What is Clickstream Data?
Clickstream data refers to the data generated by the users when they perform any activity or when they navigate over a web application. It comprises valuable information for businesses that can help them quantify user’s behavior and get an idea of how effective their website is at driving sales. Also, with the help of clickstream data, businesses can understand the user experience, based on their navigation patterns. Furthermore, by analyzing clickstream data businesses can predict which page customers are likely to visit next, improve their marketing strategy and come up with better recommendations.
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Benefits of Clickstream Data Analysis for Businesses
Click path optimization
Clickstream data analysis can guide businesses in website traffic analysis that can further help them in tracking the path the user takes while navigating through their website. As a result, businesses can gauge metrics that affect user experience such as the number of pages visited, page loading timings, the amount of data transmitted, and frequency of users.. Furthermore, by gaining such useful insights through clickstream data analytics, businesses can optimize the click path by making minor changes to the website to reduce bounce rates and increase conversions.
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Market basket analysis
Clickstream data analysis can pave the way for market basket analysis that can give them a better understanding of aggregate customer purchasing behavior. Also, by analyzing market basket, businesses can discover common interests of customers and common paths they take to arrive at the purchasing decision. Such valuable information can help businesses to determine the most productive path a site user can take for researching and buying a product.
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Next best product analysis
By leveraging clickstream data analytics, marketers can conduct the next best product analysis (NBP). With the help of this analysis, businesses can analyze what products customers prefer to buy together. This can further help them send real-time offers on such products to the customers to improve customer experience. Consequently, this can improve sales and revenue growth in the future.
Better customer segmentation
Clickstream data analysis offers in-depth insights into how individual customer segments behave. This can further help them to personalize customer experience at every touchpoint by analyzing customer behavior and interests in real-time. Additionally, customer segmentation at the granular level can establish another level of transparency and trust with customers and improve customer loyalty and retention.
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