This study explores the impact of information architecture (IA) through choice architecture on conversion rates for Software as a Service (SaaS) company websites. This study is performed as a case study where the research underscores the necessity of a well-balanced IA that effectively aligns user needs, content, and context. Although achieving this balance is complex, the findings illustrate that a comprehensive understanding of the interplay between IA and conversions can enhance conversion rates. By examining the most visited and highest converting pages over the study period, the research identifies key differences and commonalities among these pages. It goes into the relationship between visual affordances within IA, choice architecture and conversions, offering insights into how design elements influence user behavior and conversion outcomes. The data suggests that an increase in visual affordances aimed at promoting conversions does not necessarily boost conversion rates. Additionally, while visit duration appears to have minimal impact on conversions, there is a clear visitor preference for certain types of conversions than others. Integrating insights from previous research with the study's findings, the proposed formula to gauge the impact of design and IA on conversions is. This formula indicates the extent to which visual affordances impact conversions through IA, enhancing our understanding of how design affects user behavior and conversion rates on SaaS company websites.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-32072 |
| Date | January 2024 |
| Creators | Larsson de Oliveira, Amanda |
| Publisher | Högskolan i Borås, Akademin för bibliotek, information, pedagogik och IT |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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