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4. Measuring Web Site Usability > 59. Measure Multi-Step Processes

Measure Multi-Step Processes

Reducing abandonment through multi-step processes is a tried and true method for making your investment in web measurement pay off.

Multi-step processes are flows of two or more pages on your site that, when successfully completed, somehow contribute to the success of your business. Processes you encounter online every day include shopping cart checkout, new member registration, search, and the simple act of moving from more general to more specific information in any type of site.

Measuring multi-step processes is important, because with every successive click, you lose visitors; this is often called abandonment because the visitor is “abandoning” the process. Regardless of the reason, any impediment will prevent visitors from successfully completing the process, making your web site less successful. Your job is to identify these leaks using the right data and experiment with changes that can reduce abandonment.


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