MNav: A Markov Model-Based Web Site Navigability Measure

Web site success is significantly associated with navigability, an important attribute of usability that denotes the ease with which users find desired information as they move through a Web site. Navigable Web sites allow users to form a mental model of the type and location of information in the Web site and an expectation of where and to what a particular hyperlink will lead. Existing navigability measures are based mainly on the static hyperlink structure of a Web site. Such measures, however, have two main drawbacks: 1) the effect on navigability of a hyperlink structure cannot be well characterized and 2) the effect on navigability of the navigation aids (such as the "Back" button provided by a browser) is ignored. In this paper, we abstract a dynamic Web surfing behavior as a Markov model which synthesizes typical surfing actions. Based on this model, we propose a novel navigability measure MNav. The experimental results show that MNav can be efficiently computed and it provides an effective and useful measurement of Web site navigability.