An examination of retail website design and conversion rate

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

doi:10.1016/j.jbusres.2016.04.040

Cited by 69 publications

(50 citation statements)

References 27 publications

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“…Customer satisfaction with-and trust in-privacy safeguards remains low, as do conversion rates (McDowell et al 2016). Virtual shopping cart abandonment and product return rates continue to rise, partly because of the limited service scope of online retailers (Janakiraman et al 2016).…”

Section: Introductionmentioning

confidence: 99%

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Hilken

Ruyter

Chylinski

et al. 2017

J. of the Acad. Mark. Sci.

353

551

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Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers' online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers' privacy concerns.

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Section: Introductionmentioning

confidence: 99%

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Hilken

Ruyter

Chylinski

et al. 2017

J. of the Acad. Mark. Sci.

353

551

View full text Add to dashboard Cite

show abstract

“…As for the negative relation to the «Goal Completion» KPI, it is not possible to guarantee that such indexes have opposite numbers, because conversions of purchases depend on many other factors inherent to the market such as price, quality of sponsorship, seasonality, website effectiveness, etc.) (McDowell, Wilson, & Kile, 2016;Wang, Wang, & Liu, 2016) [11; 12].…”

Section: Correlation Facebook Versus Google Analytics Kpismentioning

confidence: 99%

Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of group-buying in Brazil

Rodello¹,

Dândolo²,

Grande³

2016

EJMI

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Relevance of the study: Based on data collection and analysis, present research made it possible to identify how the activities devised by a group-buying website on Facebook may exert influence on the KPIs for success.Purpose: The main task of present research is to answer the following question: can a digital social network be considered an effective tool for the improvement of key performance indicators (KPI) of a group-buying website?Findings: The research was conducted by considering data collected via mechanical observation using the computational tools Facebook Dashboard and Google Analytics. Data were analyzed using the means of comparison and a Pearson correlation coefficient, which demonstrated positive results of the campaign. When compared, the key performance indicators of the web site relating to Facebook displayed a larger dynamics than the general performance indicators of this web site. By the correlation coefficient, it was found that a higher power range of the Facebook Enterprise´s fan page could result in the increased traffic page hits of the examined web site, and an increase, mainly, in the number of new visitors.Originality / value: This paper analyzes some key performance indicators of a promotional campaign on Facebook for an online group-buying website in the city of Ribeirão Preto, São Paulo State, Brazil.Practical implications: Based on the collected data and performed analysis, it was found that the promotional activities on Facebook can increase the flow of new visitors and attract potential buyers to a group-buying website.Future research: It is recommended to perform further research for other social networks and in other countries.

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“…Consequently, SME e-commerce investments have been cautious and focused more on supporting communication strategies and developing business intelligence (Stockdale and Standing, 2006). The development of websites for transactional purposes carries more risk as it requires considerably more investment (McDowell et al, 2016) and if conversion rates, defined as the number of visitors who make a purchase directly 3 from a website as a percentage of total visitors (Ayanso and Yoogalingam, 2009;Viglia 2014), are low such investment is difficult to justify.…”

Section: Introductionmentioning

confidence: 99%

The determinants of conversion rates in SME e-commerce websites

Fatta¹,

Patton

Viglia³

2018

Journal of Retailing and Consumer Services

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Web retailers invest significant resources to improve the proportion of website visitors that make a purchase, also known as the conversion rate. Improving this rate is particularly important to SMEs that have traditionally lagged behind larger firms as they have found it difficult to justify the significant investment involved in website development against the historical low returns associated with an online sales channel. Identifying methods that increase conversion rates reduces these perceived barriers and increases effective SME participation in the growing e-commerce sector. This paper uses 1184 observations from 6 SME websites to identify and analyse the factors, or combination of factors, that improve conversion rates. This is achieved through a process of exploratory regression analysis to select the most relevant determinants and Qualitative Comparative Analysis (QCA) to offer more 'fine-grained' detail on the conditions where conversion rates improve. Our findings suggest that a key factor that improves the conversion rate is a strategy that focuses upon either quality or promotion and avoids mixing such attributes within the web site offer.

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An examination of retail website design and conversion rate

Cited by 69 publications

References 27 publications

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of group-buying in Brazil

The determinants of conversion rates in SME e-commerce websites

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