In a world flooded with data, discerning meaningful patterns from clickstream data is akin to finding a needle in a haystack. Traditional analytics offer a superficial glance at user behaviour but fail to capture the interactions that define the digital experience. Targeted optimization of the website requires understanding the interests and wishes of the users. To do this, it is necessary to define personas from the raw data and examine their character.
Click data from visits to the Viscovery website were recorded for a six-month period to transform raw click data from their website into actionable insights. Then, a self-organizing map (SOM) has been used to segment user behaviour into distinct profiles or personas. This approach not only identified typical usage patterns but also provided a detailed map for real-time visitor classification.
The analysis revealed 13 distinct clusters of behaviour, each offering a window into the diverse ways visitors engage with the Viscovery website. From casual browsers to focused users, the behaviour classes were meticulously interpreted, providing a comprehensive blueprint for understanding visitor intent and preferences.
The implications of the analysis offer a multitude of benefits:
- Website Optimization: Tailoring web experiences to match personas, enhancing usability and engagement.
- Targeted Marketing: Delivering personalized advertisements and content, significantly increasing conversion rates and customer satisfaction.
- Subscriber Relationship Management: Utilizing behaviour profiles to refine subscriber interactions and offerings.
The unique visual approach to multi-dimensional user data enables the understanding of the users on a higher level. While a simple histogram of dwell times shows, how long people tend to stay on a certain page, the clustered view reveals common patterns, unexpected similarities and the assignment of an actual personality instead of just single numbers. Once we know the persona, we can easily design and implement strategies for improved usability. By prioritizing privacy and anonymizing data, it sets new standards for responsible data use in web optimization. The case study is more than a technical achievement. It's a visionary approach where data empowers innovation and customization. As businesses strive to navigate the digital landscape, this analysis offers a roadmap to success in an increasingly competitive online world.
If you’re interested in discovering the results of the analysis in form of an original SOM, visit our showcase!