What Do We Mean By Clickstream Data?
We have always admired the notion of ‘trackability’ on internet. Whether it be clickstream data, video view or purchase data; it’s always great to know how many people have visited our sites, how many of them stayed, for how long, which items they’ve seen the most, clicked the most and eventually what real action they’ve made on the site. Services like Google Analytics, Yandex, Kissmetrics are all shedding a light on the visitor journey happening on our websites. Analyzing visitor’s intention on your websites is the quickest road to winning the battle of loyalty.
Cookies and login events are also a great source of information if you’re trying to get an insight on your visitors. The toughest part of all these is understanding the visitors’ intention. Is she looking for a pair of sneakers or is he looking for a kids’ video for his 5 year-old?
We’ve been doing a bit of qualitative user testing, lately. Rather than looking at the Google Analytics data, we’re now trying to talk to real people, watching them jump through various pages to get insights as to how clickstream data is formed in real-life and asking them questions about their web habits. We can say that we have been experiencing real moments of epiphany ever since we started with the testing.
Talking to our visitors in the way that a sales rep welcomes a customer is not a chance we usually get in the digital environment so in that sense it’s a joyful experience.
What Is A Visitor’s Intention?
By talking to users, we have once again realized how hard it is to understand the purchase funnel. Price elasticity, rationale behind decisions, perception of colors, search capabilities; all of these characteristics differ for every user. One thing that is common among all users is; they easily understand a thing that they like or hate!
The fancy algorithms we apply, the sophisticated databases we use, the seamless experience we provide omni-channel; they all end up triggering a yes/no decision on a visitor’s mind.
Combine Marketing and Technology To Predict Your Visitor’s Intention
The visitors always give us clues on the their intentions with their clickstream behavior. If she’s looking for a t-shirt, she visits t-shirt pages one after the other. If she’s just window shopping, she mostly stays on the category pages. If she clicks on formal clothes, she’s most probably looking for something to wear at work.
It’s important to be able to read these signals in real time and serve her in the best way as possible. For this we need technology to meet consumer knowledge. Bearing in mind that today’s connected consumer is intelligent and hard-to-convince, we may need to be more open to hearing what they have to say.