Impact of digital nudges on users of sofware-as-a-services
DOI:
https://doi.org/10.15170/MM.2023.57.KSZ.01.05Keywords:
digital nudge, online decision-making, conversion rate, software as a services, web analytics dataAbstract
THE AIMS OF THE PAPER
The aim of this research is to explore how and to what extent online users perceive digital nudges and how they affect their subscriptions. A further aim of the research is to study the relationship between the company using digital nudges and the website users.
METHODOLOGY
The convertibility of digital nudges and their impact on exit rates was investigated through a secondary analysis of web analytics data using an example of an integrated web analytics software. A group interview was conducted with users of the software with different nudges perception and impact. Through the interviews, the research provides a deeper insight into the extent to which users are aware of the use of each type of nudge, as well as how disturbing the use of each type of nudge is to them.
MOST IMPORTANT RESULTS
The results show that users of the software as a services are positively affected by non-manipulative nudges, but the analysis of perceptions of different digital nudges showed large variations. The results suggest that the use of digital nudges significantly increases conversion without reducing exit rates. The study found that nudges based on loss aversion bias resulted in the highest conversion, but also elicited the most negative responses.
RECOMMENDATIONS
Although there has been research on nudges in many disciplines, digital nudge research is still in its infancy. Beyond the subject and methodology, the study of the software as a service is an actuality, as it is a rapidly developing sector that has a preference for digital nudges.
The study makes suggestions for the optimal use of digital nudges. It uses a methodology that can be easily applied in practice, the analysis of web analytics data, to guide practitioners in their analysis of nudges.
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