Usability on e-commerce sites for increased sales : How to get the wheel spinning

Abstract: Commerce through Internet gets more usual and has become a part of everyday activities and the users get more experienced. Today e-commerce is not only used to go through with pur-chases online, it is also about decision making before going to a physical store to purchase the product. But even if e-commerce is an established concept there is still shown that customers tend to cancel purchases in due to that the e-commerce site is hard to use. The purpose of this research is to review earlier researchers’ contributions and through this study add theoretical contribution that widens the understanding what enables e-commerce to succeed today in rela-tion to information provision. Questions been asked is 1) what is it 2015 that determines if an e-commerce venture succeeds or not? And 2) what usability parameters are of influential sig-nificance? To answer this it was conducted semi-structured interviews on the company Wip-core that develops e-commerce solutions, the interviewees where employees of different pro-fessions both in business and informatics. The result of this research shows what it is today that determines if an e-commerce venture will succeed or not. The result also points out pa-rameters of an influential significance concerning success factors, also the influence depend-ing on variation between industries and products being sold and what the specific target groups are. The target group that could be interested in this research is companies who con-duct sales through an e-commerce site and who wants to know what influence usability may have on the sales force and companies who has usability as an already existing business con-cept, i.e. other companies developing e-commerce systems. This research can also be of inter-est for companies who has their whole or a part of their business online, because hopefully it leads to an increased self-awareness and a critical examination within the own company but also an external awareness of how influential usability on e-commerce sites may be.