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The impact of the landing page on the consumer journey and consumer experience on the IKEA website

Vassart, Frédérike
(2022)

Files

Vassart_85422000_2022_Annexe.pdf
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Vassart_85422000_2022.pdf
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Details

Supervisors
Charry, Karine
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
Digital transformation has revolutionized the way society interacts. The population is ultra-connected, favors almost exclusively digital channels and requires direct and unlimited access to information. Consumers have evolved by being addicted to the web and especially to e-commerce, the buying process has become more digital. During their browsing, users are impatient, looking for speed, fluidity, immediacy and efficiency. Faced with these behaviors, and the increasing competition companies find themselves confronted with challenges, such as having to respond through their website to consumers' expectations immediately and provide the best experience. The first page the consumer lands on the website is the key element which impacts their journey and experience. The objective of this thesis is to understand how the landing page influences the consumer journey and the resulting experience in the case of the furniture company, IKEA. This thesis is divided into two main parts. The first part consists of a literature review that provides a solid theoretical basis on the concepts of the consumer journey, the website as the channel, the landing page and the consumer experience. The second part of the thesis focuses on the empirical part, through a qualitative study carried out with 14 respondents in order to obtain insights about the expectations from the customers’ viewpoint taking into consideration their journey and experience in the furniture and decoration sector. An observation phase is also conducted to observe the navigation and the path generated by the landing page on the IKEA website. The results indicate that the landing page has an influence on the consumer journey, including purchase as well as on the online experience. The profile (gender, age and budget), types of products (hedonic and utilitarian) and the product’s dimensions (budget and size) also impact the purchase cycle and experience. The research gathered aims to make recommendations on how to better meet the consumer's expectations and ultimately lengthen the consumer journey, convert the consumer and improve their experience.