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forward path analysis

 or 

reverse path analysis

.

On‑site search effectiveness

On-site search is another crucial part of clickstream analysis since it is a key way of finding 

content, so a detailed search analysis will pay dividends. Key search metrics to consider are:

● 

Number of searches.

● 

Average number of searches per visitor or searcher.

● 

% of searches returning zero results.

● 

% of site exits from search results.

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% of returned searches clicked.

● 

% of returned searches resulting in conversion to sale or other outcome.

● 

Most popular search terms – individual keyword and keyphrases.