IKÁŠOVÁ, Tereza. The Effect of the Length of the Inquiry Form on the Conversion of the Corporate Website. In Tsounis, N., Vlachvei, A. Advances in Empirical Economic Research. Cham (Switzerland): Springer Nature, 2023, p. 813-824. ISBN 978-3-031-22748-6. Available from: https://dx.doi.org/10.1007/978-3-031-22749-3_50.
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Basic information
Original name The Effect of the Length of the Inquiry Form on the Conversion of the Corporate Website
Authors IKÁŠOVÁ, Tereza (203 Czech Republic, guarantor, belonging to the institution).
Edition Cham (Switzerland), Advances in Empirical Economic Research, p. 813-824, 12 pp. 2023.
Publisher Springer Nature
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Switzerland
Confidentiality degree is not subject to a state or trade secret
Publication form printed version "print"
Organization unit School of Business Administration in Karvina
ISBN 978-3-031-22748-6
Doi http://dx.doi.org/10.1007/978-3-031-22749-3_50
Keywords (in Czech) Chí-kvadrát test;Konverze;Generace Z;Web design
Keywords in English Chi-square test;Conversions;Generation Z;Web design
Tags International impact, Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 5/4/2024 13:55.
Abstract
The corporate website helps entrepreneurs and companies present their activities. At the same time, websites are an interesting channel that can generate new orders for them and, consequently, profits. That is why it is important to pay enough attention to how the website looks, works, and fits into the overall communication of the brand. Visitors are influenced by various factors that can affect conversions. The aim of this chapter is to find out what role the form of the content and the complexity of the inquiry form can play in the conversion on the corporate website. The tracked conversion in this case was the submission of a student internship application form. Fictitious sites were created for the experiments which look the same, but only the monitored variables change. The students chose one of them and then described in the questionnaire the reason why they chose the site. The data obtained were evaluated using methods of applied statistics methods. Nonparametric tests, namely, the Pearson chi-square test, were used to work with the data. The results of the experiment show that the length of the form did not play a role in the decision-making of the respondents. On the contrary, the offer of the internship structured in points was statistically significant and influenced the decision-making of the respondents.
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