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Get the most out of web traffic: Tactics and strategies to increase on-site conversion

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  • Farsaii, Pedram

Abstract

Conversion rate optimisation is crucial for today’s digital marketer. With a plethora of efforts dedicated to driving new traffic to a website, marketers can take better advantage of data to convert these users in a rapidly evolving digital landscape. This paper examines how: (1) using remarketing dollars spent across targeted segments is more cost-effective than spending budget equally across the traditional conversion funnel; (2) every door into a website illuminates important conversion insights of acquisition channel strength, user experience and visitor drop-off; and (3) testing tactics such as page overlays can drive more conversions.

Suggested Citation

  • Farsaii, Pedram, 2016. "Get the most out of web traffic: Tactics and strategies to increase on-site conversion," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(4), pages 304-313, February.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:3:i:4:p:304-313
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    More about this item

    Keywords

    conversion rate optimisation (CRO); web optimisation; A/B testing; analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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