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

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
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Journal articles
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https://hal.archives-ouvertes.fr/hal-01486060
Contributor : Christine Okret-Manville <>
Submitted on : Thursday, March 9, 2017 - 4:08:43 PM
Last modification on : Thursday, June 6, 2019 - 2:38:01 PM

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  • HAL Id : hal-01486060, version 1

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Pierre Volle, Henri Isaac, Anis Charfi. Création de trafic sur les sites web marchands : enjeux et arbitrages entre visibilité et réputation . Revue Française du Marketing, Paris : A.D.T. d'exécution et de l'exploitation des études de marché, 2015. ⟨hal-01486060⟩

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