Visualising web browsing data for user behaviour analysis

The rapid growth of Internet usage has dramatically changed the way we interact with the outside world. Many people read news, communicate with friends and purchase goods online. These activities are usually done via web browsing. Understanding user web browsing behaviour is important in improving their browsing experience. For example, website usability and the personalization of online services could both benefit from knowledge of user browsing patterns. Much research has been done on understanding user web browsing behaviour. However, the usefulness of visualisations has not been fully explored in this space. In this paper, we introduce a system that offers three different ways of visualising web browsing data. This system provides a common interface for users to interact with the visualisations. We also present an evaluation of the system with end users. We show that by visualising a user’s web browsing history, we are able to uncover interesting patterns in the way that individuals use the Web.