Conversion rate optimization in online stores for high involvement products with the use of conjoint analysis
Sell, Pauline (2023)
Pro gradu -tutkielma
2023
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2023042638891
https://urn.fi/URN:NBN:fi-fe2023042638891
Tiivistelmä
The thesis includes a theoretical analysis and a practical experiment on factors that influence conversion rates on the websites of companies that sell high involvement products online. Particular focus is put on web design concepts and features, influence tactics and personal characteristics of users that might affect their reaction.
The practical experiment is conducted in the form of a survey, in which participants were presented with six demo websites with varying combinations of overall layout, influence tactics, and content of pictures. The method of analysis was a conjoint analysis with the use of R-Studio. Additionally, the participants have been asked about demographic information and their attitudes towards online shopping. An analysis of how these factors influenced the ratings of the website is included.
It was found that the influence tactics used on the websites had the strongest effect on the likelihood of conversion for the overall group, as well as most sub-groups. The website that was overall most successful included a simple overall layout, rational influence tactics and pictures of only products instead of people using the products. There were however strong variations in ratings based on cultural background, sex and age of the participants as well as based on the device they used to display the demo websites.
The practical experiment is conducted in the form of a survey, in which participants were presented with six demo websites with varying combinations of overall layout, influence tactics, and content of pictures. The method of analysis was a conjoint analysis with the use of R-Studio. Additionally, the participants have been asked about demographic information and their attitudes towards online shopping. An analysis of how these factors influenced the ratings of the website is included.
It was found that the influence tactics used on the websites had the strongest effect on the likelihood of conversion for the overall group, as well as most sub-groups. The website that was overall most successful included a simple overall layout, rational influence tactics and pictures of only products instead of people using the products. There were however strong variations in ratings based on cultural background, sex and age of the participants as well as based on the device they used to display the demo websites.