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Splitting the web analytics atom : from page metrics and KPIs to sub-page metrics and KPIs
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Kirsh, Ilan and Joy, Mike (2020) Splitting the web analytics atom : from page metrics and KPIs to sub-page metrics and KPIs. In: 10th International Conference on Web Intelligence, Mining and Semantics (WIMS 2020), Biarritz, France, 30 Jun - 3 Jul 2020. Published in: WIMS 2020 : Proceedings of the 10th International Conference on Web Intelligence, Mining and Semantics pp. 33-43. ISBN 9781450375429. doi:10.1145/3405962.3405984
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Official URL: http://dx.doi.org/10.1145/3405962.3405984
Abstract
Web analytics Key Performance Indicators (KPIs) are important metrics used to evaluate websites and web pages against objectives. The power of KPIs is in their simplicity. Every web page can be assessed by numeric KPI values, which can be easily calculated, compared, and tracked over time. KPIs highlight the strengths and weaknesses of individual web pages and significantly help in maintaining, improving, and optimizing websites. Current web analytics metrics and KPIs, in academic studies as well as in commercial tools, relate to entire websites and web pages. This paper advocates extending KPIs use to sub-page elements, such as paragraphs, as an effective way to refine knowledge and leverage web analytics capabilities. We discuss the potential and challenges of sub-page web analytics and define a framework for calculating sub-page metrics from accumulated in-page user activity data, such as mouse and keyboard events. Then we propose potential KPIs that may be effective in highlighting the strengths and weaknesses of individual page parts, such as paragraphs. We use web usage data from a sample website to demonstrate these ideas. This study is the first step towards sub-page web analytics metrics and KPIs. Further work is required in order to gain more knowledge about potential KPIs that are introduced in this work, as well as to explore new methods, metrics, and KPIs.
Item Type: | Conference Item (Paper) | ||||||
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Divisions: | Faculty of Science, Engineering and Medicine > Science > Computer Science | ||||||
Journal or Publication Title: | WIMS 2020 : Proceedings of the 10th International Conference on Web Intelligence, Mining and Semantics | ||||||
Publisher: | ACM | ||||||
ISBN: | 9781450375429 | ||||||
Book Title: | Proceedings of the 10th International Conference on Web Intelligence, Mining and Semantics | ||||||
Official Date: | June 2020 | ||||||
Dates: |
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Page Range: | pp. 33-43 | ||||||
DOI: | 10.1145/3405962.3405984 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||
Conference Paper Type: | Paper | ||||||
Title of Event: | 10th International Conference on Web Intelligence, Mining and Semantics (WIMS 2020) | ||||||
Type of Event: | Conference | ||||||
Location of Event: | Biarritz, France | ||||||
Date(s) of Event: | 30 Jun - 3 Jul 2020 |
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