University of Twente Student Theses
Conversion Rate Optimization in E-Commerce Webshops
Bardsen, K. T. (2022) Conversion Rate Optimization in E-Commerce Webshops.
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| Abstract: | The world of e-commerce is rapidly growing; the global pandemic caused a surge in demand for the mobile shopping experience. E-commerce competition is at an all time high, meaning that research in conversion rate drivers is increasingly necessary. The goal of this research is to investigate the impact of specific design choices on customer’s willingness to convert at the start of the conversion funnel of a webshop. The research question is: “What is the impact of different design elements in call-to-action buttons on conversion rates?” To answer this question, an experimental design is carried out on the e-commerce website of a Dutch kitchenware retailer, testing different design elements using eye tracking technology and Google Analytics data. Two hypotheses are tested. The first hypothesis focuses on the effect of salience on conversion rates and states that a button will be clicked and noticed more if it “jumps out” to the user. This hypothesis was based on the bottom-up control of attention theory where we assume that higher levels of contrast corresponds with more attention. This research resulted in the finding that design elements e.g. location, color, text weight, don’t necessarily have any impact on conversion if users do not see the value of the call-to-action. The second hypothesis builds upon this; whether the text of the call-to-action (Familiar naming style such as “bestsellers” v.s. branded name such as “James’ Choice”) will have a significant association with the click through rate. The inclusion of a familiar naming convention was missing in experiment A and resulted in a significant increase in clicks to that page, confirming the hypothesis that users initially did not recognize the meaning of the button, and that that new understanding positively affects their willingness to follow the intended customer journey. This conclusion supports the SEEV model of attention control (Wickens, 2015), top-down control of attention (Orquin & Mueller Loose, 2013) as well as the conversion rate optimization framework by Soonsawad (2013), and provides valuable insights into these through real-world proof of these models. |
| Item Type: | Essay (Master) |
| Clients: | Wegter B.V., Oldenzaal, NL |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/90805 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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