This paper examines the effects and significance of various controllable marketing factors likely to influence the online consumers' behaviour and buying decisions. The study is based on a proposed taxonomy of these factors, classified as elements of what is commonly called Online or Web Experience. The paper analyses the results of a consumer survey held in a realistic online shopping environment and ascertains the influence of the various elements of the Online Experience on the choice of a virtual vendor. Next to evaluating and validating the various elements of the proposed classification the study identifies the relative importance of these elements and their effects on the online consumers' decisions when acting in combination. The statistical analysis of the survey results leads to the conclusion that the usability and the trust-building elements of web sites are the most significant influencing factors of online customer behaviour.