Contact efficiency of Web sites: a marketing perspective
English: The Internet has received a great deal of attention in the media and many companies have set up an Internet presence. According to NUA the commercial domain is the largest domain on the Internet (44 520 209 hosts). Not only have the number of businesses increased on the Internet, but also the number of Internet users. This growth in commercial activity on the Internet creates opportunities for businesses to provide products and services to new and existing markets. Although a lot of hype was created regarding the commercial possibilities of the Internet, the expectations of many companies have sadly not been met. The Internet landscape is also littered with failures. Some researchers argue that the problems companies experience may have little to do with a lack of technology or imagination, but arise instead from a lack of understanding. To assist marketers and advertisers in gaining a better understanding of marketing on the WWW and developing more effective advertising Web sites, the model of the conversion process on the Web was developed. One of the stages in this model deals with the conversion of “hits” into “visits”. This stage is important to consider since it is the starting point for interaction between the Web site of the business and the Internet user. As this study will point out, a number of factors could influence the conversion of “hits” into “visits”. For example, the study identified product related information as one of the factors that could provide an incentive to Internet users not only to “hit” the site, but also to interact with the Web site. The study also pointed out that marketing managers could use purchase facilitation as a strategy to improve the conversion rate of this stage. Other issues that were considered in the study included; the influence of addressing specific customer values on contact efficiency, twenty-four different interactive functions that could be included in a Web site and their influence on converting “hits” into “visits”, and the influence of navigation and Web site design considerations on the conversion of “hits” into “visits”. The study concludes with recommendations based on the findings of an empirical survey administered to establish what the factors are to enhance the contact efficiency of a Web site. These recommendations could enhance the ability of marketing managers and practitioners to design Web site strategies to improve the contact efficiency of advertising Web sites.