How to Enhance Customer Experience with Clickstream Data?

In order to provide a personalised client experience and sell the right products in the right way, an online store must track the behaviour of its users.

Online retailers can generate relevant business insights and achieve a deeper understanding of how and when their products or services can be sold. So the most efficient way to do so is to apply would be using clickstream data.

Clickstream analytics is especially crucial for a business that is interested in multi-channel marketing and sales. Clickstream data can also be collected all over multiple digital platforms, and customer touchpoints offer a complete picture of what impacts a shopper’s buying decisions. In this blog entry, we will discuss how retailers can benefit from clickstream analysis.

What is clickstream data?

You’ve probably heard of Clickstream data by now, as it’s a term that’s becoming more popular. So what does it mean, and what makes this data so important?

Simply put, a clickstream is a path that a user takes while browsing the web. It is typically focused on a particular website and depicts how the user shifted from search to purchase. For example, terms of search engines show where a user has searched for single or multiple terms and then clicked on a term and whether they return to search.

The Clickstream is all about connecting the actions of a particular user within a single session. This entails determining where a search, click, or purchase occurred within a single session. This leads to one of the most challenging areas of Clickstream data to define. What constitutes a single session?

For example, if the same user visits a site an hour apart, will this be considered part of the same stream, or will it be considered two separate sessions and thus unrelated? What about 10 minutes or 1 minute apart? This is an arbitrary value for which there appears to be no industry standard. As a result, two parties using the same data may produce different results.

What Makes Clickstream Data Superior?

There are several advantages to using Clickstream data over standard keyword data. First, taking keywords and search volume from the Clickstream provides far more reliable data, as spam caused by bot traffic is much easier to identify and filter out. Second, it isn’t effortless to identify a simple search over an automated search when you only have keywords and volumes to examine and don’t have the rest of the Clickstream.

However, that is only based on the keywords and searches. So when you gain access to the Clickstream, it means you now have access to a wealth of data.

The Benefits Of Clickstream Analytics In The Retail Industry

People nowadays are increasingly shopping online, and clickstream analytics can assist retailers in determining the effect is relatively simple to correct the effects of their store as a sales channel. However, retailers now realise that pathogen is expected to reach $2.7 billion by 2027.

Businesses can gain deep insights into customer behaviour by using Clickstream data logs. They can also create effective key performance indicators, accurately measure their marketing efforts, and improve the overall user experience.

Getting A Complete Picture Of Your Customer’s Online Experience

As a method of tracking online user behaviour, clickstream data assists businesses in identifying each customer as a distinct individual, assembling the various data points to form a ‘data-driven profile’ of each user.

User behaviour data is critical for any company that wants to be customer-centric. And, by providing a comprehensive view of the path-to-purchase activity, clickstream data enables brands to target customers at any stage of the funnel — from top-of-funnel search activities to price comparisons or adding products to a shopping cart.

These types of insights allow marketers to know exactly where their campaign spend is going — beyond the top-level awareness metrics like clicks and impressions, as well as data from their website, which they would usually be limited to.

A granular view of consumer behaviour allows you to precisely identify and target new audiences and understand why and how they convert in response to marketing campaigns, making it much easier to prove ROI.

In short, clickstream data can be a valuable asset for better understanding your customers, optimising user experience, refining the customer journey, and identifying new prospects. What distinguishes Clickstream data?

Creating Relevant Key Performance Indicators

By viewing the complete customer experience, sellers can define relevant and measurable key performance indicators by collecting clickstream data. Revenue alone is insufficient to guarantee high levels of customer satisfaction.

There are numerous intermediary steps before conversion. Just because there is no significant surge in activity at the final stage of the customer journey does not indicate that difficulties do not develop. They could happen in one of the intermediate steps between a landing page and conversion. As a result, collecting data on specific activities and steps and the client experience is critical.

This data proves to product owners whether or not the e-commerce website is driving sales of specific products. In addition, clickstream data indicate patterns in bounce and exit rates, which might reveal potential issues that retailers must analyse and resolve.

Running Marketing Initiatives With a Specific Audience In Mind.

Marketing teams can use clickstream data to create marketing campaigns that target specific client segments. In addition, because of the vast volume of data available, data analysts may readily segment customers in various ways.

Retailers can better target people who are more likely to convert and are genuinely interested in purchasing specific services or products by creating campaigns tailored to individual groups.

Unless you can afford to target big crowds, it is best to focus on smaller user segments. Clickstream analysis can assist merchants in obtaining a better understanding of individual customer groups’ behaviours, preferences, and shopping patterns. As a result, they are more likely to bring more shoppers who intend to connect with the e-commerce website.

What Retailers Should Know About Interpreting Clickstream Analytics

Clickstream data is critical in retail since it allows companies to see how customers engage with their e-commerce stores. This insight is critical for improving the overall customer experience and increasing conversion rates on an online sales platform.

Clickstream analytics can show and hence aid in resolving UX issues that may lead to client turnover. There are several approaches to glean relevant insights from clickstream data and using those insights in platform design.

In essence, not every user action can be routed through the backend service layers since it would be prohibitively expensive and complex to maintain. As a result, clickstream data is somewhat erroneous.

The collecting of clickstream data, on the other hand, is not about precision. Instead, the primary goal of clickstream analytics is to collect as much big data as possible as rapidly as possible so that retailers may develop essential business insights.

Clickstream data collected with an accuracy of 80–90% is usable. It is relatively simple to correct if the data accuracy does not fluctuate too much and the degree of inaccuracy is known.

Retailers should remember that clickstream data is primarily used to analyse customer interactions with online retailers. Clickstream analytics can identify shopping trends and usability difficulties, which can then be converted into actionable insights. It will undoubtedly assist shops in increasing customer satisfaction rates, but it does not guarantee that you will satisfy every buyer.