Using clickstream data to enhance business‐to‐business web site performance

Purpose This paper is designed to illustrate how clickstream data, collected from a B2B web site and then analyzed using web analytics software, can be used to evaluate and improve B2B web site performance. A number of issues in the application of clickstream data and web analytics software are to be identified and discussed. Design/methodology/approach A case study approach is used to present some of the technical issues in the field of web analytics and to demonstrate their value in B2B web site management. Three field experiments, focusing on incorporating ways to discourage shopping‐cart abandonment and the use of two different free‐shipping promotions, were used as the basic research method for collecting the data. Web traffic conversion funnels are used to conduct the analysis and present the findings. Findings The analysis of clickstream data using web analytics procedures serves as a useful tool in the enhancement of a B2B web site by investigating how visitors move through the web site conversion process and complete their purchase. Improved sales result from each of the three field experiments. Research limitations/implications Researchers may use the paper as evidence that web analytics methods can be applied successfully in a B2B application for a technology‐oriented company. Practical implications The paper illustrates the use of clickstream data to measure the progression of web site visitors through the conversion process toward purchase. Originality/value Insight is provided into the usefulness of web analytics as a framework for performance measurement that is used to drive success for B2B web sites.