Abstract
While many online businesses are spending much of their money on bringing the visitors to their websites, the rate at which the website visitors get converted to customers and do transactions is very less. This study investigated the various factors that affect the e-commerce conversion rate. Results of the online survey with 160 online consumers of various e-commerce websites in India indicate that visitor's experience, user interface experience, post purchase experience, streamlined checkout process, advertisement and promotion, and m-commerce significantly affect the visitor's willingness in doing transaction and becoming loyal customers.
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