An examination of retail website design and conversion rate

William C. McDowell, Rachel C. Wilson and Charles Owen Kile

Journal of Business Research, 2016, vol. 69, issue 11, 4837-4842

Abstract: 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.

Keywords: Website design; Flow; Conversion rate; Retailing (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:4837-4842

DOI: 10.1016/j.jbusres.2016.04.040

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