Clickstream can be defined as a sequence of events generated by clicks on a website. When a visitor is on a website and interacts through clicks (or touch nowadays), the browser captures those events. Analysis of these events are called clickstream analytics.
By studying the sequence of events, it is possible to understand the browsing pattern, the amount of time spent, the portion of the website that is popular and other information.
But if you are on this page, there is a good possibility that you already knew what clickstream is. This blog post does not explain the technical aspects of clickstream analytics in detail. Rather explain the variants and what kind of analytics may be suitable for you.
Clickstream and IQLECT
In today’s context, clickstream analytics have two levels. Once upon a time, everyone had static websites. At that time, the measurements of hits or number of visits were the key metrics. However, today we have multiple different businesses that operate with different MO.
In order to cater to these varied business types, clickstream analytics usually come in two flavors.
1. Clickstream Analytics
2. E-commerce Analytics
Clickstream analytics focuses on the web traffic. It works at a server level and tracks the number of pages served, time spent, load time for pages, the popularity of a particular page and many more metrics. This works well for static and dynamic pages that usually have limited number of products or services to offer. For example, a SaaS organization that wants to track conversion ratio from visitor to customer. Or, a serious blog site that wants to personalize user experience by analyzing browsing pattern.
Clickstream analytics is now no longer a luxury but rather a necessity. Use of advanced analytics such as predictive modeling, application of machine learning algorithms, channel assessment, user behavior tracking and prediction can improve the efficiency of websites to decide winners or losers.
E-commerce analytics is the analysis of not only pages and visitors. It includes product, categories, marketing channels, sales figures, basket/cart analysis and much more. It is the superset that includes clickstream analytics and provides more insights. In most cases, these solutions are tailor-made and not readily available. Here the key is the customer. Knowing his/her likes and dislikes, the likelihood of purchase, understanding their sentiments and strong recommendations are key to a good e-commerce business.
Converting a casual visitor to a buyer is often a big challenge. While the advanced analytics for e-commerce often takes a fair bit of customization effort, they yield a good result. Especially, if implemented with the correct approach.
Clickstream & e-commerce analytics are often looked at from the same angle but requires careful consideration based on the business type and operation style.
At IQLECT we have thrown in Machine Learning and Predictive Analytics capabilities with the solutions to make clickstream & e-commerce analytics more impactful. Feel free to try it here.
Read more about the history of e-commerce here.