ANALYZING USER BEHAVIOUR AND PAGE VIEWS BASED ON VISITOR TRAFFIC IN KOLEJ UNIVERSITI POLY-TECH MARA WEBSITE USING GOOGLE ANALYTIC
DOI:
https://doi.org/10.24191/mjoc.v5i1.8387Keywords:
Web Analytics, Google Analytics, Education website, Page Views, Visitor Behavior, User Interaction FlowAbstract
The approach of the Internet has affected organizations in numerous features. The website has become an integral part of the organizations, from publicizing the organization's profile to giving web services. This study is to evaluate and analyze user behaviour pattern at Kolej Universiti Poly-Tech MARA (KUPTM) website using Google Analytics (GA) as one of the web analytic tools. Website design and its services have become a crucial part for Higher Education Institutions (HEIs) to attract users in visiting their website. Therefore, the use of web analytic tools can be an effective solution in measuring, analyzing and identifying the traffic sources for a website. Google tag was added to all KUPTM’s website and the measurement periods has been done between May 2019 and October 2019. Results have shown that the number of visitors is significantly higher during the weekdays and are affected by external stimulus. An external stimulus, such as promotional activities would increase the number of website visitors. The visit trends show weekly fluctuation in the numbers. It records high numbers of visits during the weekdays and fewer visitors during the weekend. The fluctuation could be due to the number of visits were from internal users, i.e. KUPTM employees and students. The capability of Google Analytics to analyze website traffics in terms of collecting data regarding page views, user interaction flow and visitor behaviour will benefit the organization for making a decision.
References
Ameen, A., Alarape, M., & Adewole, K. (2019). Students’ Academic Performance And Dropout Prediction. Malaysian Journal Of Computing, 4(2), 278-303. Retrieved from http://myjms.moe.gov.my/index.php/mjoc/article/view/6701
Apaolaza, A., & Vigo, M. (2019). Assisted pattern mining for discovering interactive behaviours on the web. International Journal of Human-Computer Studies, 130, 196–208. https://doi.org/https://doi.org/10.1016/j.ijhcs.2019.06.012
Bartikowski, B., Gierl, H., & Richard, M.-O. (2018). Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites. Journal of Business Research. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.11.036
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2018). Creating Effective Online Customer Experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/0022242918809930
Buber, E., & Diri, B. (2019). Web Page Classification Using RNN. Procedia Computer Science, 154, 62–72. https://doi.org/https://doi.org/10.1016/j.procs.2019.06.011
Bufquin, D., Park, J.-Y., Back, R. M., Nutta, M. W. W., & Zhang, T. (2019). Effects of hotel website photographs and length of textual descriptions on viewers’ emotions and behavioral intentions. International Journal of Hospitality Management, 102378. https://doi.org/https://doi.org/10.1016/j.ijhm.2019.102378
Campbell, C., & Schau, H. J. (2019). Let’s Make a “Deal”: How Deal Collectives Coproduce Unintended Value from Sales Promotions. Journal of Marketing, 0022242919874049. https://doi.org/10.1177/0022242919874049
Cyr, D., & Head, M. (2013). The impact of task framing and viewing timing on user website perceptions and viewing behavior. International Journal of Human-Computer Studies, 71(12), 1089–1102. https://doi.org/https://doi.org/10.1016/j.ijhcs.2013.08.009
Davidson, B., Alotaibi, N. M., Hendricks, B. K., & Cohen-Gadol, A. A. (2018). Popularity of Online Multimedia Educational Resources in Neurosurgery: Insights from The Neurosurgical Atlas Project. Journal of Surgical Education, 75(6), 1615–1623. https://doi.org/https://doi.org/10.1016/j.jsurg.2018.05.001
Dhanalakshmi, P., Ramani, K., & Eswara Reddy, B. (2017). An improved rank based disease prediction using web navigation patterns on bio-medical databases. Future Computing and Informatics Journal, 2(2), 133–147. https://doi.org/https://doi.org/10.1016/j.fcij.2017.10.003
Dianat, I., Adeli, P., Asgari Jafarabadi, M., & Karimi, M. A. (2019). User-centred web design, usability and user satisfaction: The case of online banking websites in Iran. Applied Ergonomics, 81, 102892. https://doi.org/https://doi.org/10.1016/j.apergo.2019.102892
Du, R. Y., Xu, L., & Wilbur, K. C. (2019). Immediate Responses of Online Brand Search and Price Search to TV Ads. Journal of Marketing, 83(4), 81–100. https://doi.org/10.1177/0022242919847192
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5–27. https://doi.org/10.1177/0022242919861929
Fagan, J. C. (2014). The Suitability of Web Analytics Key Performance Indicators in the Academic Library Environment. The Journal of Academic Librarianship, 40(1), 25–34. https://doi.org/https://doi.org/10.1016/j.acalib.2013.06.005
Franzen-Castle, L., Colgrove, K., Wells, C., & Henneman, A. (2019). P204 Comparing Website Data From Food Newsletter Subscribers with General “Organic” Search Traffic Data. Journal of Nutrition Education and Behavior, 51(7, Supplement), S124–S125. https://doi.org/https://doi.org/10.1016/j.jneb.2019.05.580
Gai, P. J., & Klesse, A.-K. (2019). Making Recommendations More Effective Through Framings: Impacts of User- Versus Item-Based Framings on Recommendation Click-Throughs. Journal of Marketing, 0022242919873901. https://doi.org/10.1177/0022242919873901
Gebhardt, G. F., Farrelly, F. J., & Conduit, J. (2019). Market Intelligence Dissemination Practices. Journal of Marketing, 83(3), 72–90. https://doi.org/10.1177/0022242919830958
Gordon, E. J., Shand, J., & Black, A. (2016). Google analytics of a pilot mass and social media campaign targeting Hispanics about living kidney donation. Internet Interventions, 6, 40–49. https://doi.org/https://doi.org/10.1016/j.invent.2016.09.002
Guan, W., Gao, H., Yang, M., Li, Y., Ma, H., Qian, W., … Yang, X. (2014). Analyzing user behavior of the micro-blogging website Sina Weibo during hot social events. Physica A: Statistical Mechanics and Its Applications, 395, 340–351. https://doi.org/https://doi.org/10.1016/j.physa.2013.09.059
Henderson, C. M., Mazodier, M., & Sundar, A. (2019). The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance. Journal of Marketing, 83(3), 50–71. https://doi.org/10.1177/0022242919831672
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83(5), 78–96. https://doi.org/10.1177/0022242919854374
Hernández, S., Álvarez, P., Fabra, J., & Ezpeleta, J. (2017). Analysis of Users’ Behavior in Structured e-Commerce Websites. IEEE Access, 5, 11941-11958. doi:10.1109/ACCESS.2017.2707600
Holland, C. P., Thornton, S. C., & Naudé, P. (2020). B2B analytics in the airline market: Harnessing the power of consumer big data. Industrial Marketing Management, 86, 52-64. doi:https://doi.org/10.1016/j.indmarman.2019.11.002
Kromer, T. (2019). The question index for real startups. Journal of Business Venturing Insights, 11, e00116. https://doi.org/https://doi.org/10.1016/j.jbvi.2019.e00116
Liu, H., & Kešelj, V. (2007). Combined mining of Web server logs and web contents for classifying user navigation patterns and predicting users’ future requests. Data & Knowledge Engineering, 61(2), 304–330. https://doi.org/https://doi.org/10.1016/j.datak.2006.06.001
Liu, H., Lobschat, L., Verhoef, P. C., & Zhao, H. (2019). App Adoption: The Effect on Purchasing of Customers Who Have Used a Mobile Website Previously. Journal of Interactive Marketing, 47, 16-34. doi:https://doi.org/10.1016/j.intmar.2018.12.001
M’ikanatha, N. M., Yealy, C., Warrington, A.-M., Reefer, T., Boktor, S. W., Mueller, N., … Hackman, N. M. (2018). Use of an annual art competition to promote Web site traffic and engage children in antimicrobial stewardship in Pennsylvania. American Journal of Infection Control, 46(2), 217–220. https://doi.org/https://doi.org/10.1016/j.ajic.2017.06.035
McCorkindale, T., & Morgoch, M. (2013). An analysis of the mobile readiness and dialogic principles on Fortune 500 mobile websites. Public Relations Review, 39(3), 193–197. https://doi.org/https://doi.org/10.1016/j.pubrev.2013.03.008
Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The Role of Marketer-Generated Content in Customer Engagement Marketing. Journal of Marketing, 0022242919873903. https://doi.org/10.1177/0022242919873903
Muhammad, H., & Mohamad Zain, J. (2018). Visualizing Web Server Logs Insights With Elastic Stack– A Case Study Of Ummail’s Access Logs. Malaysian Journal Of Computing, 3(1), 37-53. Retrieved from http://myjms.moe.gov.my/index.php/mjoc/article/view/4882
Minatogawa, V., Franco, M., Rampasso, I., Anholon, R., Quadros, R., Duran, O., & Batocchio, A. (2020). Operationalizing Business Model Innovation through Big Data Analytics for Sustainable Organizations. Sustainability, 12, 277. doi:10.3390/su12010277
Pakkala, H., Presser, K., & Christensen, T. (2012). Using Google Analytics to measure visitor statistics: The case of food composition websites. International Journal of Information Management, 32(6), 504–512. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2012.04.008
Pengnate, S., & Sarathy, R. (2017). An experimental investigation of the influence of website emotional design features on trust in unfamiliar online vendors. Computers in Human Behavior, 67, 49-60. doi:https://doi.org/10.1016/j.chb.2016.10.018
Ramos, R. F., Rita, P., & Moro, S. (2019). From institutional websites to social media and mobile applications: A usability perspective. European Research on Management and Business Economics, 25(3), 138–143. https://doi.org/https://doi.org/10.1016/j.iedeen.2019.07.001
Samarasinghe, N., & Mannan, M. (2019). Towards a global perspective on web tracking. Computers & Security, 87, 101569. https://doi.org/https://doi.org/10.1016/j.cose.2019.101569
Saverimoutou, A., Mathieu, B., & Vaton, S. (2019). A 6-month analysis of factors impacting web browsing quality for QoE prediction. Computer Networks, 164, 106905. https://doi.org/https://doi.org/10.1016/j.comnet.2019.106905
Scholz, M., Pfeiffer, J., & Rothlauf, F. (2017). Using PageRank for non-personalized default rankings in dynamic markets. European Journal of Operational Research, 260(1), 388–401. https://doi.org/https://doi.org/10.1016/j.ejor.2016.12.022
Scholz, M., Schnurbus, J., Haupt, H., Dorner, V., Landherr, A., & Probst, F. (2018). Dynamic effects of user- and marketer-generated content on consumer purchase behavior: Modeling the hierarchical structure of social media websites. Decision Support Systems, 113, 43–55. https://doi.org/https://doi.org/10.1016/j.dss.2018.07.001
Soriano-Redondo, A., Bearhop, S., Lock, L., Votier, S. C., & Hilton, G. M. (2017). Internet-based monitoring of public perception of conservation. Biological Conservation, 206, 304–309. https://doi.org/https://doi.org/10.1016/j.biocon.2016.11.031
Stubb, C., & Colliander, J. (2019). “This is not sponsored content” – The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior, 98, 210–222. https://doi.org/https://doi.org/10.1016/j.chb.2019.04.024
Sunder, S., Kim, K. H., & Yorkston, E. A. (2019). What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions. Journal of Marketing, 0022242919875688. https://doi.org/10.1177/0022242919875688
Wei, J., Meng, F., & Arunkumar, N. (2018). A personalized authoritative user-based recommendation for social tagging. Future Generation Computer Systems, 86, 355–361. https://doi.org/https://doi.org/10.1016/j.future.2018.03.048
Wozney, L., Turner, K., Rose-Davis, B., & McGrath, P. J. (2019). Facebook ads to the rescue? Recruiting a hard to reach population into an Internet-based behavioral health intervention trial. Internet Interventions, 17, 100246. https://doi.org/https://doi.org/10.1016/j.invent.2019.100246
Zheng, G., & Peltsverger, S. (2015). Web analytics overview. In Encyclopedia of Information Science and Technology, Third Edition (pp. 7674-7683). IGI Global.
Published
Issue
Section
License
Copyright (c) 2020 Mohamed Ghazali Khairuzzaman, Shuhadah Othman, Rukhiyah Adnan, Noraini Ismail
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
