A Discrete Choice Model for Web Site Work Results

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.

Abstract

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
• Language: English
• 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 ; Probabilities; L - Industrial Organization > L8 - Industry Studies: Services > L86 - Information and Internet Services ; Computer Software

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