Clickstream Analysis in Online Retail: Use Da...

Clickstream Analysis in Online Retail: Use Data Insights to Refine UI/UX and Boost Conversions

Author Name : Saurabh Mittal, Er Akshun Chhapola

ABSTRACT Clickstream analysis has emerged as a vital tool for online retail businesses seeking to harness the power of data driven insights. By capturing and analyzing every digital interaction, retailers can gain a comprehensive understanding of customer behavior and journey patterns. This study explores the utilization of clickstream data to refine UI/UX designs and drive higher conversion rates. Through sophisticated tracking techniques, every click, scroll, and navigation step is recorded, enabling analysts to pinpoint friction points and identify opportunities for enhancement. The findings indicate that even minor adjustments to interface elements can lead to significant improvements in user engagement and satisfaction. By examining heatmaps, session replays, and conversion funnels, the analysis not only highlights popular product pathways but also reveals areas where potential customers tend to abandon their shopping experience.