A Website Analytics System Considering Users’ Category

Website analysis is one of the most important fields of e-commerce and is always one of the main concerns of website administrators. Exploring the way users interact with web contents and where their attention focuses onto during navigation, is one of the key issues in this field. There are many studies in which the analysis is done for all categories of users. However, different categories of users have different needs from a website. An element may be favorable of a category while it is not of interest of another category. That is why in this paper, we propose a website analysis method based on users' categories that categorized users using two methods of data mining, classification and clustering, The first approach relies on the organizational categories and the second one on users' behaviors on the website. The proposed approaches have been implemented on a section of the University of Tehran's website. Then, using heat map, we showed the important items in a page for each category of users which can be used to restructure the pages appropriate to each category.