first click<\/a>, which is highly indicative of task success.<\/p>\nAs another example, the click map below is based on the OpenTable heat map.<\/p>\n
We can see the majority of participants (67%) interacted with the Location, Restaurant or Cuisine search box and Find a Table button (79%). But again the click map provides more clarity to the heat map. We can now see that only 8% changed the search location to Denver (the light blue box floating on the background image) using the \u201cChoose Your Location\u201d drop-down menu at the top of the page. This suggests the drop-down element is not the primary method for changing locations when finding reservations. It means other parts of the experience need to support location changing (which is likely why the search box also supports a Location search).<\/p>\n
3. Tree Maps<\/h2>\n
Having a log file show every URL a participant visits is very valuable to understand individual browsing patterns. But it\u2019s also very time consuming to comb through\u2014another example of having a lot of data but not as much meaning. MUIQ provides a way to visualize these log files and paths users take through a website using a tool we call a tree map. The tree map below is of the paths users took on the Audible website.<\/p>\n
<\/p>\n
<\/p>\n
To support more insight from this display we have the ability to search for URL strings, which can be helpful in identifying how often certain pages were visited. The yellow highlighted boxes show the places where a search results page was displayed on Audible.com (which was around half of the time). It shows how pivotal a role search plays in the browsing experience for audio books.<\/p>\n
4. Linear Tree Maps<\/h2>\n
The tree map shows us all unique combinations of pages (and aggregations of pages). But we often want to know the most common<\/em> paths users take and that can be harder to derive from the tree map alone. For that reason we derived what we call the linear tree map, which aggregates the most common paths for the first few clicks (typically 1 to 5 clicks). The linear tree map below shows the most common paths users took for the first three clicks on Audible.com and helps answer one of the most common questions we get asked: what paths are users taking on our website?<\/p>\n<\/strong><\/h2>\nSummary<\/h2>\n
Visualizing how users navigate a website helps diagnose potential problems and identify opportunities for improvement. Four visualizations we\u2019ve developed to help diagnose problems from raw navigation data are the heat map (where are users clicking), the click map (what elements did they click), the tree map (what paths users took), and the linear tree map (what the most common paths were).<\/p>\n
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