Investigating website features quality using three online techniques on the lead generation website - a case study

PhD Thesis


Al-Gburi, Hamzah Mohammed Kadhim. 2020. Investigating website features quality using three online techniques on the lead generation website - a case study. PhD Thesis Doctor of Philosophy. University of Southern Queensland. https://doi.org/10.26192/q18g-3f53
Title

Investigating website features quality using three online techniques on the lead generation website - a case study

TypePhD Thesis
Authors
AuthorAl-Gburi, Hamzah Mohammed Kadhim
SupervisorSoar, Jeffrey
Al-­Hakim, Latif
Yong, Jianming
Miller, Karen
Yusaf, Talal
Sassenberg, Anne­-Marie
Trimmer, Karen
Institution of OriginUniversity of Southern Queensland
Qualification NameDoctor of Philosophy
Number of Pages312
Year2020
Digital Object Identifier (DOI)https://doi.org/10.26192/q18g-3f53
Abstract

High-quality website features can attract, engage and convert more visitors to online users and customers. The well-established process of Visitor Acquisition leads to increased traffic attending the website. Well-understood Online User Behaviour facilitates in understanding the intention of online users regarding their needs, wants and desires on pages of the website. Conversion Rate Optimisation improves the conversion of online users, increasing Conversion Rate to achieve a successful business. This thesis reports on a research project that aimed to study the relationship between Website Features Quality and both Visitor Acquisition and Online User Behaviour and their impact on Conversion Rate Optimisation in the Lead Generation website. To better understand this relationship and this impact on conversion of online users, three tools were used to collect data at the organisational level and the individual level from the Conversion Kings website, an agency located in Brisbane that was used as a case study. These three tools included Google Analytics, Heat Maps and the Conversion Funnel relying on an online survey. Google Analytics results indicated that usefulness and usability problems on the website were the main factors related to Website Features Quality that had a negative relationship with both Visitor Acquisition and Online User Behaviour and reduced Conversion Rate Optimisation. The differentiation in the demographic data moderated the relationship between Website Features Quality and both Visitor Acquisition and Online User Behaviour and their impact on Conversion Rate Optimisation. The data from the Heat Maps showed that most visitors and online users started their journey on the website to search for general information, then went to browse specific information and details, and finished by attempting trials or tests of Conversion Rate Optimisation Audit and User Experience Audit. The home page had the most clicks or taps and movements compared to other pages. The areas of interest intensified on the top of the pages on the website. Website pages, online user devices and colours of page sections moderated the relationships between Website Features Quality and both Visitor Acquisition and Online User Behaviour and their impact on Conversion Rate Optimisation. The most important outcome of the data from the Conversion Funnel was that visitors and online users chose different preferences for Website Features Quality at different stages of the Conversion Funnel. These preferences were Google engine, Google review, sufficient information or content, reputation or rank, trust and experience of the ii agency. The demographic data moderated the choices of these preferences of Website Features Quality and both Visitor Acquisition and Online User Behaviour and their impact on Conversion Rate Optimisation. Google Analytics results provide demographic data and real-time data to developers, designers, analysts and marketers of the website to evaluate and improve the performance of Website Features Quality, in terms of attracting, engaging and converting the online users. Heat Maps results indicate that Heat Maps offer developers, designers, analysts and marketers a visualised measure of opportunities and challenges related to the experience of online users on pages of the website for a better understanding of the relationship between Website Features Quality and both Visitor Acquisition and Online User Behaviour and their impact on Conversion Rate Optimisation. The Conversion Funnel categorised factors that were related to the preferences of online users into factors related to the acquisition stage, factors related to the behaviour stage, and factors related to the conversion stage and their relationship with the Website Features Quality. Developers, designers, analysts and marketers of the website can utilise form these factors to better understand the preferences of online users at each stage of the Conversion Funnel. The research on the relationship between Website Quality Features and both Visitor Acquisition and Online User Behaviour and their impact on Conversion Rate Optimisation in the Lead Generation website showed that there is a need for more study and research on these components in other environments for a better understanding of this relationship and their impact.

KeywordsWebsite Quality, Digital Marketing, Information Systems, Acquisition, Online Behaviour and Conversion Rate Optimisation
ANZSRC Field of Research 2020460508. Information retrieval and web search
350303. Business information systems
460910. Information systems user experience design and development
350607. Marketing technology
350715. Quality management
460504. Data quality
490304. Optimisation
Byline AffiliationsSchool of Management and Enterprise
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https://research.usq.edu.au/item/q656w/investigating-website-features-quality-using-three-online-techniques-on-the-lead-generation-website-a-case-study

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