Conversion Rate Optimization in e-Business: Trust, Design, and Personalization Implications for Landing-Page Design

Christos Ziakis (), Aristeidis Papadopoulos, Ioannis Antoniadis and Vaggelis Saprikis
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Christos Ziakis: University of Macedonia
Aristeidis Papadopoulos: University of Western Macedonia
Ioannis Antoniadis: University of Western Macedonia
Vaggelis Saprikis: University of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 339-347 from Springer

Abstract: Abstract In a digital environment where a competitor is just one click away, even a small improvement in conversion rates may result in significant gains. This study looks into how five core dimensions of landing-page design, Performance (loading speed and functionality), Trust (security certifications, guarantees, and customer reviews), Content (images, text, and video), Design (layout, color, and visual appeal), and Personalization (live chat, AI-based recommendations), shape landing-page visitors’ conversion decisions across different age cohorts. Results from a structured questionnaire completed by 184 participants revealed trust and reliability as the cornerstone of effective landing pages. At the top of the list of the most important landing-page characteristics are user reviews and ratings, guarantees/refund policies, and detailed product descriptions. Personalization elements, occupied the lower end of the scale, revealing that while these immersive and tailored features can add value for certain age cohorts, they are not universally prioritized. The analysis showed that respondents aged 35–44 rated Personalization significantly higher than both younger and older groups. These observations suggest that e-commerce managers, User Experience (UX) designers, and digital-marketing teams should first secure trust signals and well-designed pages for all demographics, then layer in personalization selectively to engage cohorts that value it most. This work advances Conversion Rate Optimization (CRO) literature by integrating demographic segmentation and points to future research on longitudinal shifts, cultural contexts, and the impact of emerging interactive technologies.

Keywords: Conversion rate optimization; e-Business; Landing-page design (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-12968-0_37

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