Experimental Study on the Effectiveness of Nudging Strategies in Webpage Design for Emerging Fintech Startups

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This thesis endeavours to address the multifaceted challenges encountered by emerging fintech startups at various stages of their development journey, with a specific focus on elevating the design of their landing pages to effectively bridge the gap in adoption curve dynamics. At the heart of this specific objective lies the concept of "nudging," a subtle and non-intrusive approach for influencing decision-making within the framework of a given choice architecture, steering individuals toward more favourable choices while upholding their individual autonomy. This thesis is structured around two core objectives: 1) In-depth Analysis of Emerging Fintech Strategies; The first objective involves conducting a comprehensive analysis of the strategies adopted by emerging fintech startups. This analysis will be conducted through a meticulous review of existing literature following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) method. In addition to this, real-world fintech startups will be scrutinised through market research and website evaluations, providing valuable insights into their approaches and challenges. 2) Experimental Study on Nudging Techniques; The second objective entails the formulation and execution of an experimental study designed to assess the effectiveness of three distinct nudging techniques. These techniques will be selected based on their relevance and applicability to fintech landing pages. The chosen nudging strategies will then be rigorously implemented and tested within the context of a startup's webpage. The ensuing experiment will yield valuable data, which will be analysed and discussed to draw meaningful conclusions about the efficacy of these techniques in influencing user behaviour. The final part of this thesis will involve a comprehensive synthesis of findings, followed by a thorough examination of the study's limitations and opportunities for future research. By combining an exploration of real-world fintech strategies with a robust experimental approach, this thesis aspires to offer tangible insights and practical recommendations that can help emerging fintech startups enhance their landing page design and navigate the challenging terrain of market adoption.