  Websites have an inherent interest in steering user navigation in order to,
for example, increase sales of specific products or categories, or to guide
users towards specific information. In general, website administrators can use
the following two strategies to influence their visitors' navigation behavior.
First, they can introduce click biases to reinforce specific links on their
website by changing their visual appearance, for example, by locating them on
the top of the page. Second, they can utilize link insertion to generate new
paths for users to navigate over. In this paper, we present a novel approach
for measuring the potential effects of these two strategies on user navigation.
Our results suggest that, depending on the pages for which we want to increase
user visits, optimal link modification strategies vary. Moreover, simple
topological measures can be used as proxies for assessing the impact of the
intended changes on the navigation of users, even before these changes are
implemented.
