Att förstå användares beteende inom e-handel : En fallstudie om webbplatstrafik

Sammanfattning: In today's society, almost all companies, associations and even individuals have websites, blogs or social media to appear in on the internet, and the competition to succeed appearing on search engines' first pages, which most users only look at, is big. The purpose of this study is to develop proposals for improvement to increase the website traffic for a bed-selling company website, using web analytics and search engine optimization, and to create a deeper understanding of user behavior. This study is based on theories in the field of interaction design with a focus on design principles and cognition. The study uses the methods literature review, web analytics, contextual inquiry sessions and search engine optimization-evaluation in order to generate results. The results gave information about how the user is drawn to the website, and how search engine optimization currently is used for the website. Developing proposals for improvement have been generated based on the results to boost website traffic to the company website. Conclusions in which the study resulted in is, for example, that the study only examines how users find the site starting from a search engine and not why the user uses a search engine, which in a broader study could have been studied for a more in-depth result. Proposals for future research are for example to see how the increase in website traffic is affecting sales both regarding the web shop and in stores.