Conversion rate determinants in e-commerce websites. What about moderation effects?

Davide Di Fatta and David Diwei Lu

International Journal of Electronic Marketing and Retailing, 2018, vol. 9, issue 4, 366-377

Abstract: Online retailers invest significant resource to improve conversion rates, defined as the proportion of website visitors that make a purchase. Using 1,184 observations from six e-commerce websites, this paper aims to analyse conversion rate determinants, also considering moderation effects of seasonality and webpage speed of load. Results show that free shipping and discounts policy have a positive effect on the conversion rate, moderated by seasonality and load speed. These finding could be useful guidelines for e-commerce managers in order to allocate their limited resources to the most relevant factor to increase online sales.

Keywords: conversion rate; e-commerce; pricing policy; discount; free shipping; ordinary least squares; OLS. (search for similar items in EconPapers)
Date: 2018
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