack a powerful tool for monitoring progress down the goal funnel, but also make it very useful for understanding navigation from one page to another.  This especially applies if you have a dynamic site and want to understand the movement of visitors from one page ‘type’ to another. For example, you may have ‘product category‘ pages with URLs like ‘www.site.com/category.php?cat_id=111‘ and ‘product detail‘ pages that have URLs like ‘www.site.com/product.php?prod_id=123‘. If you want to know frequently visitors go from category to product pages, you have several options:

  1. Simple calculation: If the only way a visitor can get to a product detail page is via a category page, the calculation is straightforward, based on unique pageviews of each type in the Content Report. But modern sites are rarely so strictly laid out, since we usually want prospects/customers to be able to get to product detail pages via search (off-site or on-site) or other convenient means.
  2. Set up a Google Analytics Goal Funnel either with with product detail pages as end goal, or as part of larger goal. Sensible approach, but doesn’t help if you want to see last month’s results in order to make a decision on testing priorities. Also, only the first step can be set as required, so it is not uncommon to see leakages in to the funnel steps from pages that are not previous steps. And you can’t segment the funnel data – at least not until you have access to the new features currently in Beta.
  3. Use the ‘Navigation Summary’ report, which is helpful in getting a sense of flow through a given page. But it only applies to individual pages (including previous and next), is based only on clicks, and only shows a limited number of pages in the ‘next’ list. The ‘class’ of pages we want to measure may be dispersed over a large number of individual pages.
  4. Use ‘In Page Analytics’: again, only one page at a time and, while it can be a helpful visualization, tends to be an unreliable data source.
  5. PadiTrack gets around all these issues! You can use various match type options or regular expressions to identify page types by URL or Page Title (bonus!), select your desired date range, and *boom* dat’s it. For more granularity, you can filter by top referrer or top keyword or apply GA advanced segments.
Paditrack select page

Example: setting up first step in PadiTrack

Once you set up your steps – as few as 2 or as many as 5 – PadiTrack will create the funnel on the fly for your chosen date range:

PadiTrack conversion funnel

PadiTrack Funnel/Navigation Path

So we can see in this case that about 15% of those visiting a category page went on to a product detail page during their visit. Depending on our expectations/goals, this may warrant testing changes to the category page design in order to improve flow-through to product details. Or you can extend the funnel by adding more steps (up to a total of 5) to assess further progress toward the end goal. Or you may compare this to other key navigation steps on your site to prioritize testing efforts. All easy to do, with results available in minutes.

Care to share any thoughts or experience with PadiTrack or other conversion funnel/navigation tools? Please do!