Click analytics: What clicks on webpage indicates?

Abstract

World Wide Web is expanding day by day in number of users and websites. How a website could stand out in millions of websites to satisfy its users. This is where the role of website evaluation becomes crucial. Website evaluation methods help website designers to understand behavior of users, to improve the design and layout of the website and are useful to improve the website experience for users. In this paper, we will use an effective but very less often used website evaluation technique called Click Analytics. Click analytics records the clicks such as where a user clicks on the webpage and how many times. A click analytics based tool called Crazy Egg has been used to record the clicks on the home page of www.gndu.ac.in and gndualumni.net website. The data was analyzed and the behavior of the users based on clicks was interpreted. We found that interpretation of click data can be difficult task and it needs guidance and expertise. To make the task of analysts easier and to improve websites effectively, we have proposed a framework. This framework is useful to help the website designers and researchers to interpret the meaning of clicks received on each element of webpage and take respective actions to improve organization, design and navigability of websites and eventually the profitability of website.