Relationship Analysis between Website Traffic, Domain Age and Google Indexed Pages of E-commerce Websites

Kalpita Chakrabortty and Ebbin Jose

IIM Kozhikode Society & Management Review, 2018, vol. 7, issue 2, 171-177

Abstract: Increasing popularity of online business (e-commerce) has played an important role in the changing business scenario. The success of online business depends to a large extent on the online traffic e-commerce websites can pull in. Discovering the relationship between website traffic, domain age and Google indexed pages can help them to plan their actions to accommodate growth and maintain or increase their share on the web traffic. Though designing the right strategy to capitalize the online market in a specific category is vital, due to increasing competition and the changing trends it becomes challenging. Exploring the trends in strategies for pulling in traffic by different websites can further help the online business firms to understand the segment tactics for their business. In this article, we have carried out Multiple Linear Regression Analysis to identify the effect of domain age and Google indexed pages on total monthly page views. We used the data gathered through web analysis tools such as SimilarWeb, SmallSeoTools and Pingler on 60 websites from India accessible to us. We deployed ANOVA to explore the differences in average paid search traffic, social media traffic, mail traffic, referrals traffic and display traffic with respect to different website categories. The results thus obtained clearly demonstrate that domain age and Google indexed pages have a weak impact on website traffic but there is a significant difference in average organic search traffic, paid search traffic, social media traffic and referrals traffic with respect to those website categories.

Keywords: Website traffic; Google indexed pages; domain age; organic traffic; paid traffic; multiple linear regression analysis (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:sae:iimkoz:v:7:y:2018:i:2:p:171-177

DOI: 10.1177/2277975218770028

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