Pavlyuk, Dmitry (2008): A Discrete Choice Model for Web Site Work Results. Published in: Proceedings of the 8th International Conference Reliability and Statistics in Transportation and Communication (October 2008): pp. 237-240.
Download (150kB) | Preview
Currently a corporate web site is not considered as a necessary business attribute, but as a marketing tool which should yield results. In this study we consider a web site as an instrument for attraction of new partners (customers, suppliers). Web site outputs are a number of visitors interested in contact information (reached the contact info page) and a number of visitors who sent a request via a special form on the web site. We build a sequential discrete choice model for web site outputs. Explanatory variables set includes a number of visited pages, seconds spent on the web site, and dummy variables for specific pages visited (a page with prices information, a portfolio page). Also we investigate an influence of search engines (Google, Yahoo, MSN), which refer a visitor to a corporate web site and keywords used for pay-per-click advertising campaigns. We estimate model parameters on the base of a small UK-based web development company's web site statistical data and discover strong dependencies, which allow improving web site organisation and its search engine positioning.
|Item Type:||MPRA Paper|
|Original Title:||A Discrete Choice Model for Web Site Work Results|
|English Title:||A Discrete Choice Model for Web Site Work Results|
|Keywords:||sequential discrete choice model; corporate web site|
|Subjects:||C - Mathematical and Quantitative Methods > C2 - Single Equation Models; Single Variables > C25 - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
L - Industrial Organization > L8 - Industry Studies: Services > L86 - Information and Internet Services; Computer Software
|Depositing User:||Dmitry Pavlyuk|
|Date Deposited:||25. Feb 2010 08:58|
|Last Modified:||14. Feb 2013 01:21|
Ben-Akiva M, Lerman S. Discrete Choice Analysis: Theory and Application to Travel Demand (Transportation Studies), Massachusetts: MIT Press, 1985, 384p.
An M. Y. Econometric Analysis Of Sequential Discrete Choice Models. Duke University, Working Paper No. 95-55, 1997, p.22.
Buis M.L. Seqlogit: Stata module to fit a sequential logit model, VU University Amsterdam, Software Manual, 2007, p.17.