Developing a conversion rate optimization framework for digital retailers—case study

Robert Zimmermann () and Andreas Auinger
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Robert Zimmermann: University of Applied Sciences Upper Austria
Andreas Auinger: University of Applied Sciences Upper Austria

Journal of Marketing Analytics, 2023, vol. 11, issue 2, No 9, 233-243

Abstract: Abstract To stay competitive against e-commerce, many retailers started to adopt a digital retail strategy, leveraging a myriad of online and offline touchpoints to increase their customer experience and, as a result, their sales. However, currently, no guidelines exist on how digital retailers can identify, evaluate, and influence sales impacting touchpoints along the customer journey. Hence, this study derives key elements of a conversion rate optimization framework, which can be used to increase sales of a digital retailer. Additionally, the derived framework is tested with the Austrian subsidiary of an international sports appeal and equipment retailer giving insights into its practical applicability. Results indicate that the developed framework can indeed be used to identify sales influencing touchpoints, which can be altered by specific marketing actions to increase sales of a digital retailer.

Keywords: Digital retail; Framework; Conversion rate optimization; Case study (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41270-022-00161-y

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