Website Interactions: An Analysis Using ANP Model

Designing of an Interactive Website

Due to the innovations made in the digital age of the society, the need for representing business is a necessity for all small sized or large companies. As a result, the implementation of a website is also becoming a necessity. In a similar manner, the various business models are also being made to comply with the new strategies of the digital era. As such the B2C model of business to customers has been made by implementing e-commerce solutions which provides customers the ability to shop online. This is the main reason for the adoption of various strategies in the online business leading to the development of various methods for analyzing website interactions. This paper includes the analysis of the various parameters that will be used for website interaction measurements. Furthermore, this paper also includes an evaluation based on the ANP model of analysis.

The design of an interactive website must be done by considering the various success related factors [1]. This includes managing the product, designing of a great sales page, maintaining finance of the company and market analytics. However, the design of a website must be similar to their overall pages so that the design of the page must match their overall interactions made. They must also be used for highlighting the networking parts of the system.

This is the main reason for considering the model of Anghern which successfully defines the ICDT model (Information, Communication, Distribution and Transaction) as the blueprint considered for successful e-commerce retailing [2]. The main objectives of the ICDT model involves analyzing the market insights and the analytical information that prevails in any kind of internet based business. This accounts for the success of a company and makes them much more reachable to audiences.

The major features of them are mainly intended for use for the e-commerce industries. Firstly, by the use of advertising media and marketing through internet, it can be used for better reaching to the customers. The second feature of the ICDT model is that it can be used for interacting with the consumers such that the feedback can be used to address in the product. The third feature of the model is that it can be used for reaching a large amount of audience under lower logistic requirements and faster delivery. Lastly, they are used to get a transactional knowledge of the product relating to delivery and purchase [3]. The use of website indicators is basically done for getting an insight out of the daily engagements made by the visitors. This in turn helps in capturing their time spent and analyzing what type of posts was responsible.

Parameters for Website Interaction Measurements

Interactions are termed as the exchanging of behaviors and reactions between two parties. For information technology, interactions are termed as a series of interactions on a specific portion. For a business, customer acquisition is one form of denoting interactions. However, according to recent studies, it has been found that great services along with good transactional services are greatly used to enhance the user interactions allowing a business to grow [4]. Corresponding to any physical stores where owners need to analyze the behaviors and patterns regarding user behaviors for an extended period, online stores use the concept of information systems for achieving a dominative business solutions where the analytics can be captured in a day. The online stores immediately responds to any queries made by their customers and by using advanced marketing strategies, the relevant posts and products based on the interactions made by a customer are showed to them for maximizing revenue made. This helps in capturing the positive feedbacks from a customer and applies into business.

There are five different categories of website interactions which determine the processes and operations of it. These are customer support, marketing analysis, customized selection processes, promotional strategies and entertaining posts [5]. The interaction made out of a website is directly related to the positive impressions gained by a visitor.

Online stores have a major benefit of utilizing virtual spaces. Unlike traditional stores where the presence of a warehouse is necessary for storing products and shipping them, online stores do not need to utilize these haggles. This will allow the owners of a digital store to directly buy products or sell them from traders or other convenient people. In case of website evaluations, the products that are to be shown must be properly marketed. This helps in proper targeting. As physical stores accomplish these by catalogues and magazines, the online store websites does so by making videos and digital catalogues [6]. This helps the customers to surf the websites and get a good amount of interactions from the product marketing. In addition, the cost and updating of the store can be done very easily by adding the integration of a new product in the website. The use of electronic entrepreneurship helps in making new channels for monetizing by integrating various ideas of marketing. This helps in better channelization and creates new places or driving revenue. This process is done by getting analysis of the website design processes. The process of gathering insights from the interactions made and the evaluation of these are termed as website evaluation. This paper will conduct a website evaluation on the basis of the ANP model.

ANP Model for Website Interaction Analysis

The analytic network process (ANP) is used for getting an analysis of the decision making issues that exists in case of any hierarchical networks [7]. The evaluation is done on the basis of feedbacks.

With respect to the problem characteristics, it is used to confirm the goals and objectives, finds the criteria needed for decision making and identifies the interdependence among the various criteria.

Pair comparison means to compare among two different criteria and sub-criteria. The sub-criteria classifications are done by comparing data among different or same clusters. The pair comparison of the ANP model is used for representing the matrix framework and the original priority vector for evaluating and comparing the relative relationships among the elements of the matrix [8]. Lastly, in accordance to the results asked from questionnaires to the respondents, the reasonability of weight distribution is tested. This in turn leads to the development of the CR (consistency ratio). In case the CR is found to be less than 0.1, then the consistency is found to be acceptable. Otherwise, the values of the matrix are adjusted for satisfying the consistency of the rankings. The expression for CR is:

CR=CI/RI, where RI is termed as the random inconsistency and the CI is termed as the consistency index.

As the ANP evaluation involves a decision making method which is based on the evaluation of various opinions taken from experts [9]. This is mainly done from taking the geometric means of the evaluations and develops a super matrix which constitutes of various sub-matrices. The sub-matrices included consist of cluster interactions and pair comparisons among the elements of the matrix. The total number of vertical fields is one which means that the multiplication of a weighted matrix with multiple powers is until convergence. The weights obtained after multiplication will determine the rank of the matrix. The decision plan which consists of the highest rank will be adopted and the decision will be impacted in the interface of the website.

Based on the above discussion of the evaluation strategies, the use of the ANP model is adopted for getting a framework for selecting a viable decision out of multi-objective statements [10]. In addition, the use of ANP model allows analysis of various performance indicators which in turn leads to a better understanding of the interactions made and better allocating of the resources.

This section of the paper discusses about the current situations analyzed by expert questionnaires.

Expert Questionnaires Based Evaluation

For responding to the trends associated with website interactions, a project team is required for carrying out the evaluation process involving various interactive websites. Out of 24 design indicators, five of them were identified for considerations [11]. On the basis of this, questionnaires were developed which was given responses and analyzed. Based on this the interactions were given an average value from the range 0-10. The first quartile was identified to be Q1=7.33 which determined which ones to retain and which ones to delete [12]. The indicators were categorized into five different categories which are 1-design, 2-checking, 3-service, 4-interactive and 5-promotion.

The evaluation was then allowed to be correlated so that the indicators can have interoperability among each other.

Figure 1: Correlation among indicators

(Source: [3], pp 5)

The study analyses the current weights and the ranks of the indicators and on that basis assigns the need for changes to be applied. This is the main role of a decision making process which is set according to the gaps identified among the various indicators of an e-commerce website. According to the results, the main indicators are the price checking, product ranking and searching and virtual reality [13]. This means that the use of these indicators in any websites is necessary and must be re-integrated with new ideas and technologies that will help in better revenue generation and sales. This will also lead to further allocation of resources to the adopted strategy and implement them accordingly.

Conclusion

Thus, it can be concluded from this paper that even after the successful evaluation of the website indicators and the analysis of the key performers, the need for addressing the requirements is a priority if maximizing user interaction is a necessity. These indicators are the key points which decide the user interactions which must be addressed in the design of a website. The results that have been generated from the evaluation of the website indicators show that there is a need for considering the improvement of the website indicators. This is basically shown on the basis of the ANP evaluation method. The evaluation is done to show a level of correlation among the different inter-related components which have been depicted in this paper. In addition, the ANP evaluation has also been successful in showing the importance of the indicators. This paper also discusses about the need for a better strategy for capturing the user experience. These analytics that captures the user interactions on various posts of the websites will be analyzed and addressed in the designs of the website.

The website designs need to address all the evaluations made according to the ANP evaluation methods. This paper recommends various features that can be applied to a website for better conversions.

Price checking

The integration of checking prices without having to select the main page of the product is a recommended integration that can be included in a website.

Product ranking

The ranking of a product is effective as it influences a user to purchase that product. A higher rankings on a product helps to make an impression in a good way.

Virtual reality

The virtual reality is an effective marketing tool as it successfully grabs the attention of a user. This can be better implemented in any website so that the interaction is increased.

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