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.
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