Document Type
Conference Proceeding
Publication Date
Spring 3-18-2021
Abstract
The present study explores the relationship between digital traffic channels and Web sales for online retailers of hedonic-type products. The hedonic product categories studied include Flowers/Gifts, Jewelry, Sporting Goods, and Toys/Hobbies. The digital traffic channels incorporated in the analysis include direct traffic to a marketer’s website, display ads, email marketing, organic search engine results, paid search engine results, and referrals from other sites. Our preliminary findings indicate that each of these traffic channels is in fact significantly correlated with both monthly website visits and Web sales. However, the traffic channels with the strongest correlations with Web sales were shown to be direct website traffic, organic search and paid search. As such, managers may want to emphasize these digital traffic channels when developing marketing strategies for e-commerce websites.
Recommended Citation
Narayanaswamy, Ravi and Heiens, Richard, "An Exploratory Examination of the Relationship between Digital Traffic Channels and Web Sales for Hedonic Products" (2021). Association of Marketing Theory and Practice Proceedings 2021. 26.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/26
