A01 chaf6542 06 se fm indd

Forward path 

analysis

Reviews the 

combinations of clicks 

that occur from a page. 

This form of analysis 

is most beneficial from 

important pages such as 

the home page, product 

and directory pages. Use 

this technique to identify: 

messaging/navigation 

combinations which work 

best to yield the most 

clicks from a page.

Reverse path 

analysis

Indicates the most 

popular combination 

of pages and/or calls 

to action which lead 

to a page. This is 

particularly useful for 

transactional pages such 

as the first checkout 

page on a consumer 

site;  a   lead-  generation 

or ‘contact us’ page on 

a business-to-business 

site; an email subscription 

page or a call-me-back 

option.

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Part 3  Implementation

E-commerce site costs 

= Site fixed costs + ((% site support contacts) *  

  Cost site support contact 

* Sales)

Call-centre (CC) costs 

= CC fixed costs + ((% CC support contacts) * 

  Cost CC support contact 

* Sales)

Box 12.4

Suggested worksheet for calculating return on investment  

for an e-commerce site