User-Friendly Website Design: A Combined Eye-Tracking Study

Lamberz, Julia; Litfin, Thorsten; Meeh-Bunse, Gunther; Teckert, Özlem

doi:10.2139/ssrn.3282607

Cited by 2 publications

(2 citation statements)

References 12 publications

(12 reference statements)

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“…More specifically, decision-makers can optimize digital investments by the examination of those web analytics and incorporating them into a general strategy to increase corporate brand name [66][67][68]. Additionally, website developers can get useful insights on why and how a user-friendly website can optimize visibility [4,69,70]. Finally, marketers can identify ways to accomplish competitive differentiation leading to a competitive advantage [71,72].…”

Section: Research Hypothesesmentioning

confidence: 99%

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

et al. 2022

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In a world overwhelmed with unstructured information, logistics companies increasingly depend on their websites to acquire new customers and maintain existing ones. Following this rationale, a series of technical elements may set the ground for differentiating one logistics website from another. Nevertheless, a suitable digital marketing strategy should be adopted in order to build competitive advantage. In this paper, the authors attempt to respond by implementing an innovative methodology building on web analytics and big data. The first phase of the research collects data for 180 days from 7 world-leading logistics companies. The second phase presents the statistical analysis of the gathered data, including regression, correlations, and descriptive statistics. Subsequently, Fuzzy Cognitive Mapping (FCM) was employed to illustrate the cause-and-effect links among the metrics in question. Finally, a predictive simulation model is developed to show the intercorrelation among the metrics studied as well as various optimization strategies. Research findings reveal a significant correlation between the logistics websites’ technical factors and the growth of the corporate brand name.

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Section: Research Hypothesesmentioning

confidence: 99%

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

et al. 2022

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“…The objective of the eye-tracking study was to analyse the web design and the usability of the website of the educational institute "Bildungswerk Grafschafter Wirtschaft" (www.bildungswerk-grafschaft.de), (Lamberz et al, 2017). In particular, the search procedures were inspected.…”

Section: Methodsmentioning

confidence: 99%

Still Searching or Have You Found It Already? – Usability and Web Design of an Educational Website

Lamberz

Litfin

Teckert

et al. 2018

Business Systems Research Journal

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Background: Apart from a straight-forward and intuitive operability an appealing design determines the success of a website equally well. For this reason, the selection of images and navigation bars plays a determining role. The eye tracking method proved to be appropriate in order to verify the usability of websites. Objectives: The aim of the study was to improve the usability of the website of an educational institute for trainees as target group. Methods/Approach: For this purpose, the use of an eye-tracking technology was combined with a survey. The eye-tracking study was implemented task-oriented. Test persons were asked to search for particular courses within this institute. Results: This approach in combination with a subsequent questionnaire resulted in tangible indications of search patterns of the test group. Furthermore, their perception and their appraisal of the usability as well as the web design was analysed. Even though most tasks were accomplished effectively and efficiently with a positive user feedback, a potential for improvement was detected, in particular with regard to the images and the location of the search field. Conclusions: The selected choice of methods enables researchers and web designers to derive recommendations for the orientation, structure, optimisation and comprehensibility of a website.

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User-Friendly Website Design: A Combined Eye-Tracking Study

Cited by 2 publications

References 12 publications

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

Still Searching or Have You Found It Already? – Usability and Web Design of an Educational Website

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