Clickstream Analytics Gaining Popularity, Helping One Business at a Time
With the use of clickstream analytics, you can find out one’s habits and tendencies, which is vital for digital marketing
The popularity and use cases of big data have exponentially increased over the last couple of years. Even small organizations are leveraging big data to make informed decisions. The gathered information comes from a range of different sources, which help understand the company as well as its core customers. However, having an enormous amount of data is not enough; you must possess the required skills to analyze and apply it in business to reap more benefits.
One of the most vital sources is clickstream data that has offered numerous advantages. Although the term has been flying around for a while now, not many know what this information is and from where it comes from.
What is clickstream analytics?
Clickstream analytics is a process of collecting, analyzing, and reporting aggregate data regarding which pages of a website a visitor visits and in what order. This roadmap that a visitor follows through a website is called clickstream. This information represents digital breadcrumbs that offers in-depth analysis of user’s interaction with the website, including how much time a user spent on each page and where they clicked to navigate.
How can clickstream analytics help boost business?
There are several ways businesses can take advantage of clickstream analysis. From improving user experience to boosting consumer base, clickstream analysis work wonders for business growth.
1. Recognizing customer trends
Using clickstream analytics, businesses can figure out the path customers take in order to reach their website. Moreover, organizations can identify familiar patterns and trends by collecting and analyzing the clickstreams of a large number of customers and use the results to improve user experience.
For instance, if most of the users use the same keyword to reach a site that leads to the brand’s website, the company can improve the website in such a way that it is optimized for that search term.
2. Getting rid of abandonment
Nothing hurts a business than cart abandonment. Using clickstream data, you can identify the top pages where most of the customers leave the site. For instance, if a large pool customer base leaves a page on a certain page, it must be something distressing about that page. It could be a lack of some type of payment gateway or a feature that is not working appropriately. Most of the customers abandon the page if it’s asking too many questions or requires extra attention.
3. Analyzing different pathways to reach a destination
Clickstream data analysis can help understand different ways to reach a product page or website page. Using these details, the company can formulate different paths for customers to ensure that customers get quick and effective access to a company’s product or web page.
The applications of clickstream are just becoming mainstream. As the technology matures with time, we can unlock many opportunities. It has already proved itself valuable for certain business, with time, it would gain more attention surely.
Industry Trends and Statistics:
An increase in e-commerce and the adoption of mobile technology drive the growth of the global clickstream analytics market. However, data privacy and cybersecurity hampers market growth. On the contrary, the emerging trend of predictive marketing is expected to create lucrative opportunities in the industry. According to a report published by Portland (OR) based research firm, the global clickstream analytics industry accounted for $868.8 million in 2018 and is anticipated to reach $2.56 billion by 2026.
Guest Author:
Swamini Kulkarni
