Get the most out of web traffic: Tactics and strategies to increase on-site conversion

Pedram Farsaii

Journal of Digital & Social Media Marketing, 2016, vol. 3, issue 4, 304-313

Abstract: Conversion rate optimisation is crucial for today’s digital marketer. With a plethora of efforts dedicated to driving new traffic to a website, marketers can take better advantage of data to convert these users in a rapidly evolving digital landscape. This paper examines how: (1) using remarketing dollars spent across targeted segments is more cost-effective than spending budget equally across the traditional conversion funnel; (2) every door into a website illuminates important conversion insights of acquisition channel strength, user experience and visitor drop-off; and (3) testing tactics such as page overlays can drive more conversions.

Keywords: conversion rate optimisation (CRO); web optimisation; A/B testing; analytics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2016:v:3:i:4:p:304-313

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