Digital platforms have become information-rich resources for businesses, particularly when applying insights to improve the customer experience. Today’s consumers leverage a number of different systems and touchpoints to engage with companies, and understanding this journey is absolutely critical.
Analyzing customers’ digital trails, a process known as clickstream analysis, is becoming more popular for corporations in every industry. Here are a few things your organization can learn by taking a closer look at customer clickstream information:
1. Key search terms
Overall, clickstream data can show the totality of a consumer’s online journey, including the sites they visited both before and after the company’s own website. One of the first important insights this data can offer includes the search terms users leveraged to find the business’s homepage or specific landing page through a search engine.
“Google sees more than 4 billion queries a day, and Bing gets just under 9 million.”
The vast majority of consumers utilize Google, Bing, Yahoo or other search engines to find the websites and resources they’re looking for. According to Smart Insights, Google sees more than 4 billion queries a day, and Bing gets just under 9 million. By taking note of the specific terms your visitors use to find the business, you’re able to craft content that is optimized and ensures that clients can easily find your organization, its online resources and service offerings.
2. Purchase preferences and market basket analysis
As Clickz noted, clickstream data can also provide a record of consumers’ purchasing habits, including where and when purchases were made and what items were bought. This can help organizations create more in-depth profiles about their target audience, including details about their interests, income and overall needs.
Taking this a step further, companies can complete market basket analysis on customer purchasing data to glean a more robust understanding of overall buying behavior. Because customers can take different paths, but arrive at the same location and end up purchasing the same item, it’s helpful, particularly for your organization’s marketing team, to have a roadmap of these common paths. In this way, the company can optimize these paths to create the most efficient route to purchase.
3. Product recommendations
Recommended products during the research or purchasing process have become a linchpin in the retail industry. However, businesses that offer up more intelligent, complimentary recommendations have the best chance of connected with customers and increasing order amounts.
This is another area where clickstream data becomes so helpful. By examining available data about the types of items customers typically buy together as well as the kinds of merchandise or service offerings consumers look at in and what order, businesses are more equipped to make recommendations that correlate and build off the products visitors are already researching and buying.
4. Effectiveness of online content
Other important elements clickstream data offer are the times users spend on specific pages, and the subsequent pages they visited afterwards. These factors are critically important when gauging the effectiveness of online content and advertising. A customer that only spends seconds on a page before leaving the company’s site altogether provides a telling message. Visitors that actively engage with content and remain on the site for longer show that content is more valuable and effective.
This just scratches the surface of the available insights clickstream data has to offer. In order to glean these and other results, however, your organization must have a robust system for discovering, gathering, preparing, and integrating data for analysis. To find out more about what’s required to make the most of your clickstream data, contact the experts at Unifi Software today.