Business to Business Buying Behaviour to Help Increase Conversion Rate. Case: DataPartner Oy
Nwankou, Sanche Gael (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052614086
https://urn.fi/URN:NBN:fi:amk-2020052614086
Tiivistelmä
This thesis is about DataPartner which is a software provider for capital budgeting, financial modelling, and valuation through their software invest for Excel. DataPartner has some online visitors who visit their website, download the trial version of the software but end up not buying nor respond to follow-ups. So, the main aim of this thesis is to try to investigate what could be the problem that this group of customers is facing.
In going about this thesis, I was supposed to do an in-depth qualitative research with DataPartner’s online visitors which they gave me but due to the current pandemic all these organizations were closed so reaching someone within the organization to do an interview was almost impossible. Fortunately, I managed to get in contact with few of them but due to language barrier, I could not conduct my interview except for one so other organizations from the same target group that is Tech companies based in the UK have been considered in this thesis so the result of this thesis is not based entirely on DataPartner’s online visitors.
To have a better understanding of this group of customers, an in-depth interview as well as a survey has been used to gather customer understanding. The interview and survey try to seek answers to concepts like business to business buying behaviour, factors influencing business to business buying, business to business buying participants. I hope the results from both the survey and interview can help DataPartner increase their conversion rate.
In going about this thesis, I was supposed to do an in-depth qualitative research with DataPartner’s online visitors which they gave me but due to the current pandemic all these organizations were closed so reaching someone within the organization to do an interview was almost impossible. Fortunately, I managed to get in contact with few of them but due to language barrier, I could not conduct my interview except for one so other organizations from the same target group that is Tech companies based in the UK have been considered in this thesis so the result of this thesis is not based entirely on DataPartner’s online visitors.
To have a better understanding of this group of customers, an in-depth interview as well as a survey has been used to gather customer understanding. The interview and survey try to seek answers to concepts like business to business buying behaviour, factors influencing business to business buying, business to business buying participants. I hope the results from both the survey and interview can help DataPartner increase their conversion rate.