Using web analytics to study non-price competition in the e-commerce environment

摘要

Topic of this article concerns the example of possible use of web analytics to study the success factors of e-commerce sites. Because this evaluation is affected by many factors, models proposed in the past used to solve multi-criteria analysis. Our research led us through different way. In our project was created new e-commerce site as the counterpart to the existing established manufacturer's e-shop. We set prices, terms and conditions, security and transport cost at the same level. Orders on both websites were fulfilled by the same company (manufacturer), in order to study the impact of a single factor, namely the quality of e-shop. Quality criterion was thereafter divided into three features; findability, usability and design.