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Sequence analysis

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Seth Garske
Seth Garske

Sequence analysis can be challenging due to the many possible paths visitors can take on a site. Visualizing these paths is even more difficult. A solution is to use a transition matrix to tally sequences of page movements over time, showing a better picture of how visitors move across the site. However, this approach may not be intuitive for clients without explanation. Contact the listed Razorfish Insight Group members for more information.

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Sequence AnalysisTaking a more visual approach
The challengeRunning a sequence analysis for even a very simple site can be very difficult due to the endless combinations of possible paths a site visitor can take. Presenting these paths in a meaningful was can be even more challenging!Webtrends solution: Not so helpful, especially now that many site visits can start via multiple pagesRanking the most common sequences quickly becomes difficult to analyze or interpret even for small sites
The solutionPath Analysis Example: In this example a site Visitors can start their visit from any page. This simple site only has four pages: A, B, C, D, plus a survey. Once on the site, visitors can freely moves from one page to another interacting with site content, and finally ending the visit with a survey. The diagram shows all of the possible movements a visitor can take from one page to the next. Path Analysis Example: For example if a survey respondent starts their visit at Page A then Page B then Page D then Page C and finally then takes the survey we can tally the sequence taken between each page.
Taking a visual approachTo simplify things further we can tally the sequence of movements using a transition matrix.Over time the tallied results start to show a better picture of how visitors are moving across the site.
All paths in one matrixIn this example we see a large number of visitors who visit Page A also then visit Page D. 111We can also see most visitors who land on the survey page came from either Page D or Page A. 2aabb
Not always intuitiveI've found this new approach is great for quickly interpreting site visitors movements across complex sites with a lot multiple pages and content. But, one challenge to this new approach is, its not always easy for clients to quickly understand the results without much in-depth explanation.Brodie: If you stair at one of these things long enough youre supposed to see some kind of 3D picture.TS: Oh ya! Look its a sailboat!William: You saw it too! Damit! Ive been staring at this thing for a week now, and I cant see a THING! Hulu - Mallrats: Magic Sailboat
Contact infoRazorfish Insight Group contact informationSeth GarskeSr. Consultant Insight GroupSeth.garske@razorfish.comBrian ChaffeDirector Insight GroupBrian.chaffe@razorfish.comSandy SchleeVP Insight GroupSandy.schlee@razorfish.com

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Sequence analysis

  • 1. Sequence AnalysisTaking a more visual approach
  • 2. The challengeRunning a sequence analysis for even a very simple site can be very difficult due to the endless combinations of possible paths a site visitor can take. Presenting these paths in a meaningful was can be even more challenging!Webtrends solution: Not so helpful, especially now that many site visits can start via multiple pagesRanking the most common sequences quickly becomes difficult to analyze or interpret even for small sites
  • 3. The solutionPath Analysis Example: In this example a site Visitors can start their visit from any page. This simple site only has four pages: A, B, C, D, plus a survey. Once on the site, visitors can freely moves from one page to another interacting with site content, and finally ending the visit with a survey. The diagram shows all of the possible movements a visitor can take from one page to the next. Path Analysis Example: For example if a survey respondent starts their visit at Page A then Page B then Page D then Page C and finally then takes the survey we can tally the sequence taken between each page.
  • 4. Taking a visual approachTo simplify things further we can tally the sequence of movements using a transition matrix.Over time the tallied results start to show a better picture of how visitors are moving across the site.
  • 5. All paths in one matrixIn this example we see a large number of visitors who visit Page A also then visit Page D. 111We can also see most visitors who land on the survey page came from either Page D or Page A. 2aabb
  • 6. Not always intuitiveI've found this new approach is great for quickly interpreting site visitors movements across complex sites with a lot multiple pages and content. But, one challenge to this new approach is, its not always easy for clients to quickly understand the results without much in-depth explanation.Brodie: If you stair at one of these things long enough youre supposed to see some kind of 3D picture.TS: Oh ya! Look its a sailboat!William: You saw it too! Damit! Ive been staring at this thing for a week now, and I cant see a THING! Hulu - Mallrats: Magic Sailboat
  • 7. Contact infoRazorfish Insight Group contact informationSeth GarskeSr. Consultant Insight GroupSeth.garske@razorfish.comBrian ChaffeDirector Insight GroupBrian.chaffe@razorfish.comSandy SchleeVP Insight GroupSandy.schlee@razorfish.com