What is a Click Density Analysis report? (Also known as 'In-Page Analytics' reporting)

What is it? - The In-Page Analytics report shows the number of clicks on each link on a page. It also shows other helpful information such as Revenue from clicks on a link, Goal Conversions, and so on. 

The In-Page Analytics report shows % Page Views, Time on Page, Time to the Page, % Exits, and Keywords that brought people to the page. In a nutshell, it's everything you would ever want to know to judge the performance of a page . 

What is it telling you? - When you look at the  In-Page Analytics  report, you are looking for clusters of heavy clicks. Look for the top two or three most clicked links, and try to reconcile that against links that you want visitors to click. 

What to look for?

1) Look at links that ultimately drive high conversions

E.g. Do more people convert on the site when they click Product Comparison on the home page or when they go directly to a product page?

2) Try to follow a few heavy clicks and see what people do next. Walk in their shoes, and experience your own website. 

3) Check out referrers to each page; that could explain Bounce and Exit Rates

4) Look at Average Time to this Page. If it takes too long for people to find your key pages, then you have a problem with your core site navigational elements or merchandising. 

What do you do next? Identify improvements to your pages. Consider merchandizing and cross-sell and up-sell opportunities now that you know what people like. For example, no one is clicking your blinking promotion in the middle of the page because it looks like an ad!

If your tool allows, segment the clicks. Where do people who convert click vs. everyone else or vs. everyone from a search engine or an email campaign?

Also, by segmenting the data, you not only understand things in aggregate, all Visitors, but now you can start to understand different types of people on your site.

Hope this post helps in understanding this type of report better.  If you need any help with this kind of reporting, drop me a note and I'll be glad to respond back.