here is a large body of research that shows web design elements can be an enabler of e-commerce transactions. Recent studies have shown that these elements can influence attitudes (Hassan, 2016), perceptions (Cyr et al., 2018), purchase decisions (Shaouf, Lü, & Li, 2016), and purchase intention (Pee, Jiang & Klein, 2018). A poorly designed website can frustrate users, and can result in a high bounce rate as consumer abandon the website upon entry (Garett et al., 2016). A poor website experience can also negatively influence perceptions contributing to consumers switching brands when making purchases online and in-store (Constantinides, 2004). Therefore it is important for SMEs to have an understanding of web design best practices in order to build a successful e-commerce website.
Web design can also play a crucial role in the customer experience. The term customer experience refers to the internal or subjective response a customer has when interacting with a company website (Meyer & Schwager, 2017). Web design plays an important role in developing a satisfying customer experience online (Szymanski & Hise, 2000). A positive customer experience can influence the perceptions and expectations customers have of e-commerce merchants (Pappas et al., 2014). It is important to note that “consumers are increasingly sensitive to the subjective and symbolic nature of commercial sites” (Micu et al., 2019, 2).
In the context of e-commerce, web designers are encouraged to develop unique and immersive experiences that contribute to the customer’s shopping goals. Micu et al. (2019), explains that customers now “seek to immerse themselves in experiential contexts rather than just buying products or services” (2). Therefore it is important for SMEs to have an understanding of how web design can contribute to an effective customer experience.
Background
In 2017, retail e-commerce sales in Canada reached new record setting heights. eMarketer (2018) estimates that this record setting sales total of $45.1 billion CAD recorded in 2017 will be eclipsed in years to come. The report by eMarketer (2018) predicts that retail e- commerce sales are expected to grow by up to 9-13% annually from 2018 to 2021. While traditional retail or in-store sales in Canada has failed to keep up with the pace. A bulletin by Statistics Canada (2018) found that traditional retail sales in 2017 only increased by 6.4% due to rising prices. This increase was the highest annual growth rate recorded in 10 years by Statistics Canada. The dramatic growth of ret
