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Conversion Rate Gain with Web Performance Optimization. A Case Study

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Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018 (ISAT 2018)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 852))

Abstract

In this paper, we show how e-business performance metrics gain from Web Performance Optimization (WPO). We study the application of WPO to improve the conversion and bounce rates for the credible opinions form of one of the biggest Polish opinion web portals. We evaluated and optimized two types of opinion forms, namely the company and product opinion forms. We applied modern WPO techniques suggested in the literature. The conversion of the company opinion form was the primary aim of our optimization. We observed and analyzed the effects using Google Analytics tools connected to the application and internal analytic panel. We collected the conversion and bounce rates before and after the optimization. The result for the company opinion form is auspicious, showing its high conversion increase from 6.35% to 14.30% within six months of observation nevertheless the product opinion form got the significant decrease, from 3.69% to 1.68%. We discuss and explain the possible reasons for such a situation. We used WebPageTest to test the performance of both opinion forms, before and after the optimization.

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Author information

Authors and Affiliations

  1. Faculty of Computer Science and Management, Department of Computer Science, Wrocław University of Science and Technology, 50-370, Wrocław, Poland

    Kamil Szalek & Leszek Borzemski

Authors
  1. Kamil Szalek
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  2. Leszek Borzemski
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Corresponding author

Correspondence to Leszek Borzemski .

Editor information

Editors and Affiliations

  1. Faculty of Computer Science and Management, Wrocław University of Science and Technology, Wrocław, Poland

    Leszek Borzemski

  2. Faculty of Computer Science and Management, Wrocław University of Science and Technology, Wrocław, Poland

    Jerzy Świątek

  3. University of Applied Sciences in Nysa, Nysa, Poland

    Zofia Wilimowska

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Szalek, K., Borzemski, L. (2019). Conversion Rate Gain with Web Performance Optimization. A Case Study. In: Borzemski, L., Świątek, J., Wilimowska, Z. (eds) Information Systems Architecture and Technology: Proceedings of 39th International Conference on Information Systems Architecture and Technology – ISAT 2018. ISAT 2018. Advances in Intelligent Systems and Computing, vol 852. Springer, Cham. https://doi.org/10.1007/978-3-319-99981-4_29

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