analiza konverzij znotraj nakupne košarice v Podjetju X
Živa Remec (Author), Andraž Petrovčič (Mentor)

Abstract

Magistrsko delo preučuje uporabniško izkušnjo in dejavnike, ki vplivajo na uspešnost nakupnega procesa v spletnih trgovinah, s poudarkom na konverzijah znotraj nakupne košarice in blagajne. Njegov cilj je bil identificirati ključne vidike, ki vplivajo na konverzije, in preučiti razlike glede na vrsto naprave, s katero uporabniki dostopajo do spletne trgovine. Empirična analiza temelji na podatkih Podjetja X, ki so bili zbrani s spletno analitiko v orodju Google Universal Analytics. Rezultati so pokazali, da so za povečanje konverzij v nakupni košarici in blagajni ključni intuitivna navigacija, jasna informacijska struktura, enostavnost uporabe, transparentnost cen, preprostost postopka plačila in varnost ter hitrost nalaganja spletnih strani. Še posebej pa je pomembna optimizacija za zaslone na pametnih telefonih, saj slednja pomaga izboljšati uporabniško izkušnjo in povečati konverzije.

Keywords

uporabniška izkušnja;spletna košarica in blagajna;konverzija;uporabniški vmesnik;mobilni prikaz;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [Ž. Remec]
UDC: 004.5:339.13:004.738.5(043.2)
COBISS: 201640195 Link will open in a new window
Views: 54
Downloads: 5
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Other data

Secondary language: English
Secondary title: User experience and success factors in online shopping: analyzing conversions within e-commerce shopping carts - a case study of Company X
Secondary abstract: The master's thesis examines user experience and factors influencing the success of the purchasing process in online stores, with a focus on conversions within the shopping cart. The aim was identify key aspects that influence conversions and to explore differences based on the type of device users use to access the online store. The empirical analysis is based on data from Company X, collected through web analytics using Google Universal Analytics. The results showed that key factors for increasing conversions in the shopping cart and checkout are intuitive navigation, clear information structure, ease of use, price transparency, simplicity of the payment process, and website security and loading speed. Optimizing for smartphone screens is particularly important, as it helps improve user experience and increase conversions.
Secondary keywords: user experience;online shopping cart and checkout;conversion;user interface;mobile device;Spletno nakupovanje;Uporabniki interneta;Uporabniški vmesniki (računalniški sistemi);Uporabniško usmerjeno načrtovanje;Univerzitetna in visokošolska dela;
Type (COBISS): Master's thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 1 spletni vir (1 datoteka PDF (95 str.))
ID: 24518568