A website visit is measured by tracking a user’s activity at a site. A visit
occurs when a website user views multiple site pages within a single website (Sherwin
and Avila, 1997). Since its launch, ESPNet Sport Zone (http://espn.sportzone.com) has
been a leader in marketing on the web. Today ESPNet receives 177 million hits per
week, 39 million page views per week, and 5 million visits per week (Starwave
Corporation, 1998). A hit refers to a request for a single web file, image or other unit
of information whereas a page view refers to a web document and all the files, graphics,
and information used to create that document. A web document can contain more than
one hit, thus the page view is a more accurate count of the number of site users. A
website visit is measured by tracking a user’s views of multiple site pages within a
single website (Sherwin and Avila, 1997).