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Research by MIT Sloan School of Management professors has shown that by analysing a visitors click paths through a website, then customising the content based on their cognitive style could increase sales by 20%. MIT say that this could be achieved in 10 clicks or less through a website. The idea is different from Google analytics goal funnels or navigation summaries, in that it determines the layout preference of a vistitor, then tailors the presentation of the website to their style, whether it be text or images, information overload or summary facts. The research can be found by clicking the link below.

Hauser_Urban_Liberali_Braun_Website_Morphing_May_2008.pdf

I read the paper briefly and it contained some heavy-weight maths and statistical algorithms. I know of a couple of open source click stream analysis tools, statViz is one which uses apache log file analysis to produce fancy flow chart style diagrams of where visitors went. The issue with that is that the log file would have entries relating to testing users in. On a plus side it can run in 'live-mode', analysing the data as and when it hits the log file.