  To provide a better understanding of the way in which university rankings are
used, we present a detailed analysis of the activities of visitors of a
university ranking website. We use the website of the CWTS Leiden Ranking for
this purpose. We for instance study the countries from which visitors
originate, the specific pages on the Leiden Ranking website that they visit,
the countries or the universities that they find of special interest, and the
indicators that they focus on. In addition, we also discuss two experiments
that were carried out on the Leiden Ranking website. Our analysis does not only
provide new insights into the use of university rankings, but it also suggests
possible ways in which these rankings can be improved.
