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How to improve online B2C sales?: a conversion rate study

Meurs, Vera (2013) How to improve online B2C sales?: a conversion rate study.

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Abstract:The goal of this study is to enrich the research field of conversion rate optimization (CRO) by adapting the Information System Success Model of DeLone and McLean (2003) to the context of conversion rate optimization of online shops. The results explain and help predict the effects of multiple factors influencing conversion rates. The paper presents multiple-item measurements for the following determinants; content quality, system quality, and layout quality. These measurements were turned into a rating instrument which is based on an extensive literature review. A sample of 43 online shops was rated and analyzed based on web analytics retrieved from databases of the online shops themselves and a third party database. In order to uncover major dimensions underlying the set of items, categorical principal component analysis was executed. The results provide two dimensions for conversion rate optimization: professionalism and convenience. These dimensions were further analyzed by conducting categorical regression analysis for each dimension as well as the individual factors of both dimensions. Four items were found to have statistical significant positive impact on conversion rates: an easy to scan online shop, good quality of product representation, high initial access speed of the homepage, and the option to create a personal account.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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