E-commerce websites’ conversion rates may be directly linked to the customer experience, according to a new study by Global Reviews.

The company found that there seemed to be a correlation between conversion metrics and customer experience scores after surveying consumers on the last holiday they booked online and examining the experience offered by numerous travel websites.

For example, Expedia, the top-ranking website in the study, received a customer experience score of 59 per cent and an online conversion rate of 52 per cent.

Other websites such as Lastminute.com, Ebookers and Opodo were also found to have experience scores and sales rates that seemed to be directly connected.

"Companies that accurately measure and improve their customers’ online experience will see a significant increase in sales," remarked director of Global Reviews Bertie Stevenson.

In other internet marketing news, recent Hitwise research suggested that a growing proportion of e-commerce website traffic in the UK comes from social media websites, overtaking visits originating in email marketing messages.

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