Conversion Rate Optimization Strategy in UX : Applying the Theory of Four Behavior Types Within E-Commerce Conversion Rate Optimization

Sammanfattning: This study uses the mindset of Bryan Eisenbergs four behavior types (Competitive, Spontaneous, Humanistic, and Methodical), to in- crease the conversion rate and the user experience while shopping online. Traditional retailers, i.e physical stores, are not a priority anymore and a challenge for an e-commerce site is to maintain a relationship to the customer online. The mindset of the four be- havior types is aimed to be used to target the universe of buyers. This mindset and theory will be applied to a CRO-design process, where the focus is to increase the conversion rate optimization of a website. An extensive literature study, an analysis phase, user tests and a questionnaire were used to decide whether this concept is worth using as a part of the process or not. The results indicate that the concept of the four behavior types can be used to target the audience. The thesis states that the concept could be used as a general foundation to further develop this mindset.