Ing. Tereza Ikášová

FACTORS INFLUENCING CONVERSIONS ON THE CORPORATE WEBSITE - RESEARCH PLAN

What works and doesn't work on websites is a common topic for web designers who try to increase their clients' profits. The problem focuses on a research plan that aims to evaluate the factors that affect the conversion of a corporate website. The research plan is divided into preliminary research, main research and plans for the future. Preliminary research focuses on the length of the inquiry form. It verifies if the length of the form affects the final site selection. The main research then examines the various factors that can influence a site visitor while deciding to submit a form. An experiment with fictitious websites using eye-tracking is used for evaluation. An in-depth interview supports the results. The analysed problem also includes an overview of the evaluation method of the obtained data. Moreover, other possible directions of research are outlined.