دانلود رایگان مقاله لاتین بازرسی طراحی وب سایت از سایت الزویر
عنوان فارسی مقاله:
بازرسی طراحی وب سایت خرده فروشی و نرخ تبدیل
عنوان انگلیسی مقاله:
An examination of retail website design and conversion rate
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
4. Methodology and descriptive analysis
4.1. Methodology and data The sample of firms for this study is from the Nielsen Company, a global provider of market and consumer behavior information (NetRatings, 2005). Nielsen NetRatings monitors 350,000 individuals visiting commercial websites and records their Internet behavior and purchasing habits. Nielsen NetRatings tracks gross visits, unique visits, average sales per visit, and conversion rates for a wide variety of companies, among other information. The firm then projects the Nielsen sample statistics to the larger population of all Internet users. To eliminate sector effects, this study includes within the sample only firms classified as retail establishments. Our analysis targets retail establishments due to their high volume of unique visitors. Consequently, conversion rates relate to a much larger sample of customers, increasing the reliability of the analysis. Isolating retail establishments yields a sample of 114 firms. The sample comprise ten industry groups: electronics, health care, apparel, toys and games, books, movies, flowers, music, computing, and general merchandise. The sample firms represent leading online retailers. They report average monthly Internet sales of $64 million, ranging from less than $1 million to $1.9 billion. The number of unique visitors to each site during the month of study ranged from 407,000 to 60 million with a mean of 4.9 million unique visitors. The study uses three trained coders for the corporate sites in the sample to examine pages in each section of the site and to code the presence or absence of independent variable features. The researchers examine intercoder reliability after each site and resolve inconsistencies by visiting the site and coming to a group consensus in accordance with the variable definition.
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کلمات کلیدی:
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