Which term refers to the various ways customers navigate a website?

The term that refers to the various ways customers navigate a website is user engagement. This concept encompasses how users interact with a website, including the paths they take, the actions they perform, and how they experience the site overall. Understanding user engagement helps businesses optimize their websites to improve the user experience, increasing the likelihood of conversions and customer satisfaction.

In contrast, conversion tactics focus on strategies designed to turn visitors into customers, such as specific calls-to-action or offers. Segmentation refers to dividing a target audience into specific groups based on shared characteristics, which helps in tailored marketing efforts. Product categorization deals with organizing products within a website for better user experience and easier navigation but does not encompass the overall user navigation experience itself. Therefore, user engagement best captures the essence of how customers navigate a website.