Track: Business Management

Abstract

Currently, XYZ corporate website faces a problem where the increasing number of visitors does not linearly appear with conversion rate (CR) to purchase the services. Various marketing and advertising strategies have been carried out to overcome this problem but have not found an answer. The present research analyzes the low CR from a User Experience (UX) point of view. The research covers the acceptance scale based on the User Experience Questionnaire (UEQ) benchmark on the corporate website, finds out the differences for each category of age, gender, and customer position, and develops new strategies that can be proposed on the journey in website to improve the quality of customer experience based on a theoretical approach. UEQ will be used in this research to see if the product's user experience is high enough to meet users' general expectations. Under the UEQ, the questionnaire was designed using a 7-point Likert scale. The comparison results of benchmarks against other interactive digital platforms that have gone through UEQ testing in previous studies found that only the Novelty factor is at a Good level, and the rest is only above-average. Furthermore, age was the only demographic factor affecting the participants' UEQ acceptance scale. There is no significant difference between gender and position in the company.Currently, XYZ corporate website faces a problem where the increasing number of visitors does not linearly appear with conversion rate (CR) to purchase the services. Various marketing and advertising strategies have been carried out to overcome this problem but have not found an answer. The present research analyzes the low CR from a User Experience (UX) point of view. The research covers the acceptance scale based on the User Experience Questionnaire (UEQ) benchmark on the corporate website, finds out the differences for each category of age, gender, and customer position, and develops new strategies that can be proposed on the journey in website to improve the quality of customer experience based on a theoretical approach. UEQ will be used in this research to see if the product's user experience is high enough to meet users' general expectations. Under the UEQ, the questionnaire was designed using a 7-point Likert scale. The comparison results of benchmarks against other interactive digital platforms that have gone through UEQ testing in previous studies found that only the Novelty factor is at a Good level, and the rest is only above-average. Furthermore, age was the only demographic factor affecting the participants' UEQ acceptance scale. There is no significant difference between gender and position in the company.

Keywords
Conversion Rate, Customer Profiling, Website, User Experience, UEQ.