I love data. There, I said it. I may not be a mathematician (yes, I still count on my fingers), but I understand the importance of data and numbers. As a marketer, I talk a lot about measurable marketing to my clients, coworkers, and really anyone who’s willing to listen. For websites, marketing campaigns and digital ecosystems, there is an abundance of data at your fingertips – whether accessible in one platform or across multiple platforms.
Sitecore customers are some of the lucky ones because there’s a good amount of site and marketing data available in a single platform. Not only is the volume of data in Sitecore growing, but it’s continuing to become more and more powerful and actionable. Sitecore is truly becoming a one-stop shop for analytics needs. Think about it – between experience profiles, experience analytics, path analyzer, optimization data, EXM stats, and more – you can quickly access the data required to make smart, actionable marketing decisions.
While data is great, it can certainly become overwhelming and, for Sitecore users, it can be hard to figure out where to start or what to do next. Do you start with engagement value? Do you start with a user’s Experience Profile (xFile)? Do you create a custom report? I don’t want to pick favorites because I think all of Sitecore’s analytics tools have their own unique value, but if forced to choose one, I’d go with “Path Analyzer.” Hands down. Check out our top 5 ways to use Path Analyzer.
5 Ways to Use Path Analyzer
Now, you may be asking yourself “Why Path Analyzer?” Great question! This may sound aggressive, but Path Analyzer is the gateway drug to other analytics and insights within Sitecore, and also helps provide the data you need to leverage the other marketing functionality within the platform.
I could build you a pretty exhaustive list of use cases, but I’ve narrowed it down to my top five. Use them wisely.
- Use Path Analyzer to understand holistic site performance at a glance.
- The green and red circles (nodes) which represent pages in your digital ecosystem indicate what pages are producing value and which ones are not.
- Funnel paths show how (or if) users are getting to conversions.
- Understanding site performance at a glance lets you make sure your site is doing OK or if there are areas you need to investigate further.
- Use Path Analyzer to show user journey and identify where it’s working and where it’s not for testing
- Where the path isn’t the most efficient and content isn’t performing optimally, take the next step and look at the page and identify a hypothesis and elements to test to improve the user journey.
- Use Path Analyzer to identify content that you can bubble up earlier in the user experience by looking at the map insights of the most visited and valuable content for more efficient paths.
- If it looks like most visited and/or valuable content is deep in the experience, see if you can place the content on an earlier page or touch point for efficiency. Maybe this content can be used for personalization after a user triggers a specific rule?
- Use Path Analyzer and the visit experience data to understand the content and conversions taking place and when it’s happening.
- You can also use a number of different available filters to find correlations and trends between key pages and touch points in your ecosystem.
- Use Path Analyzer to understand how to optimize your offsite marketing
- Within Path Analyzer reports you can see entry points (aka: the campaigns and channels users are coming from) and the paths they are taking once they are on the site. Path Analyzer can show which entry points are producing more valuable paths and engagements than the other.
- This data can help guide personalization rule configurations. Are we seeing a particular conversion happen on the third visit? If so, let’s set up a personalization rule that shows some leading content or teases the next conversion on that visit number to prime users for the next step.
There you have it! These five examples should get you off the ground when using Sitecore’s Path Analyzer. Again, using Path Analyzer properly can be the segue into other analytics and insights needed to leverage the other marketing functionalities within the Sitecore platform. So give it a try. What do you have to lose?
Got questions? I’ve got answers. Tweet at me – @JGrozalsky #SitecorePath and we can chat about ways you can leverage your path analyzer data … or really any data for that matter.