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Création de Trafic, Expérience de Navigation et Performance Commerciale : Que Nous Apprennent Les 500 Plus Importants Sites Marchands Américains

Author

Listed:
  • Christophe Haon

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Chirag Patel

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

Abstract

Les outils mis en œuvre par les sites marchands pour se développer sont nombreux : référencement payant, courriers électroniques, enrichissement du contenu et des fonctionnalités. Néanmoins, les effets de ces outils ne sont pas toujours très bien connus, en particulier s'agissant des plus récents. En se basant sur l'étude des 500 plus grands sites marchands Nord Américains, une série d'analyses de covariance nous permet de quantifier les relations entre ces outils et le trafic, l'expérience de navigation et les comportements des Internautes, et enfin les ventes des sites marchands. Nos résultats offrent ainsi pour la première fois aux praticiens un éclairage sur les effets d'un grand nombre d'outils étudiés simultanément.

Suggested Citation

  • Christophe Haon & Chirag Patel, 2011. "Création de Trafic, Expérience de Navigation et Performance Commerciale : Que Nous Apprennent Les 500 Plus Importants Sites Marchands Américains," Grenoble Ecole de Management (Post-Print) hal-00904223, HAL.
    • Handle: RePEc:hal:gemptp:hal-00904223
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00904223
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    Citations

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    Cited by:

    1. Dimitri Laroutis & Philippe Boistel, 2019. "Comportement d'achat online : facteurs explicatifs du montant des achats Une étude exploratoire," Post-Print hal-02872777, HAL.
    2. Oberoi, Poonam & Patel, Chirag & Haon, Christophe, 2017. "Technology sourcing for website personalization and social media marketing: A study of e-retailing industry," Journal of Business Research, Elsevier, vol. 80(C), pages 10-23.

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