Retailer's Landing Page Usability Optimisation

This paper is written on 76 sheets of typewritten text and consists of an introduction, three chapters, conclusion, list of used literature, applications. Theoretical value of this paper lies in developing methodology, allowing to provide complex landing page usability optimization and detecting problems affecting user experience. Practical value of this paper lies in methodology approbation on the example of retail operator and improving user experience while interacting with the web-site. The relevance of the study topic is due to high growth rates of the e-commerce market, low degree of scrutiny topics in scientific community, and need in retailers’ landing page usability optimization. The introduction describes the relevance of the paper, includes short literature review and provides main purposes and objectives for the study. The first chapter of this paper is devoted to subject area and terminology review. The second chapter of this paper is aimed at developing a general methodology for usability audit, and also developing a mock-up retailer’s landing page. The third chapter of this paper is an approbation of developed methodology on “Kontinent”, LLC