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A practical approach for optimizing the conversion rate of a landing page's visitors

Author

Listed:
  • Hanane Meslem

    (Université de Bejaia, Bejaia, Algeria)

  • Ayoub Abbaci

    (National Polytechnic School of Algiers, El Harrach, Algeria)

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.

Suggested Citation

  • Hanane Meslem & Ayoub Abbaci, 2022. "A practical approach for optimizing the conversion rate of a landing page's visitors," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 17(4), pages 40-53.
    • Handle: RePEc:cub:journm:v:17:y:2022:i:4:p:40-53
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    More about this item

    Keywords

    landing page; conversion; web advertising; visitors;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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