The analysis of the influence of selected factors on website traffic

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JEL classification

• Marketing
• Advertising

Keywords

Advertising on the Internet, ANOVA, google analytics, website traffic measurement, pearson´s correlation coefficient

Abstract

Web traffic analysis and a correct interpretation of the results are essential to optimize the site and effective online communication, which is today for some organizations even more important than offline communication. The aim of this paper is to analyze the influence of a time period and banner adverts on Web traffic of school newspaper monitored by using Google Analytics tool. The methodological basis is the use of statistical system, namely the correlation coefficient and ANOVA. The research results confirm the importance of planning, mana-ging and adapting the content of online communication to increase web traffic.