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Uporabniška izkušnja in dejavniki uspešnosti nakupnega procesa v spletnih trgovinah: analiza konverzij znotraj nakupne košarice v Podjetju X : magistrsko delo
ID Remec, Živa (Author), ID Petrovčič, Andraž (Mentor) More about this mentor... This link opens in a new window

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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.

Language:Slovenian
Keywords:uporabniška izkušnja, spletna košarica in blagajna, konverzija, uporabniški vmesnik, mobilni prikaz
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Place of publishing:Ljubljana
Publisher:Ž. Remec
Year:2024
Number of pages:1 spletni vir (1 datoteka PDF (95 str.))
PID:20.500.12556/RUL-159287 This link opens in a new window
UDC:004.5:339.13:004.738.5(043.2)
COBISS.SI-ID:201640195 This link opens in a new window
Publication date in RUL:05.07.2024
Views:163
Downloads:49
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Secondary language

Language:English
Title:User experience and success factors in online shopping: analyzing conversions within e-commerce shopping carts - a case study of Company X
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.

Keywords:user experience, online shopping cart and checkout, conversion, user interface, mobile device

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