E - COMMERCE CONVERSION MANAGEMENT AND OPTIMIZATION PRINCIPLES

Mareks Briška, Sandra Ežmale

Abstract


The conversion rate optimisation (CRO) essentially contains huge configuration capabilities, but it cannot be called a sophisticated marketing technique. Increased income, attracting new customers and reconnecting existing customers: these are just some of the benefits of an improved, efficient and constantly moving e-commerce site, so it is important to understand the conversion technique correctly before starting business on the Internet or performing optimization procedures. The objective of the research is to analyze the principles of e- commerce conversation management and optimisation. Two tasks have been set within the framework of the research: 1) to analyse the essence of e- commerce conversation optimisation; to describe conversion rate optimization steps.

Keywords


conversion; e – commerce; management; optimization;

Full Text:

PDF

References


Page Rich (2012). Website Optimization: An Hour a Day. Wiley & Sons, Indianapolis. Sk. internetā (09.04.2021) https://www.rich-page.com/wp-content/uploads/2012/04/website-optimization-hour-day-chapter1-promo.pdf

Davis Ben (October 11, 2017). "Research shows fewer marketers see CRO as 'crucial' in 2017, but is the discipline misunderstood?" Blog. Sk. internetā (10.04.2021) https://econsultancy.com/research-shows-fewer-marketers-see-cro-as-crucial-in-2017-but-is-the-discipline-misunderstood/

Marketing Angels. Digitālais mārketings. Blog. Sk. internetā (10.04.2021) https://www.marketingangels.lv/lv/pakalpojumi/digitalais-marketings/

Mezei Nicole. What is CRO? Blog. Sk. internetā (12.04.2021) https://www.optimonk.com/what-is-cro-ecommerce-conversion-rate-optimization-guide/

What is Conversion Rate Optimization? Article. Sk. internetā (14.04.2021) https://vwo.com/conversion-rate-optimization/#the-hypothesis-phase

Aimé Philippe (February 11, 2021). How To Do A/B Testing. Article. Sk. internetā (14.04.2021) https://www.convertize.com/how-to-do-ab-testing/




DOI: https://doi.org/10.17770/het2021.25.6776

Refbacks

  • There are currently no refbacks.