The web has become an opportunity for the marketers to add value to products and services. The phenomenal growth and rising of the popularity of the internet and the World Wide Web have become a key to attract more consumers and businesses to engage the benefits of Electronic Commerce (E-commerce). This E-commerce is sited as any form of business transaction in which the parties interact electronically rather than by physical exchanges or direct physical contact (Aldin, Brehmer & Johansson, 2004). This has transformed the traditional commerce and enhanced sales and exchanges of merchandise and information. It is not just considered as single entity of technology but a combination of technologies where applications, processes, business strategies are necessary to do business electronically. The availability of goods and services with the click of a mouse is changing the global setting. Consideration of the websites design and operations are dependent upon the nature of business activities and target consumers. According to Burleson (2005), a website must be simple and focused site to succeed. One that is easy to build, maintenance-free, low cost, trustworthy, and a powerful traffic-builder and customer-converter. Having the right tool and the right product alone doesn’t ensure the success of the website. To be effective, the Website must be designed with the target audience as foremost consideration. Website designers must balance design considerations and capabilities with client objectives and the consumer’s level of understanding in the modern technology (Geissler, 2001). 28
It is critical for companies to know how do they attract customers to their website, engage them to turn into paying customers and also retain them in returning to your website. Online communications techniques used to achieve goals of brand awareness, familiarity and favorability and to influence purchase intent by encouraging users of digital media to visit a web site to engage with the brand or product and ultimately to purchase online or offline through traditional media channels such as by phone or in-store (Chaffey, 2009).