Exploring of Factors Influencing on Web Site Conversion

The growth of e-commerce is explained by a number of reasons, because of which the purchase of goods over the Internet becomes more preferable for users. Online shopping gives consumers significant benefits by providing easy access to any products, services and information. Thus, the issue of increasing the conversion of online stores is becoming particularly relevant. This study examines the factors that affect the conversion of online stores. In this paper considered the existing models of user behavior on a web sites, and also the factors influencing efficiency of Internet stores. We also developed a model of factors influencing the decision to make a purchase in an online environment. The research methodology includes qualitative and quantitative stage. For analysis of the data we used the correspondences analysis. In this analysis, we compared the characteristics of consumers with the identified factors that influence the decision to purchase. As a result, were developed recommendations for increasing the conversion of online stores.