Clickstream data records a user's activity and page visits on a website. It can be analyzed and visualized to understand user behavior and how effectively a website is designed. Clickstream analysis tools use this data along with demographic and purchase data to create visualizations like hierarchical node graphs and circular layouts that show patterns in how users navigate a site. This helps retailers understand and improve their site design, search functionality, checkout process, and other areas to reduce abandonment and increase purchases.

1. Ecommerce clickstream
visualization

2. Clickstream
• Set or sequence of clicks.
• Click stream mining is a record of a user's activity on the internet.
• Clickstream data is becoming increasingly valuable to internet
marketers and advertisers.

3. Clickstream in ecommerce
• Analyzing effectiveness of a website.
• Clickstream analysis looks at why visitors behave in a particular way.
• Helps to aid further site development.
• Helps retailers to make more informed business decisions.

4. What data clickstream collects?
• Profile data
The information of the user who is visiting the website.
• Page data:
This contains information about the current page such as page path,
page title, number of hits and current visit duration.

5. Clickviz(Clickstream Visualizer)
• Many tools available in the market.
• Data used – clickstream data, demographic data and purchase history.

6. Hierarchical layout
• Nodes represent web pages.
• Edges represent transition from
one site to other.
• Thickness represents number of
transitions.

7. Circular layout
• All the checkout pages are
grouped (lower left).
• Red edges that emanate from
the checkout pages to other
parts of the site represent non-
purchasers who are
abandoning the checkout
process.

8. Checkout process
• Purchasers take a direct route through
the checkout process, whereas non-
purchasers show a more haphazard
route, including self-edges and early
abandonment, possibly indicating a
confusing checkout process.

9. Improving business with clickstream analysis
• Site design
• Low rates of searches from home page
Ensure that callouts and search functionality are clearly visible for visitors on
the homepage and key landing pages.
• Low rates of search from Category and Product pages
Ensure that callouts and search functionality are clearly visible throughout the
website.
• Disproportionate number of searches from a category
Investigate category pages and merchandising choices to determine the root
cause.

10. Improving business with clickstream analysis
• High rates of second searches
Consider adding filtering/query refinement technology to your site to allow
visitors to refine their searches without the need to enter a new query.
• High rates of site departure
Ensure that the page provides clear instructions for refining queries in the case
that a visitor did not receive results. Consider analyzing and improving results
relevance to reduce departure.
• High rates of abandonment to the home page
Analyze results relevance to understand and improve onsite search engine
effectiveness.