FLEXI: A toolkit for malleable web sites

The subject of Web mining and personalization has generated a lot of interest across the research community as well as industry. The popularity of a Web site depends on the recommendations it gets from other Web sites. The way the user navigates through Web site content is dynamic. Each Web user's traversal on a Web site can be seen as a Markov chains. We can build a Markov model of the Web site using past traversals on the hyperlinks as their accumulated navigation behavior. We analyze heatmap of clicks on a HTML page, showing hot and cold click zones and generate the page such that users view the hot zones area on the requested page. Our approach can enhance the user's browsing by using searching and relevance ranking methods to retrieve relevant information and render personalized Web pages. This approach can also be useful to focus on relevant components of the Web page where the sizes of user displays/screens are small, like PDAs.