Exploring Online Shopping Behavior: How website characteristics affect likelihood of purchase and basket value on ecommerce sites

Traditionally, brick-and-mortar stores have displayed their products in their windows, enticing passers-by to come in and learn more, perhaps meet and talk with the owner and other shoppers, and, ultimately, fill their shopping baskets and purchase the goods. Today’s digital stores (ecommerce websites) are striving to achieve the same goals as their brick-and-mortar counterparts, with varying scopes of products ranging from unprecedented breadth (e.g., Amazon) to narrow specialization (e.g., your local cupcake bakery). Though ecommerce stores come in a myriad of types, and specific factors influence how customers shop at different websites, they all share one thing in common: Store owners are always on the outlook for some generalizable principles and ideas to test in their specific conditions in hopes of maximizing revenue. Which website characteristics increase the likelihood that a visitor will make a purchase? And, since shipping costs are a considerable expense, how do you increase the likelihood that a customer will spend more money per shopping session? Let’s look at a recent study exploring the effects of website characteristics on online shopping behavior and basket value, and how those effects depend on product characteristics.   The study In March 2016, professors Girish Mallapragada of Indiana University, Sandeep R. Chandukala of Singapore Management University and Qing Liu of University of Wisconsin published the results of a study exploring the effects of product and website characteristics on customer shopping behavior and basket value. The authors analyzed the shopping behaviors of 2,000 consumers over one year, collected from the ComScore…
Source: Marketing Experiments
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