Determining propensities to drive website target user activity

One or more computing devices, comprising:

• one or more processors;
• memory storing computer-executable instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising:
• identifying, based on activity data indicative of use of a digital system by one or more user devices, instances of a target user activity occurring during uses of the digital system that originate via at least a first digital channel and a second digital channel;
• determining, based on the activity data, a first propensity of the first digital channel to lead to the target user activity;
• determining, based on the activity data, a second propensity of the second digital channel to lead to the target user activity, wherein the second propensity is higher than the first propensity;
• determining one or more differences between the first digital channel and the second digital channel;
• and
• based on the second propensity being higher than the first propensity, revising the first digital channel based on the one or more differences.

One or more non-transitory computer-readable media storing computer-executable instructions that, when executed by one or more processors, cause the one or more processors to perform operations, comprising:

• receiving activity data indicative of uses of a digital system by one or more user devices, wherein the activity data indicates instances of a target user activity occurring during uses of the digital system;
• determining, based on the activity data, arrival paths associated with the uses of the digital system, wherein an individual arrival path comprises at least one of:
• a digital channel used by a user device to arrive at the digital system, or
• an entry page, of the digital system, the user device used to initiate a use of the digital system;
• determining, based on the activity data, respective propensities of the arrival paths to lead to the target user activity during the uses of the digital system;
• determining, based on the respective propensities, that a first propensity of a first arrival path to lead to the target user activity is lower than a second propensity of a second arrival path to lead to the target user activity, wherein the first arrival path has a first attribute and the second arrival path has a second attribute different than the first arrival path;
• and
• based on determining that the first propensity is lower than the second propensity, revising at least one of a first digital channel or a first entry page associated with the first arrival path, based on the second attribute.