Edited by Linda D. Hollebeek and David E. Sprott
Chapter 16: A web site engagement measurement for digital marketers
Clickstreams and impressions are widely used for the assessment of e-commerce Web site performance. In this chapter we clarify if these digital metrics, generated by customers as they navigate on Web sites, influence their engagement with the site. We also provide digital marketers with a practical measurement for assessing if customers of their e-commerce Web sites have become engaged with this interactive technology. In the digital industry, marketers typically measure Web site engagement using clickstream data downloaded from Internet servers. However, Web based companies uncritically rely on these metrics and are in general still misled in terms of how to actually measure the performance of their own Web sites. Given the widespread use of clickstreams and impressions for the assessment of e-commerce Web site performance, the objective of this research is to clarify if these metrics generated by Web site customers as they navigate influence their engagement with the site. Our findings reveal that clickstream data obtained from visitors on an e-commerce Web sites do not influence engagement. This allows us to question the validity of some of Web metrics widely used by digital marketers in the Internet industry. Such outcome also enables practitioners to reduce expenditure through trial-and-error testing of their technologies, hence improving their organizational performance. Results of this study are applicable to Web commerce in general.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.