Use Process Mining to learn about the behavior of the visitors of your website

1. Find out what people really do on you Website with Process Mining
Like most companies we at Promineth have a carefully designed website. We aim to attract
potential customers and provide our visitors with all the info they want. We even designed a kind of
“ideal path” through the information we provide.
Like all business owners we want to know how our visitors -potential customers- use our website.
What is the User experience? How do they find their way through the different pages? Do they
follow the ideal path we designed for them? Where do they linger? What do they skip?
There are many tools that do web-statistics (we use the Google analytics dashboard Plugin for
WordPress) but statistical analysis did not answer all our questions. And because we are process
miners we started process mining the log-file of our website. Since the standard log files record
loads of unwanted traces and details we developed a Worpress Plugin that collected exactly the
information we needed for this test-project. Then we started mining our own website
www.promineth.nl. And we made some interesting discoveries.
This is what our website looks like.
From the homepage we have 6 pages the user can choose from: Promineth, Process-Mining,
Who-R-you, Who-R-we, Services and Contact. And in the “Who-R-You” page the user can choose
the following categories: IT manager, Compliance Officer, Business Owner, Lean Six Sigma,
Software Company.
Questions we asked ourselves.
There were two basic questions we wanted to investigate:
Question -1- Can we profile the visitors of our Promineth website, can we distinguish different
profiles and behavior, and can this information help us to improve (tailor) our website.

2. Question -2- This question came from the web-designer.. “Does the “ideal path” we designed
trough our website really work. Are people following that path?”.
What we learned about our visitors and their behavior, and the improvements we made.
First the overall statistics.
In the monitored period we had 124 visitors (cases) who performed 841 activities (view a page).
On average our visitors visit 6-7 pages, but there is a big spread. The majority of the visitors (87 of
the 123 cases) spends max 14 minutes on our site.
To make better profiles we separated the visitors that seem to 'just wander around` from the ones
that were really focused, and came to the following mix: Business Owner 27%, SW Developer
25%, IT Manager 18%, Compliance Manager 15%, Lean Specialist 15%.
We then isolated the behavior of each “target audience” and could very easily determine what
pages they visited and find out which topic was favored by what audience.

3. What we found out was very interesting. Here a few of the findings, and how it helped us to
improve the website.
-Finding 1- Business Owners and IT managers do not go into detail. Action: we even more
simplified the content in the Business Owners section.
-Finding 2- SW developers are mostly interested in the services we provide. Action: we added
more detail in the SW developers section.
-Finding 3- Lean Specialists and Compliance officers are the most interested in finding out who we
are, and go to the contact form. Action: We enhanced those section with a little more background
out ourselves and will add reference info.
-Finding 4- Visitor profiles that visit the “Contact Us” page (a buying signal): Lean Specialist 30%,
Business Owner 25%, SW Developer 20%, IT Manager 15%, Compliance Manager 10%. Action:
Experiment with ways to increase all numbers, add more action buttons,
-Finding 5- For a mysterious reason our website is least frequent visited during the afternoon.
Afternoon dip between 14.00 and 18.00....
What we learned about the website design
What we discovered was good news: The most frequent path the visitors followed was indeed the
“ideal flow” we designed. This “ideal flow” starts with visitors landing on the home page. This is
how we imagined the ideal flow.. First our visitor wants to know a bit better what Process Mining is,
en clicks to the page “Process Mining”. Then the visitor wants to understand how Process Mining
can benefit his business, and goes to the page “Who-R-You”. After recognizing his profile the
enthusiasm grows. The visitor now becomes really interested, and wants to know more about the
people behind Promineth and tales a look at our profiles. This should give enough confidence to
look deeper into the services Promineth can offer. After visiting the page with our service portfolio,
the last step is to go to the contact form and mail or call us.

4. The ideal path..
Next steps:
We are going to implement a number of changes (the actions we defined) and then we will process
mine again to monitor the effect/impact of our changes. So we use Process Mining to continuously
improve our website.
And a typical effect of process mining: during the process more questions came up and we will
further analyze our website, the different profiles, the ideal path, etc.
But then again, Promineth is a small company and the website has a small number of visitors, so
we will not claim statistical significance. This analysis is just an exercise to research the
possibilities of process mining in Website analysis. We are open for candidates who are interested
to explore the possibilities of Process Mining to learn more about their websites.