Création de trafic sur les sites web marchands: enjeux et arbitrages entre visibilité et réputation

Pierre Volle (), Henri Isaac and Anis Charfi
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Anis Charfi: EBS Paris - European Business School Paris

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Abstract: This research aims to help commercial web sites' manager to improve the performance of marketing investments in the development of traffic, amounting to more than 10% of sales. In this perspective, we present a typology of online store visits in order to highlight two major issues in creating traffic (i.e., visibility and reputation). Then, based on recent cases, we propose a methodology to trade-off between these two issues and to select the tools for creating the most relevant traffic. This methodology improves the allocation of marketing budgets and helps managers to make better decisions in the area of traffic building

Keywords: budget; typologie; visites; site web; traffic; Type of visit; Visibility; E-commerce; trafic; Réputation; Typologie de visite; Visibilité (search for similar items in EconPapers)
Date: 2015
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Published in Revue Française du Marketing, 2015, 253

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Related works:
Working Paper: Création de trafic sur les sites web marchands: enjeux et arbitrages entre visibilité et réputation (2013)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01486060

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