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Chapter X: Converting Browsersto Buyers: Key Considerations in Designing Business-to-Consumer Web Sites
C.
Ranganathan
University of Illinois Chicago, USA
Elizabeth E. Grandon
Emporia State University, USA
Abstract
In this chapter we explore the key elements in designing
business-to-consumer Web sites. We synthesize the results of two independent research studies to
delve upon the important considerations in developing and designing effective online retail sites.
We examine Web site design from two perspectives. First, we examine how consumers view online Web
sites and what factors they look for in effective retail sites. Second, we explore the top retail
Web sites and identify the elements making up the top retailing Web sites. Then, we identify the
gaps in current Web site practices and the online consumer expectations. Finally, we reflect upon
this analysis to propose some important considerations in designing an effective online
business-to-consumer Web site.
