20,473 research outputs found
Evaluating the Usability of an Optimized Website for a Local Coffee Business
A survey by the Pew Research Center (2011) found 55% of American adults rely on the Internet as a primary source of information for restaurants and local businesses, with its ability to quickly sort and personalize data such as what cafĆ©s nearby might be widely praised and patronized by online peers. As the Internet becomes prevalent throughout the consumerās purchasing journey, website usability is crucial for the survival of local businesses with online presence. The purpose of this usability study was to evaluate an optimized website for a local and independent coffee business known as The Curb (http://thecurbco.com). With the affordance of web analytics to capture customer information, three website design iterations were created for optimized landing pages. An open-source web tool known as SurveyMonkey was instrumental in creating and distributing anonymous pre- and post-surveys to six participants. They were asked to complete a series of task scenarios using the āthinking aloudā
method while their computer screen and audio were recorded for quantitative and
qualitative analysis. Usability metrics were defined by the ISO 9241-11 standard
providing guidance on measuring the effectiveness, efficiency, and user
satisfaction. The results identified usability issues with the websiteās navigational
menu, suggesting further design iterations to optimize and improve The Curbās
website usability
Differential Impact Of Web And Mobile Interactivity On E-Retailers\u27 Performance
This study investigates the differential impact of machine and person interactivity in both Web and mobile e-commerce channels on e-retailersā operational and financial performance. Based on the data on 463 large e-retailers in U.S. and Canada, interesting findings that Web machine interactivity and mobile person interactivity have significantly positive impact on e-retailersā operational performance, while Web person interactivity and mobile machine interactivity do not. E-retailersā operational performance was found to have significantly positive impact on e-retailersā financial performance. Overall, this study provides in-depth insights into the differential role that machine and person interactivity in Web and mobile channels play in impacting e-retailersā performance. Implications for research and practice as well as suggestions for future research are discussed
Analysis of Impact of Mobile Devices on Information Search through the Internet and e-Commerce
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Information Technology Applications in Hospitality and Tourism: A Review of Publications from 2005 to 2007
The tourism and hospitality industries have widely adopted information
technology (IT) to reduce costs, enhance operational efficiency, and most importantly to
improve service quality and customer experience. This article offers a comprehensive review of
articles that were published in 57 tourism and hospitality research journals from 2005 to 2007.
Grouping the findings into the categories of consumers, technologies, and suppliers, the article
sheds light on the evolution of IT applications in the tourism and hospitality industries. The
article demonstrates that IT is increasingly becoming critical for the competitive operations of
the tourism and hospitality organizations as well as for managing the distribution and
marketing of organizations on a global scale
Proving Marketing ROI: A Digital Marketing Framework
The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient digital marketing campaign that can quantify and prove marketing ROI
Web Analytics: Best Practices for an Organizationās Successful Performance; A Preliminary Analysis
This research presents an exploratory study concerning organizationsā best practices of Web analytics for a successful performance and the factors influencing the companiesā successful adoption of Web analytics.
A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.
Findings suggest that for a successful performance, companies should consider:
ā¢ Data for better decision making.
ā¢ Web analytics barriers
ā¢ Selecting the right KPIs and metrics based on the companyās goals.
ā¢ Web analytics trends
A mixed-method approach comprising other extensive methods of data collection should be conducted. Investigation of the use of specific metrics and KPIs within companies from different industries, as well as the strategies for working past the barriers that impede companies from adopting Web analytics should be considered
Self-Liquidating Sales Funnel For a Cloud Manufacturer
The objective of this project was to develop a self-liquidating sales funnel for a cloud manufacturing company. The rationale included the cost effectiveness to generate leads. Market research was performed, a funnel was developed and a pro-forma financial analysis was completed. The results of the project produced marketing personas, a funnel design and a NPV analysis for advertising spending. It was concluded that a self-liquidating sales funnel is viable for the sponsor
Predictive Analytics of E-Commerce Search Behavior for Conversion
This study explores online customer search behavior on a large e-commerce websiteāWalmart.com. In order to more accurately predict customer purchase conversion based on their search behavior, we adopt a modern machine-learning technique, random forest, as well as logistic regression to develop two computational models. We also integrate information retrieval literature to propose metrics to quantify online consumersā search behavior. Results show that the random forest model performs better with a very high accuracy rate (76%) in predicting customers who will purchase the item they browsed. Among all the predictors, page and session dwell time, user type, click entropy, and click position are the strongest influential factors for the conversion behavior. The findings suggest that, with the enhanced metrics and modeling approaches, search behavior could offer strong cues about customersā purchasing decision. Additionally, the findings also suggest operational implications about how to accommodate and induce the desired search behavior with the e-commerce website
Interpreting infrastructure: Defining user value for digital financial intermediaries.
The 3DaRoC project is exploring digital connectivity and peer-to-peer relationships in financial
services. In the light of the near collapse of the UK and world financial sector, understanding and
innovating new and more sustainable approaches to financial services is now a critical topic. At the
same time, the increasing penetration and take-up of robust high-speed networks, dependable peerto-
peer architectures and mobile multimedia technologies offer novel platforms for offering financial
services over the Internet. These new forms of digital connectivity give rise to opportunities in doing
financial transactions in different ways and with radically different business models that offer the
possibility of transforming the marketplace. One area in the digital economy that has had such an
effect is in the ways that users access and use digital banking and payment services.
The impact of the new economic models presented by these digital financial services is yet to be fully
determined, but they have huge potential as disruptive innovations, with a potentially transformative
effect on the way that services are offered to users. Little is understood about how technical
infrastructures impact on the ways that people make sense of the financial services that they use, or
on how these might be designed more effectively. 3DaRoC is exploring this space working with our
partners and end users to prototype and evaluate new online, mobile, ubiquitous and tangible
technologies, exploring how these services might be extended.Executive Summary: Drawing from Studies of Use - the value, use and interpretation of infrastructure in digital intermediaries to their users. The UK economy has a huge dependence on financial services, and this is increasingly based on digital platforms. Innovating new economic models around consumer financial services through the use of digital technologies is seen as increasingly important in developed economies. There are a number of drivers for this, ranging from national economic factors to the prosaic nature of enabling cheap, speedy and timely interactions for users. The potential for these new digital solutions is that they will allay an over-reliance on the traditional banking sector, which has proved itself to be unstable and risky, and we have seen a number of national policy moves to encourage growth in this sector. Partly as a result of the 2008 banking crisis, there has been an explosion in peer-to-peer financial services for non-professional consumers. These organisations act as intermediaries between users looking to trade goods or credit. However, building self-sustaining or profitable financial services within this novel space is itself fraught with commercial, regulatory, technical and social problems. This document reports on the value, use and interpretation of infrastructure in digital intermediaries to their users, describing analysis of contextual field studies carried out in two retail digital financial intermediary organisations: Zopa Limited and the Bristol Pound. It forms the second milestone document in the 3DaRoC project, developing patterns of use that have arisen on the back of the technical infrastructures in the two organisations that form cases for examination. Its purpose is to examine how the two different technical infrastructures that underpin the transactions that they supportācomposed of the back-office hardware and software, data structures, the networking and communications technologies used, supported consumer devices, and the user interfaces and interaction designāhave provided opportunities for users to realise their financial and other needs. While we orient towards the issues of service use (and its problems), we also examine the activities and expectations of their various users. Our research has involved teams from Lancaster University examining Zopa and Brunel University focusing on the Bristol Pound over approximately a one-year period from October 2013 to October 2014. Extensive interviews, document analysis, observation of user interactions, and other methods have been employed to develop the process analyses of the firms presented here. This report comprises of three key sections: descriptions of the user demographics for Zopa and the Bristol Pound, a discussion about the user experience and its role in community, and an examination of the role of usage data in the development of these a products. We conclude with final analytical section drawing preliminary conclusions from the research presented.The 3DaRoC project is funded by the RCUK Digital Economy āResearch in the Wildā theme (grant no.
EP/K012304/1)
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