Originating Authors:Cory Lowe | Data Collection Specialist, CWA | EvolyticsChase Porter | Associate Director of Marketing Analytics | Evolytics
This recipe will help analysts determine which top navigation links are clicked most often and how much website value is generated from traffic to resulting pages. Navigation usage data will help analysts optimize navigation, plan A/B tests, increase conversion rate and improve user experience.
Analysts will pull data regarding the number of times each top navigation link was clicked (unique top navigation clicks) and use a page-based contribution metric (such as Google Analytics Page Value metric) for corresponding pages that are loaded for each top navigation link. This data will be placed into a scatter plot and divided into optimization opportunity quadrants, to identify new testing opportunities.
The information learned from this analysis will help analysts optimize global navigation for improved user experience, which will lead to increased conversion rates.DAA members, go here to view full recipe.