The Average Click-Path Report is a great tool to learn how the majority of your customers are behaving according to the content or offers on your site. The first column shows you the entry page a web surfer landed on. The next column gives you a link that says 'next click'. When you click on the 'next click' link, it takes you to a new page that shows you all the second clicks web surfers have used and so on. The third column in the report shows you the percentage of web surfers that went to each page.

Example: Lets say your site is called www.example.com. The report would first tell you that 87% of your incoming traffic landed at www.example.com home page. If you clicked on 'next click' link for that page, it will take you to all the different click-paths the visitors went to next. So it could say something like www.example.com/1.html got 47.89% and www.example.com/2.html got 9.68%. This would show you that the majority of your visitors are going to 1.html page vs. 2.html from www.example.com. The ultimate purpose of this report is to help you to understand the major click-paths. Lets say you are want your visitors to go to 2.html vs. 1.htm, but instead the majority are going to the wrong page. With this report you can change your page around to push more visitors in the direction you want them to follow.

We all know that if a web surfer gets lost in your site and does not take the path you want, they will never become a customer. Watching this report closely will teach you what pages you need to work on.