E-commerce conversion rate optimization : Based on customer satisfaction and user experience surveys : Case: Company X
Ekholm, Jasmin Eveliina (2020)
Ekholm, Jasmin Eveliina
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020122329917
https://urn.fi/URN:NBN:fi:amk-2020122329917
Tiivistelmä
The objective of this thesis was to design an e-commerce conversion rate optimization plan by conducting customer satisfaction and user experience surveys. The thesis was commissioned by a skincare online store operating in Finland that had been negatively impacted by the global pandemic - COVID-19. The optimization was designed for the case company and provides baseline measurements for various customer satisfaction and user experience metrics for future testing.
The thesis includes a theoretical part, empirical part, and optimization plan. The theoretical part explains the concept of conversion rate and conversion rate optimization, as well as how to execute conversion rate optimization in practice. The empirical part presents the survey results that determine the online store’s Net Promoter Score and Customer Satisfaction Score. The optimization plan provides practical suggestions that can be implemented to increase the conversion rate, as well as user experience and customer satisfaction.
Both surveys collected qualitative and quantitative data to gain a comprehensive understanding of the case company’s customer satisfaction and user experience. Various secondary sources, such as topic expert articles and peer-reviewed articles and books, helped to create a clear description of the topic for the theoretical part.
The survey results show that the case company’s customers are satisfied, but the website has usability related constraints that can retain users from converting. Positively, the surveys provided useful information that is used to improve user experience and customer satisfaction in the long run.
The author suggests further research is done on the case company’s male customers and prospects and the possibilities of increasing the number of them.
The thesis includes a theoretical part, empirical part, and optimization plan. The theoretical part explains the concept of conversion rate and conversion rate optimization, as well as how to execute conversion rate optimization in practice. The empirical part presents the survey results that determine the online store’s Net Promoter Score and Customer Satisfaction Score. The optimization plan provides practical suggestions that can be implemented to increase the conversion rate, as well as user experience and customer satisfaction.
Both surveys collected qualitative and quantitative data to gain a comprehensive understanding of the case company’s customer satisfaction and user experience. Various secondary sources, such as topic expert articles and peer-reviewed articles and books, helped to create a clear description of the topic for the theoretical part.
The survey results show that the case company’s customers are satisfied, but the website has usability related constraints that can retain users from converting. Positively, the surveys provided useful information that is used to improve user experience and customer satisfaction in the long run.
The author suggests further research is done on the case company’s male customers and prospects and the possibilities of increasing the number of them.