An empirical study of tracking strategies of e-commerce websites

Abstract

This research looks into the factors affecting the tracking strategies of e-commerce websites. Each of these factors is analyzed into a deeper view with every factor being sought to reveal its relevance to the topic of study. The factors that have been taken into consideration as having affected the tracking strategies of e-commerce websites include: conversion rate, cost per visitor, order conversion rate, buyer conversion rate, product conversion rate and shopping cart abandonment rate. The research further looks at what other authors have researched and concluded about the factors examined as having an effect on tracking strategies of e-commerce websites. The research elaborates how these factors have influenced website tracking strategies according to different authors, researchers and corporations. Data analyzed in the research was collected using the Likert scale and was analyzed using the AMOS analysis method. All measures were based on items in existing instruments and literature. The researcher used 5 point Likert-Scales where 1 represents “strongly disagree” and 5, “strongly agree.” The method is confirmed empirically using confirmatory factor analysis. The research ends with a conclusive summary of the finding of the research on the empirical study of tracking strategies of e-commerce websites.