Création de trafic, expérience de navigation et performance commerciale : que nous apprennent les 500 plus importants sites marchands américains ?

Authors

  • Christophe Haon Grenoble Ecole de Management
  • Chirag Patel Grenoble Ecole de Management

Keywords:

E-commerce, Web site traffic, Browsing experience, Conversion rate, Web 2.0

Abstract

Many tools are used by retailing websites to increase their performance: for example, sponsored links in search engines, e-mails, enriched content and various other functionalities. Surprisingly, the effects of these tools are not always well documented. This is especially the case for new tools. We study Top 500 North American retailing websites using covariance analysis so as to quantify the relation between these tools and various performance measures like traffic, browsing experience, behavior, and the websites’ sales. Our results give to practitioners, for the first time, a perspective into the effects of many commonly used tools, assessed simultaneously.

Author Biographies

Christophe Haon, Grenoble Ecole de Management

Christophe HAON est professeur au département Marketing de Grenoble Ecole de Management. Il est l’auteur de plusieurs articles et ouvrages portant sur le développement de nouveaux produits, l’orientation marché et le e-commerce. Il est également membre de l’Institut du Capital Client (ICC).

Chirag Patel, Grenoble Ecole de Management

Chirag PATEL est professeur assistant au département Marketing de Grenoble Ecole de Management. Ses recherches portent sur l’innovation radicale, l’apprentissage organisationnel et le e-commerce.

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Published

2011-12-19

How to Cite

Haon, C., & Patel, C. (2011). Création de trafic, expérience de navigation et performance commerciale : que nous apprennent les 500 plus importants sites marchands américains ?. Systèmes d’Information Et Management (French Journal of Management Information Systems), 16(4), 9–36. Retrieved from https://revuesim.org/index.php/sim/article/view/357

Issue

Vol. 16 No. 4 (2011)

Section

Empirical research

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