The Impact of Website Design and Quality on SEO and Purchase Decisions in the Context of E-commerce

Abstract

This thesis aims to research the influence of website design and quality on SEO in purchase decisions in the context of e-commerce. The investigation contains five chapters. In the first chapter, the theoretical framework section of website design, SEO, and purchase decisions is explored through previous studies and examines the effect of website structure, mobile responsiveness, navigation, loading time, etc. on SEO and consumer behaviors. The literature review mainly focuses on the most recent research indexed in the scientific database of Scopus, especially after 2010. The second chapter summarizes the results of a survey conducted on 158 Azerbaijani e-commerce customers, the data is examined and compared to the study`s hypothesis. The third chapter analyzes the website design strategies used by well-known e-commerce websites worldwide and in the Azerbaijan market, and their SEO and buying decision experiences. This chapter covers the successful practices in website design that have a favourable impact on search engine optimization and buying decisions. Senior SEO manager is interviewed in the fourth chapter to gain his ideas and experiences. The responses are compiled and evaluated to enhance comprehension of these elements’ links. In the last chapter, based on the study`s findings, recommendations are made for digital marketing learners as well as company owners who wish to increase their sales and revenue. In conclusion, this study offers significant insights into the influence of website design on search engine optimization and purchase decisions in the context of e-commerce, by analyzing existing research, conducting a survey, and questioning specialists, this study presents advice for website design and emphasizes the need for a balance between website design, search engine optimization, and purchase decision criteria.