An examination of retail website design and conversion rate
| Autor: | Rachel C. Wilson, Charles Kile, William C. McDowell |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Website design 05 social sciences Internet retailing Customer acquisition Advertising 02 engineering and technology 020204 information systems 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing Conversion marketing Business |
| Zdroj: | Journal of Business Research. 69:4837-4842 |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2016.04.040 |
| Popis: | Retailers and manufacturers widely use Internet retailing as part of a multichannel promotion and distribution strategy. The rate at which site visitors convert to customers is low for online retail, resulting in high customer acquisition costs. Almost 96% of website visits end with no consumer purchase. This study examines empirical associations between website features and online conversion rates through regression analysis. Results indicate that certain website design features do explain a sizeable portion of the variance converting e-commerce visitors to purchasers. Features that promote flow, a psychological state of immersion into an activity, positively associate with conversion. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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