There are two broad groups of visitors, those who made a purchase and those who did not. By checking the click path of visitors with a successful conversion (that is, who purchased your product), you can determine which pages did in fact help these visitors in making the purchase decision - along with the referral source (either another website that linked to you, or a search engine, or a marketing campaign) so you can quantify the effort and budget spent on cultivating that referral source or marketing campaign.

Similarly, by checking the click path of visitors without a conversion (that is, who did NOT purchase your product), you can isolate navigation patterns across pages which apparently did not convince visitors to make a purchase. Such pages can be updated or replaced by pages that do have a more successful conversion ratio.

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