A STUDY OF WEBSITE EFFICIENCY THROUGH THE WEB ANALYTICS APPROACH: A COMPARATIVE ANALYSIS OF MOBILIS AND OOREDOO ALGERIE WEBSITES

Abstract

Companies are increasingly investing in different trafic generation tools to attract more audiences to their websites and achieve the goals of their digital marketing strategy. This article looks at measuring the efficiency of a website while taking a quantitative approach based on the analysis of indicators from Web Analytics. Using the SimilarWeb data collection tool, we compared the efficiency of the two mobile operators in Algeria, namely mobilis and Ooredoo. The empirical study shows that both operators use traffic generation techniques, including free trafic. However, the two operators do not invest enough in paid trafic. According to the results of our study, the website mobilis.dz outpaces its competitor ooredoo.dz in terms of awareness and engagement of Internet users