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The enhancement of A/B testing in web design

Cultivating the world with dependable and modern data

Rechten: Alle rechten voorbehouden

The enhancement of A/B testing in web design

Cultivating the world with dependable and modern data

Rechten: Alle rechten voorbehouden

Samenvatting

This thesis shows the results of how an alternative design can influence online behaviour which is measured by data and tracked through A/B tests.
This research can be used as an example to show customers the value of conducting such an experiment. These experiments can be used by the customer to test price sensitivity or other changes in design. Furthermore, it allows the customer to test additional call to actions without changing the original website. In order to conduct this research, the researcher had to have a certain amount of knowledge about behaviour tracking. Therefore, he acquired this knowledge by following multiple Google Analytics courses.

In the chapter literature review, information about the theoretical backgrounds of the theory and the concepts that are being used in this research. This information is gathered and is being used as preliminary research which has been based on the scope of the research and its methods. By using Brendly’s innovative designs they have been able to experience rapid growth over the last few years. However, they have now entered a new segment in web design which is optimisation. Which can take on many forms but the main one is lead/conversion optimisation.

Moreover, after doing the theoretical research we had to investigate our further steps. That why we started to research which elements would be most suited for conversion optimisation and after testing these designs. We found out that companies can indeed influence the behaviour of their traffic by using A/B tests to optimise conversion. By using data from Google Analytics we were able to see which pages and which elements got a lot of traffic attention but were not performing well and where therefore ineffective. By applying this data towards the design in regards towards a call to action we created a new design that had multiple additional calls to
actions. By doing this, these additional calls to actions and new designs we were able to boost company’s Shifter their conversion with 15% taking into regard that their average total visitors of 3017 a month.
In order to continue this service, the research has set up a step by step plan. In which it is described how this service can be presented towards the customer and how the process of this service will be conducted. By implementing this plan Brendly can assure that the lifetime cycle of their customer has the possibility to be prolonged by using conversion optimisation as an aftersales. This plan can be found in the recommendations chapter.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
AfdelingAcademie voor Economie & Management
PartnersBrendly, Amsterdam
Datum2018-06-26
TypeBachelorscriptie
TaalEngels

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