Interactive tool to find focal spots in human computer interfaces in ecommerce: Ecommerce consumer analytics tool (eCCAT)

Abstract

eCommerce is one of the popular electronic services available in the vast Internet world. eCommerce endpoints, also called eCommerce websites, in general, are a composition of several web pages. Within eCommerce endpoints, there exist specific web page types that are abnormal in their consumption of information and user behavior called focal spots. Finding a focal spot is key for understanding and improving the human interaction interface on eCommerce endpoints. In order to make business decisions concerning these focal spots, decision analytics teams are employed to identify focal spots with abnormal consumer perception and to address areas in which to expand business. We propose a methodology for transforming user activity data into useful business analytics to find focal spots if any. In this work, we developed a prototype of a one-stop solution for non-technical users to understand customer response analysis on a given eCommerce endpoint. The proposed system, ‘eCommerce Consumer Analytics Tool (eCCAT)’, consists of a data extraction and automated analysis component and a visualization component. The interactive tool further provides a way to find a page in the eCommerce endpoint with an extreme key performance indicator.