A High-Level Representation of the Navigation Behavior of Website Visitors

Alicia Huidobro, Raúl Monroy, Bárbara Cervantes
2022 Applied Sciences  
Knowing how visitors navigate a website can lead to different applications. For example, providing a personalized navigation experience or identifying website failures. In this paper, we present a method for representing the navigation behavior of an entire class of website visitors in a moderately small graph, aiming to ease the task of web analysis, especially in marketing areas. Current solutions are mainly oriented to a detailed page-by-page analysis. Thus, obtaining a high-level
more » ... of an entire class of visitors may involve the analysis of large amounts of data and become an overwhelming task. Our approach extracts the navigation behavior that is common among a certain class of visitors to create a graph that summarizes class navigation behavior and enables a contrast of classes. The method works by representing website sessions as the sequence of visited pages. Sub-sequences of visited pages of common occurrence are identified as "rules". Then, we replace those rules with a symbol that is given a representative name and use it to obtain a shrinked representation of a session. Finally, this shrinked representation is used to create a graph of the navigation behavior of a visitor class (group of visitors relevant to the desired analysis). Our results show that a few rules are enough to capture a visitor class. Since each class is associated with a conversion, a marketing expert can easily find out what makes classes different.
doi:10.3390/app12136711 fatcat:bfrxd2smaff5vmlxfireynx2f4