6533b838fe1ef96bd12a51e3
RESEARCH PRODUCT
Conversion rate determinants in e-commerce websites. What about moderation effects?
David Diwei LuDavide Di Fattasubject
MarketingResource (project management)business.industryOrder (business)Ordinary least squaresBusinessE-commerceBusiness and International ManagementMarketingModerationLimited resourcesManagement Information Systemsdescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2018-01-01 | International Journal of Electronic Marketing and Retailing |