Création de trafic sur les sites web marchands : enjeux et arbitrages entre visibilité et réputation

This research aims to help commercial web sites' manager to improve the performance of marketing investments in the development of traffic, amounting to more than 10% of sales. To do this, we present a typology of the process of choosing a merchant web site in order to highlight two major issues in creating traffic (i.e., the visibility and reputation). Then, based on recent cases, we propose a methodology to trade-off between these two issues and to select the tools for creating the most relevant traffic. This methodology improves the allocation of marketing budgets and manages the investments made by merchant web sites to create traffic.