Title: Study on effective user registration procedure in business to business using web analytics

Authors: Akiyuki Sekiguchi; Daigo Sakaida; Kazuhiko Tsuda

Addresses: Graduate School of Systems and Information Engineering, University of Tsukuba, 3-29-1, Otsuka, Bunkyo-ku, Tokyo 112-0012, Japan ' Accenture Japan Ltd., 1-11-44, Akasaka Minato-ku, Tokyo 107-8672, Japan ' Graduate School of Business Sciences, University of Tsukuba, 3-29-1, Otsuka, Bunkyo-ku, Tokyo 112-0012, Japan

Abstract: On a business to business (B2B) manufacturer website, web registration form is used to grant users access for web services. In this study, we have tried to identify quantitative difference in user registrations and factors for the difference using web analytics. We have observed and analysed web form in context and in its content perspectives. The analysis in context includes change in registration procedure and number of steps. Also, the analysis in web form content covers difference in questions being asked on the web forms. We have compared numbers of web user registration in pre- and post-web form modification periods. Then, we confirmed that change in context and content of web registration form increased rate of B2B user registration as a result.

Keywords: web analytics; B2B; business to business; web forms; conversion; user registration; web registration; manufacturing industry; manufacturer websites; web services.

DOI: 10.1504/IJISTA.2015.074337

International Journal of Intelligent Systems Technologies and Applications, 2015 Vol.14 No.3/4, pp.205 - 220

Received: 31 Mar 2015
Accepted: 22 Oct 2015

Published online: 22 Jan 2016 *

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