Path can be used to uncover patterns in customer clicks on a retail website. This is done by tracking web pages and high-level events, such as:
- Home Page
- Browse Items
- View Product Details
- View Product Availability
- Search
- Search Not Found
- Add to Cart
- Checkout
- Sales Conversion
Using SQL techniques, you can also add fields such as Abandon Cart to capture when an event does not happen.
Assuming you create a table similar to the one in this example, you'll be able to answer:
- What are the most common paths customers take on the website?
- What is the most common path leading to sales?
- Which paths lead customers to abandon their carts?