Penerapan Pola Layer-Cake pada Tata Letak Antarmuka Pengguna Situs Berita Sepakbola
DOI:
https://doi.org/10.33633/tc.v22i4.8636Keywords:
User Interface Layout, Bounce Rate, Optimization, A/B Testing, Statistical Calculations, Layer-Cake Pattern, Click Conversion Rate, Layout Formula.Abstract
Dalam pengambilan keputusan, pihak pengelola situs web perlu memperhatikan bagaimana pelanggan menggunkan layanan dari situsnya. Situs "SWED sepakbola" memiliki total kunjungan 11,69 juta pengunjung. Rata-rata lama waktu kunjung adalah 1 menit 21 detik, dengan 1,54 jumlah halaman per pengunjung. Dengan jumlah bounce rate mencapai 79,17% dapat dikatakan banyaknya pengunjung pada landpage tidak memiliki jumlah interaksi yang banyak. Hal ini mengindikasikan pelanggan merasa tidak tertarik. Penelitian ini mencoba mengoptimalisasikan performa tata letak antarmuka pengguna untuk menarik interkasi pembaca dengan menekan rasio bounce menggunakan pendekatan desain layer-cake, grid dan penggunaan kolom. Perbandingan desain lama dan hasil redesain dilakukan menggunakan pengujian A/B dan perhitungan inferensial statistik. Hasilnya redesain yang dilakukan berhasil meningkatkan konversi klik, dari varian awal (varian control) ke varian yang baru (varian treatment) sebesar 40%. Konversi klik sebanyak 14 hingga 63 klik dengan pengunjung sebanyak 4 sampai 18 pengunjung dalam 4 grup yang berbeda, selama 4 kali pengujian dan pengujian tersebut, untuk menemukan nilai yang optimal hingga hasil akhir yang signifikan pada kategori “baik” dengan nilai CR “diatas rata-rata” sehingga dapat menemukan formula tata letak lebih lanjut (optimal) dari varian tata letak SWED sepakbola..References
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