E - COMMERCE CONVERSION MANAGEMENT AND OPTIMIZATION PRINCIPLES

Authors

  • Mareks Briška Rezekne Academy of Technologies
  • Sandra Ežmale Rezekne Academy of Technologies

DOI:

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

Keywords:

conversion, e – commerce, management, optimization,

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.

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References

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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/

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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/

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Published

2021-04-23

Issue

Section

Information Technologies