2014•Journal of Data and Information ScienceOpen access
Exploring users’ within-site navigation behavior: A case study based on clickstream data
Yu Chi Wenrui Jia Tingting Jiang
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Abstract
Purpose : The goal of our research is to suggest specific Web metrics that are useful for evaluating and improving user navigation experience on informational websites. Design/methodology/approach : We revised metrics in a Web forensic framework proposed in the literature and defined the metrics of footprint, track and movement. Data were obtained from user clickstreams provided by a real estate site's administrators. There were two phases of data analysis with the first phase on navigation behavior based on user footprints and tracks, and the second phase on navigational transition patterns based on user movements. Findings : Preliminary results suggest that the apartment pages were heavily-trafficked while the agent pages and related information pages were underused to a great extent. Navigation within the same category of pages was prevalent, especially when users navigated among the regional apartment listings. However, navigation of these pages was found to be inefficient. Research limitations : The suggestions for navigation design optimization provided in the paper are specific to this website, and their applicability to other online environments needs to be verified. Preference predications or personal recommendations are not made during the current stage of research. Practical implications : Our clickstream data analysis results offer a base for future research. Meanwhile, website administrators and managers can make better use of the readily available clickstream data to evaluate the effectiveness and efficiency of their site navigation design. Originality/value : Our empirical study is valuable to those seeking analysis metrics for evaluating and improving user navigation experience on informational websites based on clickstream data. Our attempts to analyze the log file in terms of footprint, track and movement will enrich the utilization of such trace data to engender a deeper understanding of users' within-site navigation behavior.