Gamified educational website conversion optimization

Abstract

In this paper, we proposed novel approach to e-learning website conversion optimization using gamification. Analysis of current website analytics has identified several gaps between expected and present state. We used traditional three-stage conversion optimization process to first set up new conversion goals, next to track realization, and further to perform optimization using gamified landing pages. Our expectations are focused on content download and student engagement optimization. Though our research focus was on education, findings from this paper may be applicable to other fields.