Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/26718
Gaining insights into website traffic and online consumer behavior with Google Analytics
The aim of this paper was to gain insights into the interactions between a website in a tourism industry and its visitors. Various Google Analytics reports were collected and analyzed to gain insights into website traffic and online consumer behavior. This paper discusses the literature of webpages, consumer buying decision process, online consumer behavior, online retailers and web analytics. The website analyzed in this paper was www.arcticadventures.is. That website was chosen for this case study as the site had stable traffic and the performance of the website was important to the business success as the company’s products were sold on the site. Amongst data collected was demographics information about visitors and their purchasing behavior. Furthermore, a/b split test experiment was conducted to measure the effectiveness of content changes on the website. The content changes made on the website were based on results from Google Analytics reports and Hotjar heatmap tool.
Keywords: Online consumer behavior, ecommerce, consumer purchasing process, website traffic, Google Analytics, a/b testing.