An explorative study on the use of metrics for measuring the effectiveness of a commercial website

초록

This paper summarizes the results of an explorative research that surveyed website metrics currently under use by Korean business organizations. The purpose of the research was to learn wheter businesses use website metrics to support business strategies and how website metrics used differ by website categories. The results of the study indicated that a majority of businesses which took part in this survey were monitoring web metrics primarily to spot trends in website traffic. It was interesting to note that these web merics differed, to some extent, by website categories. The paper concludes that while the Korean businesses increasingly recognize the importance of web metrics, they mostly miss strategic perspective of metrics, simply focusing on visitor traffic patterns.

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