Tverdokhlebova M.D., Nikishkin V.V., Zinoveva T.M.Published in:
Creative Economy
– Volume 12, Number 1 (January 2018)

JEL classification: L86, M30, M31

Keywords: development of electronic resource, electronic resource, ergonomics, eye-tracking, heuristic analysis, logging, marketing, prototyping, sales funnel, split testing, Usability, usability testing


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Abstract:

The article considers principles and methods of working with usability of electronic resources in the aspect of company’s marketing activities. We consider the impact of usability on the user's perception of electronic resources; we offer an overview of the main usability assessment parameters. We draw a parallel to classic marketing process for developing a new product. We study in detail the most effective methods for assessing usability; we give recommendations on the use of these methods for different stages of resource development and recommendations on the application of specific marketing metrics to assess the resulting effect of usability.

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