Measuring and Comparing the Effectiveness of E-commerce Website Designs
نویسندگان
چکیده
The assessment of the effectiveness of e-commerce websites is of critical importance to online retailers. However, the current techniques for evaluating effectiveness are limited in that they do not allow for formal empirical measurement of the productivity and performance of the website. In this paper, we use the theoretical perspective of production economics to measure the performance of Internet-based selling websites. We model the website as a production system where customers consume inputs (i.e., use various functionalities of the website) to produce an output (i.e., a basket full of items at checkout). With this basic perspective, we propose an analysis methodology for measuring and comparing website efficiency and attributing observed inefficiency to customer inefficiency or website design inefficiency. The application of the proposed evaluation methodology to a currently operational e-commerce website demonstrates the value of our technique. _____________________________________________________________________________________
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