If you have links that receive few or no clicks:

• Is the link image or the link text too small?
• Is it in a colour that doesn’t show up well or could pose problems for visitors with visual impairments?
• Is it badly placed or hard to find on the page?
• Is it too far down? – check the time spent on the page to get an idea of whether visitors are reading most or all of the content. Remember that the first screenful of the page has the best chance of being seen.

  If none of the above seem true:

• Is the link text confusing – perhaps the wording is different or not included on other pages?
• Is the link not attractive or engaging to your visitors?
• Or, is the content behind the link simply not of interest?

Links that receive many clicks:

• Should the content behind this link be highlighted even more on your site, since it is clearly of interest?

  Placements to think about:

• If you have an internal search engine on your site, is it linked in a prominent place on each page?
• Featured products or other items – can you increase the clicks that they receive by improving their position?

Time spent on the page:

• Does the average time on this page seem too short, especially if the page is long? – check the number of visitors who are exiting the site from this page.
  If a lot of people are spending a short time on a page and leaving, consider splitting the content across more pages:

• This can be especially helpful, e.g. when displaying a list of items for purchase – showing each on a separate page allows you to track which offerings are the most interesting to visitors, and to highlight them better

• Shortening pages also reduces the risk that visitors will miss items further down if they choose not to scroll

Search Report