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Confirmation of Candidature - Candidate : Timo Irion

Digital Optimisation for Medium-Sized Australian Banks Based on Internal and Consumer Online Decision-Making Theories: A Work-Based Study Developing a User Framework.
14 MAR 2022
10.00 AM - 11.30 AM

Consumers come to banking websites but only a small fraction look at product pages whereas a majority of consumers exit banking websites on the homepage or product category listing pages. Conversions Rate Optimisation (CRO) is a practice that through A/B testing attempts to improve the usability of a webpage in order to coax consumers to look at product specific pages and get them to submit an enquiry or apply for a loan. However, the reason for the research is a gap in the current literature and professional practice of knowledge as it relates to (i) internal decision-making in developing web pages, (ii) online consumer decision-making, and (iii) conversion rate optimisation frameworks in the online banking context. The current conversion rate optimisation literature primarily deals with e-commerce websites that are different in nature to banking websites.

For more information, please contact the Graduate Research School.