The Impact of Content and Design of Web Sites on Online Sales

Abstract

Though there is an astounding increase in the amount of business being conducted online, online merchants face a number of problems in generating online sales.Our study extends the prior research on business-toconsumer e-commerce by specifically examining the impact of eleven variables representing the content and design of web sites.By understanding the nature and impact of content and design of web sites, we hope to address some of the current concerns of online merchants and provide them with specific guidelines on their web site management.Based on an analysis of 94 web sites, we identified four variables as being significantly influencing online sales.While provision of decision-making aids and frequent updates to web site have a positive influence on the sales, complexity of navigation structure and heavy use of multimedia have a negative impact.The implications of the results and scope for future research work are presented.

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