What people do on your site.
WHAT TO LOOK AT
Which pages they visit In what order Where they leave
THE EXIT POINT
The page where most visitors leave tells you where something is wrong.
If many leave at your pricing page, that is information.
If many leave at your checkout, that is urgent.
WHAT MOVEMENT PATTERNS SHOW
Whether visitors find what they need Whether your navigation works Whether they reach your contact page
WHAT TO CHECK
Whether visitors reach the pages that matter.
If nobody reaches your services page, your navigation is failing.
MOBILE VERSUS DESKTOP
Compare behaviour between them.
If mobile visitors convert far less, something is wrong on mobile.
That is common and frequently unnoticed.
WHAT TO DO
Test the mobile experience yourself.
WHAT NOT TO OVER-INTERPRET
Small numbers. A pattern from ten visits is not a pattern.
