University of Twente Student Theses


Is personalization the key to high customer conversion for university websites?

Nikolov, Bozhidar (2019) Is personalization the key to high customer conversion for university websites?

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Abstract:With the online user’s number on the rise, more and more people are researching their products or services of interest online; potential students of higher education are no exception to this. The university website is the main source that prospective students will be using in order to gain impressions and vital information about their potential future university and make their choice of study. In this paper, Personalization has been discussed as the tool that can indeed improve the usability of the website and thus lead to higher prospective student’s conversion online. Further, the paper has considered Artificial Intelligence as an enabling technology of the personalization, so that this process is automated. Through literature review, I have analyzed the current state of AI and its possible application in the personalization domain. Moreover, through the literature review, the current hypothesis about personalization and website usability were analyzed. To test the before mentioned this paper conducted a quantitative analysis of the Google Analytics of the University of Twente and further, qualitative analysis based on semi-structured expert interviews from the latter university. Findings fit with the previously analyzed literature, thus that personalization would be able to improve the usability of the website and thus the online student conversion rates would increase. The new insights gained are that personalization is of bigger importance especially to smaller universities, as they usually aim for a more personalized experience. Future research could build upon the current findings and test them in practice.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Artificial intelligence, Personalization, Profiling, Usability, Consumer conversion
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