Determinants of successful Website design: relative importance and recommendations for effectiveness

The success of e-commerce for any company, especially if it is not a well-known name, is greatly dependent on the appropriate design of its Web site. This study investigates the determinants of an effective Web site. A literature survey indicated that the major categories of determinants are: page loading speed, business content, navigation efficiency, security and marketing/customer focus. The relative importance of each category was determined by counting the number of citations in the literature, and by soliciting the opinions of end users. The paper concentrates on experts´ recommendations of how to create an effective Web site from an e-commerce point of view.