What does clickstream analysis involve?

Clickstream analysis involves collecting and analyzing the sequence of web pages visited by users as they navigate through a website. This type of analysis helps businesses understand user behavior, preferences, and the overall effectiveness of their web design and content strategy. By tracking the path a user takes—from the entry point to the final exit page—organizations can glean insights into how users interact with their site, identify patterns, and make data-driven decisions to optimize the user experience and improve conversion rates.

For example, if a significant number of users drop off at a particular page, this may indicate issues with that page's content or design. Additionally, understanding the common paths taken can inform targeted marketing strategies or help in redesigning web navigation to enhance usability. This unique focus on the order of pages visited is what distinctly characterizes clickstream analysis, setting it apart from other types of data analysis, such as those that focus on audio data, database queries, or time spent on websites.