Structural analysis of page access behaviors of sessions at website of a housing equipment company

Mikio Komatsu, Masahito Mori, Ushio Sumita, Takaki Hayashi, Masahiro Okada

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

A housing equipment company under consideration has a website, which consists of thirty blocks of pages, such as Top Page, Catalog, Products, Reform and Showroom, among others, having about 100,000 sessions per day. A session is said to make a conversion if it accesses one of the three sets of designated pages in Catalog, Reform, and Showroom, indicating that the session caller is likely to take a positive action soon for the businesses of the company. Accordingly, it is important to understand the structure of page access behaviors of sessions at the website and to identify unique characteristics of sessions making a conversion. For this purpose, this paper examines the transitions of sessions among page blocks, where sessions are categorized by referrers (Google and Yahoo with distinction of whether or not an access is through a commercially available banner advertisement), devices (PC, smart phone and tablet), weekdays vs. weekends, and landing pages, so as to capture the characteristics of conversion sessions. Based on this analysis, some suggestions will be made for improving the website so as to facilitate more sessions toward conversion.

Original languageEnglish
Title of host publication6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016
PublisherIEOM Society
Pages525-536
Number of pages12
Volume8-10 March 2016
ISBN (Print)9780985549749
Publication statusPublished - 2016
Event6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016 - Kuala Lumpur, Malaysia
Duration: 2016 Mar 82016 Mar 10

Other

Other6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016
CountryMalaysia
CityKuala Lumpur
Period16/3/816/3/10

Keywords

  • Clickstream data
  • Data mining
  • Page access behavior
  • Transition probability matrix
  • Visualization

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Control and Systems Engineering
  • Industrial and Manufacturing Engineering

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