Improving Website Usability and Traffic Based on Users Perceptions and Suggestions––A User-Centered Digital Marketing Approach

Ioannis C. Drivas (), Damianos P. Sakas and Panagiotis Reklitis
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Ioannis C. Drivas: University of Peloponnese
Damianos P. Sakas: University of Peloponnese
Panagiotis Reklitis: Technological Educational Institute of Chalkis

A chapter in Strategic Innovative Marketing, 2019, pp 255-266 from Springer

Abstract: Abstract Attracting visitors to a website is a complex and multidimensional task for each decision maker in the digital marketing sector. Even an organization in relation with its competitors holds the reins in the provision of the most qualitative products and services rather than others, the hard reality though, depicts that if the online users are not able to navigate easily in the organization’s website, they will jump to another. This fact also brings low visibility and traffic metrics in the organization’s website, which unintentionally leads to poor communicational promotion of products and services. In this paper, the authors combine the fragmented pieces of the usability and the levels of traffic that a website has, based on the utility of Search Engine Optimization process for improving the website’s usability and traffic as well. To this respect, the SEO process addresses and examines the website’s usability in design, architecture, and content, for improving greater volume and quality of online users’ visits to the website through search engines. Following a user-centered digital marketing approach, the authors examine, if the level of traffic of a website, related with its level of usability that express, based exclusively on its user’s perceptions and suggestions about that under examined website. Implementing all user’s suggestions and thereafter, adopting Google Analytics as a web usage mining tool for measuring the optimization, the results indicate that following the website’s user’s perceptions and suggestions about it for improving its usability, the total pageviews, the organic traffic, and also the referral traffic of the website rose significantly. To this end, highlighting the utility and practicality of this paper, it is useful to refer that it could be used as a practical toolbox for each digital marketing team, in order to estimate in a well-organized and descriptive manner, the users’ perceptions as regards to a website in order to improve its usability levels and thus its traffic.

Keywords: Website traffic; Website usability; Website visits improvement; Website usability improvement; Search engine optimization; Digital marketing strategies; User-centered website design (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-16099-9_30

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