Understanding Real-Life Website Adaptations By Investigating The Relations Between User Behavior And User Experience

We study how a website adaptation based on segment predictions from click streams affects visitor behavior and user experience. Through statistical analysis we investigate how the adaptation changed actual behavior. Through structural equation modeling of subjective experience we answer why the change in behavior occurred. The study shows the value of using survey data for constructing and evaluating predictive models. It additionally shows how a website adaptation influences user experience and how this in turn influences visitor behavior.