Table 6.

K-means cluster summary

K-means clusters	Silhouette coefficient	Outstanding attributes
1	0.31	Over-index on “contact-us” page, low bounce rate, moderate visit duration
2	0.40	Very low session duration, very low page views, high bounce rate, furthest distance from the corporate location
3	−0.05	Fairly high session duration, fairly high pageviews, low bounce rate
4	0.13	Over-index on “courses page” and “short-courses page”, moderate session duration, low bounce rate
5	0.01	Very high session duration, very high page views, very close geo-proximity to the corporate coordinates, low bounce rate and high organic search rate