If your web store is getting zillions of hits a month, business must be skyrocketing, right? Not necessarily. Many online retailers monitor visitor traffic as a measure of their stores’ success. But in a study they assert is one of the first in-depth analyses of online visiting behavior using Internet clickstream data, two Wharton researchers explain why high traffic streams to a website need not necessarily mean an increase in business and point out that commonly used measures of web store success such as number of hits, page views, and average time spent at a site provide only generalized information about customers.
Content: Article
Authors: Peter Fader, Wendy Moe
Source: “Knowledge@Wharton”
Subjects: IT / Technology / E-Business, Marketing / Sales
Authors: Peter Fader, Wendy Moe
Source: “Knowledge@Wharton”
Subjects: IT / Technology / E-Business, Marketing / Sales
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