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A Discrete Choice Model for Web Site Work Results

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  • Pavlyuk, Dmitry

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.

Suggested Citation

  • Pavlyuk, Dmitry, 2008. "A Discrete Choice Model for Web Site Work Results," MPRA Paper 20923, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:20923
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    File URL: https://mpra.ub.uni-muenchen.de/20923/1/MPRA_paper_20923.pdf
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    References listed on IDEAS

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    1. Maarten L. Buis, 2007. "SEQLOGIT: Stata module to fit a sequential logit model," Statistical Software Components S456843, Boston College Department of Economics, revised 25 Oct 2013.
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    More about this item

    Keywords

    sequential discrete choice model; corporate web site;

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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