A web page behavior control (WPBC) menu is provided on a rendered web page for enabling a user to perform actions on a portion of the web page content such as customizing, editing, sharing, analyzing, exporting, and/or annotating the content. The user may automatically activate the menu by performing a unique gesture on the rendered web page and/or by selecting a portion of the web page content. The WPBC menu may provide a list of applications which may be selected for modifying and managing the portion of selected web page content. The application may provide full functionality for managing the web page content in a separate user interface and/or directly on the rendered web page. Furthermore, manipulation of data presentation on the rendered web page such as table properties of a spreadsheet may be enabled through natural gestures.