Understanding user behaviour on an online retail website

• Main Author: Tan, Xing Yuan
• Other Authors: Cheong Siew Ann
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Science::Physics
• Online Access: http://hdl.handle.net/10356/77188
• Institution: Nanyang Technological University

The webmaster has always trying to understand the profiles of the site visitors, especially for the business owners. With the improvement of technology, we can capture every interaction of the users and perform a detailed analysis of the site visitors. In this paper, we shall use a different technique to improve the conversion rate of Nzsale.com, which have found to be in the low 10%. A decision-making model of the subscribers basing browsing time was introduced. With the model, the faster users focused on user searches, and the slower users browse on sales banner more frequently. With this information, Nzsale can have a more focused target on the users to enhance conversion rate.