Marketing Technology

What is Clickstream Analysis?

A clickstream analysis or also called clickstream analytics, on a website refers to the collection, analysis, and reporting process of aggregate data regarding the visited website pages of the visitors, as well as the order. Simply, clickstream is the path taken by a visitor upon entering the website. Also, clickstream analysis has two different levels: traffic and e-commerce analytics. First, the traffic analytics operates at the level of a server, enabling it to track down the page numbers served and visited by a user. It also includes the amount of time taken for the page to load, the stop button or the amount taken by a user to hit the back button, and the amount of transmitted data before a user moved. On the other hand, e-commerce analysis utilizes clickstream data in order to determine the site’s effectiveness, considered as a channel-to-market. The main concern of it is the lingered pages by the shopper, the users’ purchased items, the added or pulled out of the cart items, loyalty program, coupon code, and the chosen mode of payment.  

Another definition of clickstream analysis is that it takes clickstream data as the roadmap to track down every activity of a user done on a website. The data will then represent the digital breadcrumbs to show the visited websites of an online user, the pages visited and viewed, the amount of time spent on that particular page, and then clicked next page to view. Simply, clickstream is a recording of every click done by an online user as he or she browses the website. Every time an online user clicks a link, an object present on the page, images, and so many more, this will be a piece of information that must be recorded and stored. With this, websites are able to find out every activity done by their visitors with ease and appropriateness. Overall, clickstream data analysis helps in determining the tendencies and habits of the website users and visitors. 

Moreover, clickstreams can be stored on the supported server of a website and on the web browser owned by the users. Additionally, online advertising networks and internet service providers can also record and store pieces of clickstream information. 

Inclusions of a Clickstream Information 

As we dive deeper into click stream information, it is also necessary for you to know the range of insights offered by clickstream analysis. So, let’s start with the journey of a beginner. 

Let’s say that a clickstream analysis and information can show you the terms plugged by a user into the search engine to reach the page of a company. Then, the details can be revealed by other visited websites of the user before clicking the website of that one company. Once he or she reached the company’s website, the clickstream data will show the first website landed on by the user, the capabilities and features clicked, the time spent to browse, as well as the online journey of the user after that page. 

However, clickstream analysis doesn’t end there. There are also others aside from revealing the visited websites or pages and order as the usage of a back button or added and removed to the shopping cart can also be revealed. Also, while clickstream analysis does not include any personal information of the users, once collected and analyzed, the information is applied to any improvement of the website and online presence of the company. 

Application of Clickstream Analysis: Benefits to a Company 

Regarding the benefits of a company to gain from applying and using clickstream analysis, it varies. So, let’s take a look at these exciting benefits. 

  1. Identification of Customer Trends 

First, on the list, clickstream analysis can help companies to identify their customers’ trends. With this, companies can take a look at the path mostly taken by their customers before reaching their website. Then, they can collect and analyze the clickstream of a pool of their customers or visitors to identify certain trends or similarities to leverage the advantage of the company. For example, suppose the users’ majority is using one certain term to search the company’s site and lead them to it. In that case, the company can take it as an advantage to include in the next improvements of the website for it to be more visible to more potential customers. This can also help the company to have a more optimized search engine. 

  1. Different paths leading to one destination 

Next, clickstream analysis can be leveraged to be used as a tool to track every route taken by the customers before reaching the product’s page. It is best represented by a driver who drives on the road leading to one destination of their passengers. That explains that customers are ending on one same destination, which can be the product page now. Once these details are used, the company can take it as an idea to efficiently and effectively create more paths to encourage the customers. In addition to that, companies are allowing their customers to locate their offered products and track every involved transaction. 

  1. Preventing Abandonment 

Lastly, we have prevention of abandonment as a benefit of using clickstream analysis. It has the same approach with the prevention of cart abandonment, wherein positive website interactions are being analyzed. The clickstream data can show the top pages left by the visitors. For example, if there is a huge number of website visitors who exited one at a time, there can be a feature that isn’t liked or is breaking that pushed these visitors to leave the site. This can be the sign of a company to check and repair if there is any problem on the website. In this way, abandonment can be prevented that can soon lead to a website failure or negative reviews from the visitors. 

Overall, these mentioned points are only some of the benefits that can be gained from using clickstream analysis. There are still a lot as these are mostly applicable for beginners only. If you’re interested and want to know more about clickstream analytics, you shouldn’t miss out on every available detail shown to you.