Online engagement scale is revealed
26 April 2011
Austria
A doctoral thesis by Antonio Hyder at the marketing department of the University of Valencia, Spain, has just revealed how people’s engagement with a Web site can be measured. The research concludes that engagement can only be measured by surveying people and not with habitual clickstream measures used by online companies such as clicks or pages views. This main conclusion of the doctoral thesis opens a new way of understanding consumer behaviour in online settings.
Furthermore, the research has linked engagement to crucial measures for online companies, such as the intention to make an online purchase and return to a Web site. The study was conducted through a Web site simulating an online travel agency capable of remotely recording people’s eye movement and online behaviour with a precision of a milisecond.
The results of the study reveal that businesses are misguided regarding what to measure despite they keep pouring money into purchasing clickstream-based online advertising which does not necessarily lead to profitability.
According to the authours of the study ‘How people engage with Web sites and new technological devices can only be measured by asking them, like using a survey. You cannot measure how and why people engage with a Web site with clicks. You can watch a video on youtube and stick to it for an hour yet make no clicks. This is an advanced method than enables companies to have a better knowledge of how to step into profitability.”
FOR A COPY OF THE RESEARCH OR FOR INTERVIEWS CONTACT THE RESEARCHER DIRECTLY:
DR. ANTONIO HYDER. TEL: (+34) 966 376 333 or ahyder@hydermarketing.com
Furthermore, the research has linked engagement to crucial measures for online companies, such as the intention to make an online purchase and return to a Web site. The study was conducted through a Web site simulating an online travel agency capable of remotely recording people’s eye movement and online behaviour with a precision of a milisecond.
The results of the study reveal that businesses are misguided regarding what to measure despite they keep pouring money into purchasing clickstream-based online advertising which does not necessarily lead to profitability.
According to the authours of the study ‘How people engage with Web sites and new technological devices can only be measured by asking them, like using a survey. You cannot measure how and why people engage with a Web site with clicks. You can watch a video on youtube and stick to it for an hour yet make no clicks. This is an advanced method than enables companies to have a better knowledge of how to step into profitability.”
FOR A COPY OF THE RESEARCH OR FOR INTERVIEWS CONTACT THE RESEARCHER DIRECTLY:
DR. ANTONIO HYDER. TEL: (+34) 966 376 333 or ahyder@hydermarketing.com