Empirical Investigation of Factors That Influence Website Performance

Abstract

Rapid advancements in digital technology have had a significant influence on businesses' websites. Organizations with well-designed websites have the potential of attracting customers, generating revenues, and increasing market share. Nevertheless, many organizations that are investing billions of US dollars on websites and page development are not attracting customers or generating revenues, incomes, and profits as expected. The study focuses on bounce rate as a key performance measure of website effectiveness. The research focus is on the factors that influence bounce rate to provide insights to advertisers and websites' designers to predict the effectiveness and quality of online advertisements before these ads are shown to both web users and online visitors. The authors investigated the influence of page view, unique page view, average time on page, entrances, and percent exit on bounce rate. The study shows that unique pageviews, average time on page, entrance, and percent exit have a positive and significant effect on bounce rate and have practical and research implications.