An eCommerce analyst uses a path exploration to see where new users go immediately after landing on the homepage. The exploration reveals that 70% of new users navigate to the New Spring Collection page, while a highly-promoted link to the company blog page receives less than 1% of clicks. Based on this insight, which of the following is a logical, data-driven action to take?
- Increase advertising spend on campaigns that lead new users to the homepage.
- Swap the company blog link with the link to the New Spring Collection.
- Conclude that the New Spring Collection is the only page that generates revenue.
- Change the path exploration’s sharing settings to give colleagues edit access.
Explanation
Path exploration shows the sequence of pages or events users follow after a selected starting point. A large share of new users moving from the homepage to the New Spring Collection indicates strong user interest in that destination. A promoted homepage link receiving very little interaction suggests that placement could be better used for content users are already choosing. Moving the higher-performing destination into the more prominent position is a data-driven optimization based on observed navigation behavior.
Why the other options are incorrect
Sharing settings is incorrect because changing collaboration access does not improve homepage navigation performance.
Increasing advertising spend is incorrect because the insight is about onsite behavior after landing, not traffic volume.
Revenue conclusion is incorrect because path behavior alone does not prove that a page is the only revenue source.
Source for verification
https://support.google.com/analytics/answer/9317498
https://support.google.com/analytics/answer/7579450