What are Insightech Pathing Reports?

What is a Pathing Report?

Pathing reports show the 100 most common paths that your users take through your digital experiences.

Instead of looking at single pages, or a single set of funnel flow steps, pathing is an open/ explorative view of what users do when they deviate from a key flow, and how they enter, navigate, and exit your website.

Pathing reports are also fully interactive, letting you click on each step to drill down further and explore paths in more detail.

Common Use Cases
  • Marketing Channels - Inbound Flows - Understanding the most common paths taken from specific marketing channels, campaigns and landing pages
  • Conversion Paths - Understanding the major differences in paths between converting & non-converting paths
  • Customer Support Issues - Understanding specific paths for individual users that submit a customer support issue to your team
  • Funnel abandonment - Looking at what paths users take when they abandon specific steps in your funnel flows, and whether they go looking for more information

Accessing Your Pathing Reports

Click Pathing in the left‑hand navigation to open up the Pathing Report. You will now see the top 100 unique paths that your users take through your website.

How To Read Your Pathing Reports

When looking at your pathing reports, the paths that your users take start from the inner most circle and continue outwards. You can see the percentage % that users take through each step.

In this example, we see that most sessions begin from the Homepage, whereas 29.6% of users begin their journey on the product page.

The pathing report is also interactive. This means .you can click on the Product Page step to drill down and see specifically what those users do next.

Here is what the report would look like once you clicked through on the Product Page step.

Example: How to Explore Abandoning User Paths

In this example, we are going to identify an audience to investigate, and use the pathing report to understand where those users navigate.

Lets use the conversion funnel. We can see a high volume of abandonment from the product page before adding to cart. Let's investigate!

  1. Click on the funnel step, where users are abandoning.
  2. Click Pathing from the left navigation to open the pathing report.
    Notice that some Filter Rules are now applied at the top of our report. This is because we are now looking at the top paths specifically for those abandoning users
  3. Click A Flow - In this example we will click the Product Page, as these users should have a higher likelihood to buy.
  4. Investigate the Top Pages – We can see that these users are all performing a Site Search from a product page, and that some users visit the FAQs page.

Let's investigate the FAQs page to see what information they are looking for.

  1. Click 'Page Analysis' --> All Pages (in left navigation) – To bring up the page list
    We can also type in 'FAQ' into the page search, to bring up the FAQs page.
  2. Click 'Analyze' to Open the FAQ Clickmap – We can now look at what the highest clicked items are on the FAQ page to identify key content that these users are looking for.
    We can see from the clickmap that users who leave the Product Page are going to the FAQs to click on 'Is it safe to shop on Sephora.com.au', and 'I am a loyalty club member. Do I need to sign up again?'
  3. Make Improvements to Flow - With this information, we can make some impactful improvements to the information we provide on the Product Pages, so that users don't leave the flow and abandon their purchase.

How to set up Page Grouping Rules

In your pathing report you may want to group similar page types together in to meaningful categories to make your Pathing Report more useful.

For example, you might group all product pages under a single “Product Page” label instead of listing hundreds of individual URLs.

You can also use Page Grouping Rules to change the name of certain pages (e.g. changing "/" to "Homepage".

A URL Pathname is the part of a URL that comes after the domain and identifies the page a user is on. For example, in www.mysite.com/products/shoes?utm_source=google, the pathname is /products/shoes. It does not include query parameters (the part after ?) which are additional details for tracking or filtering.
Steps to update your grouping rules
  1. In the Pathing report, click Edit Page Grouping Rules . This opens the Edit Page Grouping Rules page.
  1. Each rule has a Name and a Page Path condition (e.g. “Page Path is /” for your homepage). Use the dropdown to choose an operator (is, contains, starts with, ends with) and enter the matching URL
  2. Rules are numbered; higher numbers take priority. Use the up/down arrows to reorder them
  3. Click Save Changes when done
Note Insightech applies these rules in order, with later rules overriding earlier conflicting rules

Save and Share your analysis

Once you’ve configured a pathing report with the date range, filters, segments, and grouping rules, click Save report and give your report a meaningful name. Your saved report will then appear in the View reports menu on the same page for quick access by your team.

For full instructions on naming, sharing and managing saved views, see our Saved Reports article.

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