Analysis of Factors Influencing Website Conversion Rate

Abstract

While designing the websites and determining the content for e-business, the conversion rate in terms of purchases done through the website is an important consideration. This paper attempts to analyze the various factors influencing the website conversion rate through a two stage approach with confirmatory factor analysis followed by multiple regression analysis. Data was collected through an online survey of Indian consumers. Attitude towards online shopping, price value, information quality of website, ease of navigation, and e-WoM were found to be significant factors influencing website conversion rate.