Clickstream analysis is the process of studying the progression of user actions from one web page to the next, tracking the paths or paths they take and collecting data on a user’s behavior. This data can be used to better understand consumer behavior on a website, assess the effectiveness of certain pages in terms of how they lead to conversions or sales, and finally, create more effective marketing campaigns.
Clickstream analysis works by tracking clicks, keystrokes, mouse movements, page views, reach, pageviews, and other actions a user has taken while visiting a website. With data collected, marketers can identify the most popular paths and sources of engagement and analyze behavior to target individual users and groups. This data helps to understand customer needs and interests, optimize web page design, and create better calls-to-action.
In addition to basic clickstream analysis data, marketers can gain insights into consumer engagement trends, time-on-page, bounce rates, total visits, and more. By leveraging these data points, they can gain insights into how users interact with their website or mobile app and gain actionable insights about consumer behavior.
Clickstream analysis is invaluable for gaining a greater understanding of user’s digital behavior. With this enhanced data and an ability to measure user behavior on a more granular level, marketers can develop the best online experiences that generate conversions and sales.
