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Conversion Rate Optimization: A Qualitative Approach to Identifying Optimization Barriers
Jönköping University, School of Engineering, JTH, Computer Science and Informatics.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Konverteringsoptimering : En kvalitativ strategi för att identifiera optimeringsbarriärer (Swedish)
Abstract [en]

This thesis examined the question “What barriers are preventing Swedish companies from performing a structured conversion rate optimization process?”. As the purpose is to obtain an understanding of what is preventing companies from successfully execute conversion rate optimization (CRO). Given that CRO is an important part in most digital marketing activities. And despite increase in budget and importance in marketing, resource constraint continues to be the biggest obstacle. 

The method employed to investigate this question was qualitative interviews with participants who worked with websites in seven different companies. An analysis was carried out, estimating the participating companies’ level of knowledge, overall structure, what to prioritize and current obstacles.

It was established that the interviewees had several different areas of concern with regards to conversion rate optimization. Limited time, budget, priorities, knowledge, ownership, structured approach and interpreting data, were all treated in the analysis. A discussion was carried out to argument the definition of “biggest” barrier, as some barriers were more common than others but easier to overcome. Overall, these obstacles could all be traced back to barriers as prioritization, structure and ownership.

The conclusion was that companies must have a more structured working process within the area of conversion rate optimization in order for this practice to be prioritized as a substantial part of companies online marketing activities.

Abstract [sv]

Denna uppsats har undersökt frågan "Vilka hinder hindrar svenska företag från att genomföra en strukturerad konverteringsoptimerings process?". Med syfte att få en förståelse för vad som hindrar företagen att utföra konverteringsoptimering (CRO). Då CRO är en viktig del i de flesta digitala marknadsaktiviteter. Och trots ökad budget och kunskap inom marknadsföring är resursbegränsningen fortfarande det största hindret.

Metoden som användes för att undersöka denna fråga var kvalitativa intervjuer med deltagare som arbetade med webbplatser inom sju olika företag. En analys genomfördes, som tog upp företags kunskapsnivå, övergripande struktur, prioriteringar och nuvarande hinder.

Det fastställdes att intervjuarna hade flera olika problemområden med avseende om konverteringsoptimering. Begränsad tid, budget, prioriteringar, kunskap, ägandeskap, strukturerat abetsflöde och tolkning av data, behandlades alla i analysen. En diskussion gjordes för att argumentera för definitionen av "största" barriären, eftersom vissa hinder var vanligare än andra men lättare att övervinna. Sammantaget kan dessa hinder alltså spåras tillbaka till hinder som prioritering, struktur och ägande.

Slutsatsen var att företagen måste ha en mer strukturerad arbetsprocess inom området för konverteringsoptimering för att denna disciplin ska prioriteras som en väsentlig del av företagets marknadsföringsaktiviteter online.

Place, publisher, year, edition, pages
2019. , p. 33
Keywords [en]
Conversion rate optimization; User experience (UX); Working culture; Barrier;
National Category
Human Computer Interaction
Identifiers
URN: urn:nbn:se:hj:diva-44487ISRN: JU-JTH-IKA-1-20190103OAI: oai:DiVA.org:hj-44487DiVA, id: diva2:1324613
Subject / course
JTH, Informatics
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-14 Last updated: 2019-06-18Bibliographically approved

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