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Conversion Rate Optimization Strategy in UX: Applying the Theory of Four Behavior Types Within E-Commerce Conversion Rate Optimization
Umeå University, Faculty of Science and Technology, Department of Applied Physics and Electronics.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study uses the mindset of Bryan Eisenbergs four behavior types (Competitive, Spontaneous, Humanistic, and Methodical), to in- crease the conversion rate and the user experience while shopping online. Traditional retailers, i.e physical stores, are not a priority anymore and a challenge for an e-commerce site is to maintain a relationship to the customer online. The mindset of the four be- havior types is aimed to be used to target the universe of buyers. This mindset and theory will be applied to a CRO-design process, where the focus is to increase the conversion rate optimization of a website. An extensive literature study, an analysis phase, user tests and a questionnaire were used to decide whether this concept is worth using as a part of the process or not. The results indicate that the concept of the four behavior types can be used to target the audience. The thesis states that the concept could be used as a general foundation to further develop this mindset.

Place, publisher, year, edition, pages
2019. , p. 56
Keywords [en]
UX, E-Commerce, CRO, Conversion Rate Optimization, Competitive, Spontaneous, Methodical, Humanistic.
National Category
Interaction Technologies
Identifiers
URN: urn:nbn:se:umu:diva-165035OAI: oai:DiVA.org:umu-165035DiVA, id: diva2:1368219
External cooperation
Ateles
Subject / course
Examensarbete i Interaktionsteknik och design
Educational program
Master of Science Programme in Interaction Technology and Design - Engineering
Supervisors
Examiners
Available from: 2019-11-07 Created: 2019-11-06 Last updated: 2019-11-07Bibliographically approved

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Interaction Technologies

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf