Despite a tough year for online retailers, many observers still believe that online sites are an economically efficient medium because of their ability to draw millions of customers to browse through thousands of products. But just how and when do online visitors become online purchasers? A new Wharton research paper entitled, “Which Visits Lead to Purchases?: Dynamic Conversion Behavior at E-Commerce Sites,” analyzes conversion rates based on visit and purchase data at Amazon.com and offers a conversion model to better understand the buying process.
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