A practical approach for optimizing the conversion rate of a landing page's visitors

Hanane Meslem () and Ayoub Abbaci ()
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Hanane Meslem: Université de Bejaia, Bejaia, Algeria
Ayoub Abbaci: National Polytechnic School of Algiers, El Harrach, Algeria

Marketing Science & Inspirations, 2022, vol. 17, issue 4, 40-53

Abstract: Conversion rate optimization on a landing page is due to several factors, including design. This research attempted to measure the importance of certain components leading to the desired action to determine the key points to respect in the conception of a landing page that appears after clicking on a call-to-action button. We adopted both a quantitative and qualitative approach. The survey generated 221 respondents of which 216 had already visited a landing page after having a click. The aim was to measure the correlations between the components on the one hand and to determine the conversion rate on the other. The qualitative study was based on 50 people interviewed in front of a real landing page. It enabled us to define the components on which the visitors are most interested in conversion and to derive some guidelines.

Keywords: landing page; conversion; web advertising; visitors (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:17:y:2022:i:4:p:40-53

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