Supporting Business Growth Online with Conversion Optimization
Villanen, Joonas (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060716003
https://urn.fi/URN:NBN:fi:amk-2022060716003
Tiivistelmä
The objective of the research is to demonstrate how overarching conversion rate optimization thinking can support the growth of business online. The research, by following the principles of action research, inserts itself into a cyclical development project, which takes the case company’s landing page from good to great.
The scope of this research focuses on providing businesses with the required understanding of how conversion rate optimization affects businesses' pursuits online. This understanding creates a mindset that helps companies, and the people within, to build more profitable settings without adding expensive resources such as salespeople. This research intends to give a set of concrete tools which form a solid foundation for successful conversion rate optimization efforts across marketing channels.
It is, however, not purposeful to dive into broader details that exist in the field of marketing in general, thus, most marketing theories are not included in this research. The research assumes that the reader already possesses basic marketing skills to understand where this research fits, and where it doesn't.
Furthermore, as conversion optimization is not well known amongst marketing peers, the research must dive deep into the human mind and explore what makes us, humans, tick – What connects marketing messages with the receiver's emotions. To activate the emotional side of the brain to achieve influence, the research explores language and syntax, behavioral science, communication accommodation, and visual communication. The research also familiarizes itself with customer personas and the role they keep in the path to highly converting landing pages.
Finally, before leading the reader through logical and highly structured processes of conversion optimization, the research explains the ideology, as well as the mechanics of conversion optimization. The research answers the question: How can marketers motivate visitors to act upon request by using incentives, clarity, urgency, and the laws of physics?
The reason for this research lies within the behavioral change in online activity that drives customers towards autonomy and power. While salespeople and marketers seek to connect audiences with meaningless messages, customers are too educated and networked to fall for the old tactics. A new dawn, a paradigm shift, is upon the businesses who want to compete in the modern social internet.
The scope of this research focuses on providing businesses with the required understanding of how conversion rate optimization affects businesses' pursuits online. This understanding creates a mindset that helps companies, and the people within, to build more profitable settings without adding expensive resources such as salespeople. This research intends to give a set of concrete tools which form a solid foundation for successful conversion rate optimization efforts across marketing channels.
It is, however, not purposeful to dive into broader details that exist in the field of marketing in general, thus, most marketing theories are not included in this research. The research assumes that the reader already possesses basic marketing skills to understand where this research fits, and where it doesn't.
Furthermore, as conversion optimization is not well known amongst marketing peers, the research must dive deep into the human mind and explore what makes us, humans, tick – What connects marketing messages with the receiver's emotions. To activate the emotional side of the brain to achieve influence, the research explores language and syntax, behavioral science, communication accommodation, and visual communication. The research also familiarizes itself with customer personas and the role they keep in the path to highly converting landing pages.
Finally, before leading the reader through logical and highly structured processes of conversion optimization, the research explains the ideology, as well as the mechanics of conversion optimization. The research answers the question: How can marketers motivate visitors to act upon request by using incentives, clarity, urgency, and the laws of physics?
The reason for this research lies within the behavioral change in online activity that drives customers towards autonomy and power. While salespeople and marketers seek to connect audiences with meaningless messages, customers are too educated and networked to fall for the old tactics. A new dawn, a paradigm shift, is upon the businesses who want to compete in the modern social internet.