Understanding digital engagement in waste management: The role of traffic sources in website performance

Abstract

Purpose: This study examines how different traffic sources influence engagement quality on waste management websites. While previous research primarily focused on technological, organizational and policy aspects of waste management systems, limited attention has been devoted to understanding how users access digital platforms and how these access channels influence engagement behaviour. The study aims to identify patterns of traffic acquisition channels with website performance indicators.

Design/methodology/approach: A quantitative analysis was conducted using aggregated website traffic data obtained from the Similarweb platform. Website performance was evaluated through engagement metrics, including pages per visit, visit duration, and bounce rate. Analytical procedures combined correlation analysis, Welch’s t-tests for group comparisons, and Random Forest modelling to identify key drivers of website performance across traffic sources.

Findings: The analysis indicates that engagement quality differs across traffic acquisition channels, with some sources consistently associated with stronger interaction than others. Results suggest that traffic volume alone does not guarantee deeper engagement and that certain access channels contribute more effectively to website interaction. Multivariate modelling further highlights the uneven contribution of individual traffic sources to engagement outcomes.

Research limitations/implications: The study relies on aggregated third-party traffic estimates and a cross-sectional dataset, which restricts causal interpretation and longterm assessment. Future research could integrate first-party data, longterm observations and specific performance indicators to extend understanding of digital engagement dynamics.

Practical implications: The findings guide waste management organizations and public institutions in prioritizing digital communication strategies that enhance website engagement, rather than focusing solely on traffic acquisition. Strengthening certain traffic sources and adjusting website content to user expectations may improve digital service accessibility and communication effectiveness.

Social Implications: Improved digital engagement with waste management platforms may contribute to public awareness, more effective communication of environmental initiatives and enhanced participation in sustainable waste management practices.

Originality/value: This study contributes to research of digital communication in sustainability sectors by empirically demonstrating that traffic acquisition channels function as digital assets that influence engagement quality on waste management websites. By linking website analytics with sustainability communication, the study extends current understanding of how website access patterns shape interaction with environmental services.