Conversion rate determinants in e-commerce websites. What about moderation effects?
by Davide Di Fatta; David Diwei Lu
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 9, No. 4, 2018

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.

Online publication date: Fri, 28-Sep-2018

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