Analyzing the Impact of Traffic Source on Visit Duration

The 7th Indonesia International Conference on Innovation, Entrepreneurship,
and Small Business (IICIES 2015)

Analyzing the Impact of Traffic Source on Visit Duration

Adhi Prasetioa, Osa Omar Sharifb, Ilham Perdanac, Dini Turipanam Alamandad

a, b, c, dTelkom University, Jl. Telekomunikasi No. 1, Bandung, Indonesia


Web site performances related to visitor’s purchasing decisions can be indicated from their visit duration. Traffic sources have different impact on visit duration. The site owner can focus on determining which source of visitor’s traffic that has to be increased to improve web site performance, especially visit duration. There are three sources of traffic, namely: direct, referrals, and search. By using the One-Way Analysis of Variance (ANOVA) this study will try to find out whether there are differences in visit duration visitors based on three different traffic sources. The results indicated that visit duration of visitors who come from the search traffic source has the shortest time visit, significantly different from the other two sources of traffic. Based on that result, the site owners can focus to increase visitor traffic from direct and referral sources in order to increase web site’s visit duration.

Keywords: traffic source; visit duration; stickiness; direct; refferal; search

Ling Lengkapnya Traffic Source

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