The evolution and roles of websites and UX tools in relation to marketing and sales generation

Magyar Zsófia Anna (2024) The evolution and roles of websites and UX tools in relation to marketing and sales generation. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The aim of my research is to explore how far websites and User Experience have progressed since making their first appearances and to understand the part they take in the field of marketing and sales generation. The research questions being studied in my thesis are twofold, focusing equally on the evolution and roles. The first part of the research questions looks at the case of websites: how they have changed in the past decades and how they impact marketing and sales generation. The second part of the research questions addresses the case of User Experience: how User Experience has changed in the past decades and how they impact marketing and sales generation. To further examine how websites and UX tools impact marketing efforts and sales generation for businesses I opted for interviews with professionals as the suitable primary research method for my thesis. This qualitative approach opens the door for the in-depth analysis of their opinion and experiences. For the semi-structured interviews, the candidates were selected based on the precondition of having worked in the web design or marketing field and being familiar with the subjects of my research. The interviews were conducted online through the Microsoft Teams app in Hungarian to provide a comfortable environment for every participant. The interview questions were organized into four groups deriving from my research questions: The evolution of websites The role of websites in marketing and sales generation The evolution of UX The role of UX tools in marketing and sales generation Key findings included major changes in the development of websites like responsivity, site builders, the current usage of AI technologies and its possible progression in the future. By allocating resources to websites, updating them based on different evaluation methods and by catering to user needs, websites can be helpful tools in increasing brand awareness and conversions. User Experience grew into a complex field that is being considered in offline and online designs to serve and hopefully surpass user expectations. The mixture of the cognitive, emotional and ergonomic experience, that contributes to the total UX, massively impacts purchase decision and brand perceptions. In the future, mass personalization, storytelling and more interactivity, such as gamification is expected online. The findings and tips based on the results of my secondary and primary research can provide a guideline for businesses about how websites and user experience affect their success and how they should proceed to maximize the potential of these tools.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	evolution, marketing, roles, UX, website
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:22
Utolsó módosítás:	2025. Már. 25. 11:22

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