Abstract:

This research explores the critical role of qualified digital content in enhancing user experience and increasing conversion rates. In the digital age, content quality is paramount in attracting and retaining users. However, the relationship between content quality, user experience, and conversion rates remains underexplored, in the context from business to business view. This study aims to bridge this gap by examining how high-quality digital content can improve user experience, leading to higher conversion rates. The methodology analyses the outcomes of the Digital Government Authority (DGA) in Saudi Arabia which implemented a project to enhance the digital content in their website. A qualitative approach was applied, using a statical paired T-test. Preliminary findings suggest a strong correlation between the quality of digital content, experience useability, credibility and usefulness, and conversion rates. This research recommends organizations, especially in the governmental sector, invest in creating and maintaining high-quality digital content as a strategic approach to enhance user experience and boost conversions.