The Effect of the Length of the Inquiry Form on the Conversion of the Corporate Website

Tereza Ikášová ()
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Tereza Ikášová: Silesian University in Opava, School of Business Administration in Karvina, Department of Informatics and Mathematics

Chapter Chapter 50 in Advances in Empirical Economic Research, 2023, pp 813-824 from Springer

Abstract: 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.

Keywords: Web design; Conversions; Chi-square test; Generation Z (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-22749-3_50

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