Internet of behaviours: lawyer website user behaviour analysis with Google Analytics data

Business websites are a crucial tool for attracting potential users and showcasing the services offered. However, the lack of sufficient information about user interactions on these platforms and the uncertainty of the factors influencing user behavior pose various challenges in efficiently managing such websites. In this study, Google Analytics data is used to better understand and optimize user behavior on law firm websites. In the study, Logistic Regression method was used to examine whether the variables affect website conversion. In addition, user behaviours were mapped with Fuzzy Cognitive Mapping (FCM) and simulated with Agent-Based Modelling (ABM). The data collected through Google Analytics consists of a series of metrics such as the time users spend on the business website, the number of page views, the number of interactive sessions and conversions. It was also concluded that returning users and average session duration also play an important role in increasing conversion rates. In order to increase conversion rates, businesses should try to increase the duration of user sessions and user interaction on the website, and in order to achieve this, it is recommended that both content and design should be user-friendly.