
Chapter 13 n IQ Applied to Internet and e-Business Information 619
Browser type used ;
URL of the first and subsequent pages, images, or scripts accessed ;
URL of interior pages that may be linked via a bookmark ;
Page sequences ;
Page dropped off ;
Was the drop off after starting a purchase or service request? ;
Length of time on a page (see limitations below) ;
Site map pages selected (shows specific interests) ;
Site search engine keywords used ;
Search engine “found pages” accessed ;
Glossary words or help features used (may show ease-of-use issues) ;
Clickstream analysis does have some limitations. “Noise” can distort the
Clickstream data. Limitations include:
Search engines capture the site time of access, not the e-Visitor time of
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access. This limits the ability to see the local time of the e-Visitor.
e-Customers may not accept cookies that provide clickstream data. To
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overcome this, have a strong Customer-focused privacy and security
policy and honor it. Mention that you require cookies and explain why
from a Customer care focus. This can prevent some Customers from
rejecting cookies.
If e-Customers are interrupted while on a page view, it skews time
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of stay.
Search engines may use a cache to refresh previously accessed pages,
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skewing the page traversal data. To overcome this, use techniques that
force the reaccessing of the page from your site.
Seek feedback on the nature o ...