Capturing the consumer: ensuring website stickiness

Jeff Miller and Martin Oxley

The research demonstrates that a purely behavioural measure of stickiness based on length of time at a website is inadequate.

Capturing the Consumer: Ensuring Website Stickiness

Martin Oxley, Infratest Burke, and Jeff Miller, Burke, show how to approach measuring a website's 'stickiness' 

Now that the initial dot.com bubble appears to have deflated, with high-profile failures and reduced share prices, we are left with the new economy suffering similar problems to the old. In some respects, these failures are healthy for the new economy, since they show it is reaching a new phase of maturity. Even Martha Lane Fox of lastminute.com has said that dot.coms must have permission to fail.

The hype has affected market researchers, since they...

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