Konvertering och användbarhet – En undersökning om hur besökare på webbplvatser med e-handel kan konverteras till kunder.

It is important for companies to be visible on search engines like Google to increase the number of visitors on their websites. However, the importance of converting these visitors into customers hasnât been highlighted in the same extent as search engine visibility. The aim of this thesis is to explore how e-commerce visitors can be converted to customers through design principles and usability. The framework of this thesis, along with its conclusions and guidelines, is assembled through literature analysis, interviews with conversion optimization experts, usability testing and A/B-testing. The results show that there are many factors that can affect the conversion rate on e-commerce websites. Furthermore, due to the fact that every webpage is unique, it is impossible to state that certain conversion factors always will increase the conversion rate. Therefore, it is important to note that every design change that is made needs to be tested to validate how the conversion rate is affected. Moreover, the conclusions show that there are three main design-related areas that may affect the conversion rate. These key areas are layout, navigation and trust. They all contain a variety of factors that may affect the conversion rate. Beyond these three areas there are external factors, such as context and target group, that can affect the design-related factors and their possibility to impact the conversion rate. The conclusion of the study show that a synergy between external factors, design-related factors, the generalization problem and the importance of persistent testing the design changes needs to be achieved to create a sustainable conversion work.â