The Effect of Website's Design Factors on Conversion Rate in E-commerce

Conversation rate is considered one of the important tracking methodologies of e-commerce website. It is referred to as the percentage of the website's visitors that resulted in actual sales. This study aims to identify website's design factors that have an effect on conversion rate as well as identifying the relationship between those factors and conversion rate. Quantitative method has been applied through using a questionnaire to collect participant's responses about these factors. Survey was collected from 270 respondents to support this study. The results of the study showed that usability, system quality and information quality have an effect on website's conversion rate. The results conducted provides an important input for the business owners as it represents the factors that they need to monitor and maintain during day to day activities. Moreover, website designers are also considered as beneficiary of this study as they might use this result to focus on these factors during their design. As a result, customers will get high quality services as business managers are always trying to maintain their customers.