Conversion Optimierung durch persuasive Designmethoden. Strategien für einen wirkungsvollen Webauftritt
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Masterarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule Karlsruhe - Technik und Wirtschaft, Sprache: Deutsch, Abstract: Der zunehmende Anspruch an die Effektivität einer Website und das immer komplexer werdende Verständnis menschlicher Handlungsmotive stellt den E-Commerce vor Herausforderungen. Eine gute Usability alleine bietet heutzutage keine signifikante Entscheidungsgrundlage mehr dafür, in welchen Onlineshops die Nutzer Produkte erwerben oder sich über diese informieren. Die Benutzerfreundlichkeit wird vorausgesetzt. Um erfolgreichen E-Commerce zu betreiben, gilt es Metriken zu konzipieren, die eine Zielsetzung transparent und messbar machen. Weiterhin muss das Wirkungsgeflecht, anhand welcher Faktoren die Nutzer Entscheidungen treffen, ausreichend erforscht werden. Um sich diesen Herausforderungen zu stellen, sind neue innovative Strategien gefragt. Eine solche Strategie ist die Conversion-Rate durch den Einsatz von persuasiven Designmethoden zu optimieren. Bei dieser Strategie geht es darum, einen Bezugs- und Bewertungsrahmen zu schaffen und durch die Berücksichtigung von Entscheidungsgrundlagen und Motiven des Nutzers ein motivierendes Nutzungserlebnis zu implementieren. So können Wettbewerbsvorteile geschaffen, sowie die Kundengewinnung und -bindung unterstützt werden (vgl. Ash 2013a:32ff). Innerhalb dieser Thesis wird ein praktisches Lösungskonzept zur Optimierung niedriger Conversion-Raten erarbeitet. Weiterhin werden Strategien erläutert, wie Nutzer in ihrem Verhalten motiviert und in ihren Entscheidungen überzeugt werden können. Diese Ausarbeitungen vereinen psychologisch-wissenschaftliche Erkenntnisse mit wirtschaftlich-marketingorientierten Strategien. Im ersten Teil werden relevante Grundlagen der Conversion-Optimierung erarbeitet. Im nächs-ten Teil werden die Grundlagen der Persuasionsforschung erarbeitet. Die theoretischen Inhalte werden in den Kontext des E-
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