Conversion Rate Optimization as Part of the e-Commerce Marketing Mix

Abstract

The aim of this study is to explore the correlation established between the processes that derive from conversion rate optimization methodologies and the traditional marketing mix. As the technological novelties emerge and bring to light more and more advanced instruments for digital users, the tradiotional customer evolves and becomes harder to convince to buy, therefore all e-commerce companies face an intense battle for customer attention and loyalty. Conversion rate optimization, further on abreviated as CRO, beocomes the mechanism that puts together all the traditional marketing mix components and reinforces their impact, as CRO is directed towards transforming more visitors into customers. In this article we’ll focus on examining how CRO integrates within the current digital marketing mix and what makes it the perfect sinergetical element that bridges the gap beteeen the attention acquisition and the real revenue generation. This article explains how CRO addresses the core disparity in most marketing approaches, which prioritize top-of-funnel actions while overlooking the critical conversion stage when revenue is generated. This study shows how even small changes on a website or page can have a significant impact on the number of people buying a product, prooving CRO as one of the digital marketing efforts with the highest return on investment. The methodology used in this article includes the analysis of data and study cases used by global companies in their CRO activities. The materials on which this study is based include recent online publications and data from the official websites of the examined CRO researchers and companies. CZU: 339.138:[339.16:004.738.5]; JEL: M310, L810