Want to get to grips with how people are using your website?
I have a pro tip for epic insight gains (it’s part of the trade, after all).
The ‘Second page’ report in Google Analytics.
Go to the landing page report, then add a dimension for ‘Second page’.
It shows where your user went next and gives stellar clues like:
The best converting path
Dead-ends
Gaps in your information on the site that could be the reason people are leaving
This can give you ideas as to how you can boost conversions and improve your understanding of what information people need from you.
Feel free to stash this one away...