TY - GEN
T1 - Structural analysis of page access behaviors of sessions at website of a housing equipment company
AU - Komatsu, Mikio
AU - Mori, Masahito
AU - Sumita, Ushio
AU - Hayashi, Takaki
AU - Okada, Masahiro
N1 - Publisher Copyright:
© IEOM Society International.
PY - 2016
Y1 - 2016
N2 - 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.
AB - 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.
KW - Clickstream data
KW - Data mining
KW - Page access behavior
KW - Transition probability matrix
KW - Visualization
UR - http://www.scopus.com/inward/record.url?scp=85018459385&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85018459385&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85018459385
SN - 9780985549749
T3 - Proceedings of the International Conference on Industrial Engineering and Operations Management
SP - 525
EP - 536
BT - 6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016
PB - IEOM Society
T2 - 6th International Conference on Industrial Engineering and Operations Management in Kuala Lumpur, IEOM 2016
Y2 - 8 March 2016 through 10 March 2016
ER -