DC FieldValueLanguage
dc.contributor.authorDrivas, Ioannis-
dc.contributor.authorSakas, Damianos-
dc.contributor.authorReklitis, Panagiotis-
dc.date.accessioned2023-10-31T10:34:50Z-
dc.date.available2023-10-31T10:34:50Z-
dc.date.issued2019-05-26-
dc.identifierscopus-85094142591-
dc.identifier.isbn9783030160982-
dc.identifier.issn21987254-
dc.identifier.issn21987246-
dc.identifier.other85094142591-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/765-
dc.description.abstractAttracting 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.en_US
dc.language.isoenen_US
dc.relation.ispartofStrategic Innovative Marketingen_US
dc.relation.ispartofseriesSpringer Proceedings in Business and Economicsen_US
dc.subjectDigital marketing strategiesen_US
dc.subjectSearch engine optimizationen_US
dc.subjectUser-centered website designen_US
dc.subjectWebsite trafficen_US
dc.subjectWebsite usabilityen_US
dc.subjectWebsite usability improvementen_US
dc.subjectWebsite visits improvementen_US
dc.titleImproving Website Usability and Traffic Based on Users Perceptions and Suggestions––A User-Centered Digital Marketing Approachen_US
dc.typeConference Paperen_US
dc.relation.conferenceInternational Conference on Strategic Innovative Marketingen_US
dc.identifier.doi10.1007/978-3-030-16099-9_30en_US
dc.identifier.scopus2-s2.0-85094142591-
dc.relation.deptDepartment of Archival, Library and Information Studiesen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage255en_US
dc.identifier.epage266en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.countryGreeceen_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeConference Paper-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Archival, Library and Information Studies-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0003-2407-9502-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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