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Title:
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THE USE OF INTERACTIVE FUNCTIONS TO IMPROVE CONTACT EFFCIENCY: A MARKETING PERSPECTIVE |
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Author(s):
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Mr. Jacques Nel , Mr Gert. J. P. Human |
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ISBN:
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972-98947-1-X |
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Editors:
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Pedro Isaías and Nitya Karmakar |
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Year:
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2003 |
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Edition:
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2 |
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Keywords:
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Internet, marketing, strategy, interactivity and contact efficiency . |
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Type:
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Full Paper |
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First Page:
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45 |
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Last Page:
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52 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The research presented in this paper aims at understanding the use of interactive functions in the conversion of Web site hits into visits. The conversion of hits into visits constitutes the contact efficiency stage, and plays an important role in the overall efficiency of a Web site. One of the factors that influence the conversion rate in this stage is interactivity. This paper will report the results of a mail survey conducted to gain insights into the potential influence of twenty-four interactive functions on the conversion of hits into visits. The results include findings such as the influence of each interactive function on contact efficiency and identifying interactive functions that may have the highest potential to convert hits into visits.
In addition to this, the research also provides more insight relating to which interactive functions could be used to enhance contact efficiency. |
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