The relationship between web accessibility and increased sales conversion on e-commerce platforms.
DOI:
https://doi.org/10.62452/m2fz6p81Keywords:
E-commerce, digital platform, consumer, marketingAbstract
The study analyzes the relationship between web accessibility and increased conversion rates on e-commerce platforms in the fashion sector in Ecuador. Its objective is to examine how improved accessibility can optimize the user experience and, in turn, increase online sales. The methodology was based on a survey of digital shoppers in the sector, the analysis of which identified the influence of accessibility, speed, and usability on purchasing decisions. The results show that accessible websites generate greater satisfaction, trust, and willingness to complete transactions, consolidating accessibility as a key component of digital competitiveness. It is important to optimize navigation, clarity of information, and inclusive design, as this not only improves the consumer experience but also strengthens loyalty and the commercial performance of e-commerce platforms.
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