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Usability and user experience design analysis on a University website : A usability and user experience of an internationally oriented university website; explaining the different click through rates of different studies

Mombarg, Jeroen (2021) Usability and user experience design analysis on a University website : A usability and user experience of an internationally oriented university website; explaining the different click through rates of different studies.

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Abstract:This study investigates relationship between the user experience design, usability and the click through rate of an international oriented university website. These relationships are identified based on online patterns and the user behaviour on the university website. The high-converting pages of two similar studies have been identified. Top pages of the high-converting study are more focused on broad-information, whereas the pages of the low-converting study are more focused on the in-depth-information. These pages formed the basis of the user experience design and usability analysis. With the analysis of these pages, relationship have been identified and marked as relevant or irrelevant. The internal navigability of a website has been identified as the major relevant relationship between the user experience design, usability and the click through rate. The usability of webpages is a good auxiliary for graphic design and the navigability. The main reason of the discrepancies in the different click through rates is the lack of usability and a less user-friendly design of the high converting pages of the less-converting study. With the analysis and the practical implications, valuable information is given to improve these pages. Also, an integrated model is presented which can be used in the future.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:81 education, teaching, 83 economics, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/85946
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