Educational Website Conversion Improvement Using Gamification

Abstract

In this paper, we propose a novel approach to e-learning website conversion optimization using gamification. Insight into contemporary trends of attracting, retaining and inviting website users into action, known as conversion, and the concept of applying game elements in non-game context have led us to utilize these concepts in e-learning. In our actual case, gamification has been applied on student conversion rate improvement. Analysis of current website analytics has identified several gaps between expected and present state. In order to improve conversion, website structure has been modified and several gamification concepts have been introduced. Course of computer networking and telecommunications, held on Faculty of organizational sciences was used for evaluation. During the duration of the course, web traffic was monitored. Also, at the end of the course, a survey targeting gamification impacts on learning motivation and outcomes was conducted. Experiment results show conversion improvement, as well as better student motivation and learning outcomes.