Det sa bara ”klick” : en studie om länkar och länketiketter på Volvo Construction Equipments webbplats

Sammanfattning: The aim of this bachelor thesis is to explore how links and labels are used on the project collaborator’s – Volvo Construction Equipment’s – websites through web analysis tools. Whether there’s a correlation between user’s web behavior and their choice of navigation channel and clicked link label, and what effect placement, label and design have on the conversion rate of a link was explored by using structured observation and a combined field experiment and A/B test. Data was collected using two different web analytics tools (Adobe Analytics and Hotjar). The results showed that there was a statistical relationship between a user’s web behavior and which channel she chose, but no correlation between her web behavior and which link she chose to click. The results also showed that changing a link’s placement, label and design altogether had a synergic effect on the conversion rate of the link, but whether the conversion rate was actually affected by changing only one of these factors could not be determined as the results did not result in a statistical correlation using the chi-square test. In addition to presenting the findings made, a discussion of the study’s implications and how they may have affected the reached results is also presented. Among other things, there were some issues with the web analytics tools used as well as the collected data (e.g., a potential bot was identified on one of the studied sites which affected the structured observation method). Finally, suggestions on further research in the studied area are presented.