 The E-Commerce Website and Mobile AppKlaus Solberg Söilen
Chapter 10 in Digital Marketing, 2024, pp 117-128 from Springer Abstract: Abstract The chapter delves into the critical elements of e-commerce websites and mobile apps, with a primary focus on optimizing landing pages to enhance user interaction and conversion rates. It emphasizes the importance of a compelling landing page as the entry point to the website, detailing various types such as homepages, splash pages, and squeeze pages. The chapter covers key strategies for landing page optimization, including the use of the F-layout, addressing banner blindness, and employing A/B and multivariate testing to improve engagement. It highlights the entire e-commerce process, from the landing page to the post-purchase phase, ensuring a seamless customer journey. Bounce rates, their implications, and strategies to mitigate high bounce rates are also discussed. The chapter further explores the necessity of mobile optimization, given the increasing use of mobile devices for shopping. Key takeaways for managers include the importance of continuous optimization, strategic SEO, effective use of customer feedback, and ensuring a secure and intuitive checkout process to enhance overall customer satisfaction and loyalty. Date: 2024 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-69518-6_10 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-69518-6_10 Access Statistics for this chapter More chapters in Springer Texts in Business and Economics from Springer |
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