Effect of Emotion on Marketing Landing Page Conversion

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dc.contributor.advisorSummers, Kathryn
dc.contributor.authorReyes, Juan-Francisco
dc.contributor.departmentUniversity of Baltimore. School of Information Arts and Technologiesen_US
dc.contributor.programUniversity of Baltimore. Master of Science in Information Design and Information Architectureen_US
dc.date.accessioned2017-01-20T18:33:00Z
dc.date.available2017-01-20T18:33:00Z
dc.date.issued2016-12
dc.descriptionM.S. -- University of Baltimore, 2016en_US
dc.descriptionThesis submitted to the School of Information Arts and Technologies of the University of Baltimore in partial fulfillment of the requirements for the degree of Master of Science in Integrated Design and Information Architecture.en_US
dc.description.abstractWeb users make decisions to click or not to click, to buy or not to buy, every day. The emotional impact of an invitation plays a key role in these decisions. When business goals align with the potential customer’s expectations and desires, conversion is more likely. Therefore, designing the landing page for a marketing campaign to elicit positive emotions from consumers is the natural step to ensure the success of digital marketing campaigns. However, the perfect landing page is only crafted when designers can successfully elicit these positive emotions. User testing that measures users’ emotional response can help designers understand the effects of their design choices. This experiment tests an emotional design model and measures the effect of emotion on landing page conversion, using physiological instruments to measure emotional arousal and a self-reported tool to measure emotional valence. Twenty-eight adult participants (both sexes) living in Peru, and randomly selected within the community of singles looking for a long-term relationship of Mi Media Manzana mobile app, were exposed to two landing pages. The relationship between their emotional response and their conversion decisions was measured. The data provide strong support for the hypothesis that marketing campaign landing pages with strong emotional appeals generate more conversions. The experiment also suggests that some methods for measuring emotional response to marketing landing pages are more reliable than others.en_US
dc.format.extent69 leavesen_US
dc.format.mimetypeapplication/pdf
dc.genrethesesen_US
dc.identifierdoi:10.13016/M2X25M
dc.identifier.otherUB_2016_Reyes_J
dc.identifier.otherReyesPacheco_baltimore_0942N_10085
dc.identifier.urihttp://hdl.handle.net/11603/3819
dc.language.isoen_USen_US
dc.rightsThis item may be protected under Title 17 of the U.S. Copyright Law. It is made available by the University of Baltimore for non-commercial research and educational purposes.en_US
dc.subjectEmotional designen_US
dc.subjectEye-trackingen_US
dc.subjectElectrodermal Activity (EDA-SCR)en_US
dc.subjectEmotionen_US
dc.subjectLanding pageen_US
dc.subjectConversion Optimizationen_US
dc.subjectEffect of Emotionen_US
dc.subjectMarketingen_US
dc.subjectADI Modelen_US
dc.subjectEmotional Measurementen_US
dc.subjectDating Mobile Appen_US
dc.subjectMi Media Manzanaen_US
dc.subjectDating Latamen_US
dc.titleEffect of Emotion on Marketing Landing Page Conversionen_US
dc.typeTexten_US

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