Conversion optimization : case company Marport Oy
Vuoksenturja, Jesse (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022061517991
https://urn.fi/URN:NBN:fi:amk-2022061517991
Tiivistelmä
The rapid development of technology and the recent global pandemic Covid-19 has forced businesses to rethink their business operations. To thrive in modern day retail world, many companies are required to do their sales through online. Since it is somewhat required and easy to establish online shop, many businesses lack the required knowledge regarding the concept of conversion optimization.
The purpose of this thesis is to study what are the possible conversion methods for the case company to improve their conversion rate. The thesis consists of two parts: The theoretical review and empirical part. The theoretical review introduces the reader to concept of conversion, what they are, what is conversion rate and how they are measured and other general information about conversions. The theoretical review part also includes online consumer buying behavior part since conversions and consumers online buying behavior have relation.
The theoretical review consists of second-hand data, archival studies and from the knowledge of the author since he has been working as manager for the case company and it has required on-going.
The empirical data was gathered through interviews. Interviews were held with two different groups and each group consisted of 10 participants. The first group was consumers who were interested about the online shop’s products but finally abandoned their checkout. The second group consisted of consumers who successfully reached the checkout. The interviews consisted of 5 themes which were all the same until the last theme. The data provided from the interviews were used to identify problem areas and create development ideas.
The purpose of this thesis is to study what are the possible conversion methods for the case company to improve their conversion rate. The thesis consists of two parts: The theoretical review and empirical part. The theoretical review introduces the reader to concept of conversion, what they are, what is conversion rate and how they are measured and other general information about conversions. The theoretical review part also includes online consumer buying behavior part since conversions and consumers online buying behavior have relation.
The theoretical review consists of second-hand data, archival studies and from the knowledge of the author since he has been working as manager for the case company and it has required on-going.
The empirical data was gathered through interviews. Interviews were held with two different groups and each group consisted of 10 participants. The first group was consumers who were interested about the online shop’s products but finally abandoned their checkout. The second group consisted of consumers who successfully reached the checkout. The interviews consisted of 5 themes which were all the same until the last theme. The data provided from the interviews were used to identify problem areas and create development ideas.