The fascination of the “In-Page Analytics” report

If you’re not a regular user of the “In-Page Analytics” report in Google Analytics, you should be. This report is the one which gives you an image of any page on your website and shows you what people have clicked on. Set the date period to be, say, the last year, and you can instantly analyse what thousands of viewers of the page did next by looking at the little percentage bubbles.

It’s worth noting that the tool is being removed from Google Analytics soon and is being changed into a Chrome extension. You may find it doesn’t work already (check your account – you’ll find In-Page Analytics under “Behaviour”). If you don’t use Chrome, you should install it just for this.

One thing to remember is that as standard, the report is just counting the clicks to each subsequent page, so if there’s more than one link to a page, their results will be added, and the same total shown on each link. There’s a way around this called Enhanced Link Attribution which involves a code tweak – you may find that worth the effort.

What most people find, certainly when examining their home page, is:

  • They have far more links than they thought;
  • The vast bulk of clicks go to two or three really boring places;
  • Loads of links appear to get no clicks at all.

When you’ve looked at this report, the case for simplifying pages can become overwhelming.