University of Twente Student Theses


Design of a Conversion Rate Optimization Tool for E-Commerce

Tran, Nguyen Dat (2017) Design of a Conversion Rate Optimization Tool for E-Commerce.

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Abstract:Conversion rate optimization (CRO) is a methodology used in E-commerce to increase revenue by optimizing the user experience for maximum purchases. However, this process is difficult for many E-commerce operators. A tool was conceptualized that would make the process easily accessible to most E-commerce operators. In the present paper, the design of this tool is documented up to the minimal viable product (MVP) stage. State of the art research was done to provide an overview over the current industry practices around conversion rate optimization, the E-commerce market as well as business development in connection with product development. Related products are compared against a preliminary set of requirements. Then, a practical implementation of the Lean Startup framework was formed and combined with other methodologies for the design of a product and the business model around it. The results of the execution of the methodology are presented. This includes interview evaluations, mockups, a mock sales page, an evaluation of an advertising campaign, pricing considerations and technical product aspects. The iterative design process resulted in a tool that presents an array of potential user experience (UX) changes that shop owners could test.
Item Type:Essay (Bachelor)
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Subject:54 computer science, 85 business administration, organizational science
Programme:Creative Technology BSc (50447)
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