Usability optimization of websites using field data from analytics and Yandex video sessions
Adavelli, Muninder (2019)
Diplomityö
2019
School of Engineering Science, Tietotekniikka
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019082725694
https://urn.fi/URN:NBN:fi-fe2019082725694
Tiivistelmä
Usability has become an important quality factor in the process of web development, which should be considered alongside functionality and schedule. It is also one of the primary requirements for the users, much more than just a good looking design and conversion, a crucial aspect of business websites depends on the usability of websites. Additionally, search engines, which are the most significant traffic providers for websites, have included user satisfaction as one of the key ranking factors.
This study proposes a model to improve the conversion rate of websites operating in service directory model which compares products and services of other businesses by applying the website usability principles in combination with field data of real users of the website to optimize the website for usability.
Both Quantitative and Qualitative data is collected and analyzed to understand user behavior on websites. Firstly, the usability metrics from Google Analytics are used to find out the usability issues of the website. As data from google analytics was answering only what-questions of the usability research but not why-questions associated with usability issues, qualitative analysis is conducted using video session recordings along with Heuristics usability guidelines. Based on the qualitative analysis, the website design elements are redesigned. The impact of the change is measured using the conversion rate goals set in Google Analytics. Literature review on usability testing and user behavior analysis laid the foundation for this research on what elements to check, how to observe trends that can translate to conversions while studying their video sessions on the websites.
The data-oriented UI redesign of betting-sites.me.uk website elements associated with usability issues improved the conversion rates of the website from 15.1% in January - April 2019 to 49.55% during July 15 - Aug 5, 2019. Besides, the average time on the website, a critical summative website usability metric increased from 58 seconds in January - April 2019 to 90 seconds in July - Aug 5, 2019, which implies the improvement in user satisfaction. Based on the announcement google made about the importance of usability as a ranking factor, it is believed that changes conducted in the research had a considerable impact on the improvement of SERP’s of the website.
This study proposes a model to improve the conversion rate of websites operating in service directory model which compares products and services of other businesses by applying the website usability principles in combination with field data of real users of the website to optimize the website for usability.
Both Quantitative and Qualitative data is collected and analyzed to understand user behavior on websites. Firstly, the usability metrics from Google Analytics are used to find out the usability issues of the website. As data from google analytics was answering only what-questions of the usability research but not why-questions associated with usability issues, qualitative analysis is conducted using video session recordings along with Heuristics usability guidelines. Based on the qualitative analysis, the website design elements are redesigned. The impact of the change is measured using the conversion rate goals set in Google Analytics. Literature review on usability testing and user behavior analysis laid the foundation for this research on what elements to check, how to observe trends that can translate to conversions while studying their video sessions on the websites.
The data-oriented UI redesign of betting-sites.me.uk website elements associated with usability issues improved the conversion rates of the website from 15.1% in January - April 2019 to 49.55% during July 15 - Aug 5, 2019. Besides, the average time on the website, a critical summative website usability metric increased from 58 seconds in January - April 2019 to 90 seconds in July - Aug 5, 2019, which implies the improvement in user satisfaction. Based on the announcement google made about the importance of usability as a ranking factor, it is believed that changes conducted in the research had a considerable impact on the improvement of SERP’s of the website.