Conversion Rate Optimization : Visual Neuro Programming Principles
Berezhnaya, Anastasia (2016)
Berezhnaya, Anastasia
Metropolia Ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605117189
https://urn.fi/URN:NBN:fi:amk-201605117189
Tiivistelmä
The influence of the world wide web has already spread in every business. Consequently, it has become crucial to develop strong online presence and offer qualified user experience for website visitors. Website optimization undeniably has proved its importance in the recent decade.
This research was conducted in order to study the practical application and structure of the stages of the CRO (Conversion Rate Optimization) framework that focuses on the most representative website metric – conversion rate. Additionally, the neuro web design principles are researched and described in the study in order to deeply understand underlying brain activity of users and hypothesize about changes more effectively. Concepts of sub-conscious perception and visual hierarchy are briefly explained.
The experimental part of the research focuses on particular company a web store case. Using an online optimization tool, a number of A/B testing campaigns were conducted ac-cording to the best practices of the CRO framework. Application of several changes resulted in noticeable increase of conversion rate on the tested pages.
The underlying layer of the human unconscious decision-making is not fully studied; thus, further studies would possibly make a sufficient contribution in neuro visual programming that could be used in order to provide better and smoother user experience and consequently higher conversion rate.
This research was conducted in order to study the practical application and structure of the stages of the CRO (Conversion Rate Optimization) framework that focuses on the most representative website metric – conversion rate. Additionally, the neuro web design principles are researched and described in the study in order to deeply understand underlying brain activity of users and hypothesize about changes more effectively. Concepts of sub-conscious perception and visual hierarchy are briefly explained.
The experimental part of the research focuses on particular company a web store case. Using an online optimization tool, a number of A/B testing campaigns were conducted ac-cording to the best practices of the CRO framework. Application of several changes resulted in noticeable increase of conversion rate on the tested pages.
The underlying layer of the human unconscious decision-making is not fully studied; thus, further studies would possibly make a sufficient contribution in neuro visual programming that could be used in order to provide better and smoother user experience and consequently higher conversion rate.