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

Author

Listed:
  • Davide Di Fatta
  • David Diwei Lu

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.

Suggested Citation

  • Davide Di Fatta & David Diwei Lu, 2018. "Conversion rate determinants in e-commerce websites. What about moderation effects?," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 9(4), pages 366-377.
    • Handle: RePEc:ids:ijemre:v:9:y:2018:i:4:p:366-377
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