the number of paths a user can potentially take greatly increases depending on the number of pages on that particular website. many tools to determine path analysis are too linear and do not account for the complexity of internet usage. in most cases, less than 5% of users follow the most common path. however, even if all users used the same path, there is still no way to tell which page is the most influential in determining behavior. even in more linear forms of path analysis, where they can see where most customers drop off the website, the “why?” factor is still missed. the main challenge of path analysis lies in the fact that it tries to regulate and force users to follow a certain path, when in reality users are very diverse and have specific preference and opinions.