title: Ð¡Ð¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÐµÐ±-ÑÐ°Ð¹ÑÐ° Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð¹-ÑÑÐµÐºÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÐ·Ð°Ð±Ð¸Ð»Ð¸ÑÐ¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Website improvement based on eye-tracking research and usability audit
Creators: name: ÐÐ»ÐµÐºÐ½ÐµÑ, ÐÐ¸ÐºÐ¾Ð»Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð½ÐµÐ¹ÑÐ¾Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð²ÐµÐ±-ÑÐ°Ð¹Ñ
Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ðµ
Ð°Ð¹-ÑÑÐµÐºÐ¸Ð½Ð³
ÑÐ·Ð°Ð±Ð¸Ð»Ð¸ÑÐ¸
neuromarketing
research
website
perception
eye-tracking
usability

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description: The aim of the graduate qualification work is to develop recommendations for improving the website of the English language school HOP&amp;SCOTCH LLC based on neuromarketing research and usability audit. The work has been carried out on the materials of scientific and popular scientific works of domestic and foreign scientists in the theory and methodology of neuromarketing, experimental developments of practitioners in the field of eye- tracking, training manuals, articles, and electronic resources, as well as materials about the activities of HOP&amp;SCOTCH LLC. Research methods used: analysis and synthesis of information, systematization, analogies and presentation of conclusions, eye-tracking experiment, survey, data collection, statistical analysis. The main results of the graduate qualification work: - theoretical aspects of neuromarketing application were studied; - the analysis of financial and marketing activity of HOP&amp;SCOTCH LLC was carried out, the problem was revealed and the ways to solve it were proposed; - the potential of the online English language learning market was revealed through the analysis of its volume and dynamics; - a usability audit of the website was carried out, weaknesses were identified and recommendations for their elimination were developed; - an eye-tracking study of consumers perception of the home page of the website was carried out, and recommendations were proposed and implemented. - the effectiveness of the measures taken was evaluated. The areas of the graduate qualification work results application: the results of the study can be used in the activities of the company, as well as in the design of commercial websites in general. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined.