Template-Type: ReDIF-Article 1.0
Author-Name: Hanane Meslem
Author-Name-First: Hanane
Author-Name-Last: Meslem
Author-Email: hanane.meslem@univ-bejaia.dz
Author-Workplace-Name: Université de Bejaia, Bejaia, Algeria
Author-Name: Ayoub Abbaci
Author-Name-First: Ayoub
Author-Name-Last: Abbaci
Author-Email: ayoub.abbaci@g.enp.edu.dz
Author-Workplace-Name: National Polytechnic School of Algiers, El Harrach, Algeria
Title: A practical approach for optimizing the conversion rate of a landing page's visitors
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.
Classification-JEL: M31, M37
Keywords: landing page, conversion, web advertising, visitors
Journal: Marketing Science & Inspirations
Pages: 40-53
Volume: 17
Issue: 4
Year: 2022
File-URL: https://msijournal.com/practical-approach-optimizing-conversion-rate/
Handle: RePEc:cub:journm:v:17:y:2022:i:4:p:40-53