Engagement, Search Goals and Conversion - The Different M-Commerce Path to Conversion

While the use of smartphones is increasing, conversion rates for mobile platforms are still significantly lower than those for traditional e-commerce channels, suggesting that these platforms are characterized by distinct consumption patterns. In this research, using detailed event log-files of an online jewelry retailer, we analyze user engagement and navigation behaviors on both platforms, model search goals and their effect on purchase decisions, and develop a conversion prediction model. Our initial results show that user engagement is significantly higher in PC sessions compared to mobile sessions, although mobile sessions reflect a higher level of user engagement than PC sessions. These results indicate that m-commerce involves more than ensuring mobile-compatibility of websites, and that mobile consumers follow a distinct path to purchase involving distinct search and browsing behaviors. Therefore, analysis of the different types of consumption behaviors is necessary to understand the factors that lead to conversion on mobile e-commerce platforms

GENERATING CONSUMER INSIGHTS FROM BIG DATA CLICKSTREAM INFORMATION AND THE LINK WITH TRANSACTION-RELATED SHOPPING BEHAVIOR

E-Commerce firms collect enormous amounts of information in their databases. Yet, only a fraction is used to improve business processes and decision-making, while many useful sources often remain underexplored. Therefore, we propose a new and interdisciplinary method to identify goals of consumers and develop an online shopping typology. We use k-means clustering and non-parametric analysis of variance tests to categorize search patterns as Buying, Searching, Browsing or Bouncing. Adding to purchase decision-making theory we propose that the use of off-site clickstream data—the sequence of consumers’ advertising channel clicks to a firm’s website—can significantly enhance the understand-ing of shopping motivation and transaction-related behavior, even before entering the website. To run our consumer data analytics we use a unique and extensive dataset from a large European apparel company with over 80 million clicks covering 11 online advertising channels. Our results show that consumers with higher goal-direction have significantly higher purchase propensities, and against our expectations - consumers with higher levels of shopping involvement show higher return rates. Our conceptual approach and insights contribute to theory and practice alike such that it may help to improve real-time decision-making in marketing analytics to substantially enhance the customer experience online

Impact of website navigation on user experience

Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe online interactions between consumers and brands determined the need for companies to have a solid infrastructure to support their users. Furthermore, it is crucial to have a good web navigation system to guarantee that consumers can find, access, and use the information that is displayed within it. But, for customers to be able to navigate successfully, companies must consider the website interface as well. The happy marriage of website architecture and interface creates a cohesive user experience. The present study aims to investigate the effect that website navigation on an e-commerce website. Specifically, in how it can impact Key Performance Indicators such as Conversion Rate, Product Wall View Rate, and Percentage to Product Details Page. The company's subject of study is Company X, specifically Company X’s website. Furthermore, we developed a new main navigation and left-hand navigation design with the aim of improving the User Interface and Experience. We also were able to improve the consumers capacity to accomplish tasks more effectively. eThe model conducted a mixed method approach

How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns? Measuring the performance of MEO’s digital marketing display campaigns

Field lab: Business projectThis thesis report follows a Work Project (WP) developed at the leading Portuguese telco (MEO) on the topic of performance measurement of digital marketing (DM) display campaigns. The WP ought to solve issues such as lack of coordination, internal misinformation, data fragmentation and lack of return-centricity of MEO’s digital campaigns’ department. In the end, with a key focus on the use of Web Analytics, a concrete process for campaign ROI calculation was developed, as it was an identified gap, along with several complementary recommendations aiming at the optimization of the firm’s digital performance measurement capabilities

The impact of Web Analytics in Web Development Process

Web Development and the way it’s been applied nowadays has been remarkably affected by the trend of harnessing user’s output through the implementation of Web Analytics. Under-standing the degree in which the process of web development is driven by data demands a detailed examination on topics within the area of Web Analytics and its correlations with Web Development. Accordingly, the strategically implementation of user derived, refined and ana-lyzed data is reflecting the actual incentives and goals business related with the website. Nev-ertheless, the concept of detecting the roles of individuals involved in these processes and investigating their actual roles and contribution, reflects a matter of great importance for un-veiling the actual status quo of web development processes. Therefore, a descriptive analysis of the stakeholders’ involvement who are shaping and driving the development process is em-inent. Describing the mentality and the cooperation established in the relationships of the vari-ous stakeholders combined with the competences provided from Analytic tools is providing a valuable knowledge on the phenomenon of enquiry. In this master thesis, the contemporary process of Web Development is deconstructed and through the examination of Web Analytics and the different roles of individuals involved within it. Additionally, a framework model refined from this research endeavors, that depict the stakeholders’ correlation with the pro-cesses that web development follows, is disclosed

Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis project thesis aims to examine the impact of digital marketing on slow fashion brands through the implementation of e-commerce. Slow fashion brands have gained significant attention recently due to their commitment to sustainable and ethical production practices. However, their success in the digital age largely depends on their ability to utilize digital marketing tools to reach their target audience effectively. This thesis explores how implementing e-commerce can impact the overall digital marketing strategy of a specific slow fashion brand, Portuguesa. The research uses an approach of a quantitative analysis of data from slow fashion e-commerce websites and Google analytics. The findings show that e-commerce implementation can significantly improve a slow fashion brand's digital marketing performance, particularly regarding online visibility, customer engagement, and conversion rates. The results highlight the importance of aligning digital marketing efforts with e-commerce implementation for the success of slow fashion brands in the digital age. The study also points out that e-commerce implementation supports slow fashion brands' sustainable and ethical values. Overall, the thesis contributes to understanding how digital marketing and e-commerce can be used to promote sustainable fashion and support the growth of a recent slow fashion brand, Portuguesa

Communication plan for Samsys’ Services: Vencsys & Zapzys

The goal of this project, which is to create a communication strategy for Samsys' services, is to create a communication plan for this technology company. To begin, the theoretical foundations for the concepts of "digital marketing," "content marketing," and "social networks" are provided. The communication plan that was produced for the firm in question is then presented in this project. There were certain constraints to this project due to the absence of papers provided by the firm, such as the marketing plan, as well as the lack of essential information offered by Samsys

A User-Centered Approach to Landing Page Optimization in a Software-as-a-Service Business

There are two essential steps in the digital marketing process: acquisition and conversion. Acquisition describes the efforts of getting a potential buyer to visit a business's website. Conversion is concerned with convincing that prospect, who has arrived on a website, to take a desired action, thus to convert. The process of improving conversions is called conversion rate optimization (CRO). While marketers increasingly understand the importance of optimizing their website for conversion, often CRO is only done in a quantitative way, relying on web metrics and visitor behavior. This limited approach does not consider the reasons behind visitors' behavior, their underlying needs and way of thinking when evaluating products and services online. Yet, those reasons are crucial to understand when optimizing for conversion. The objective of this study is to investigate how methods from user-centered design can aid in uncovering the needs and thought process of website visitors evaluating a Software-as-a-Service solution online. Additionally, the visitor's overall buying process is studied. The study is conducted as semi-structured interviews and retrospective testing with six recent website visitors interested in the SaaS service. Thematic analysis and customer journey mapping are used to analyze the interview data. The results indicate that visitor needs are mostly connected to inquiring service-related information, such as performance or features, as well as the pricing range. Additionally, aspects such as ease of getting started, service flexibility and quality support had a strong influence. It was found that most of these aspects are typical for successful SaaS solutions. The overall decision making process of choosing a SaaS solution proved to be fairly unstructured. However, being present in the minds of potential customers before they feel the need to search for solutions actively seems to be crucial in order to be considered. In addition to that, the first impression of a business's online presence also largely impacts visitor trust and consideration. Regarding the final decision making, it is to be noted that technical visitors are strong influencers but the final provider selection is a collaborative effort. Concerning the page itself, visitor conversion is generally favored when presenting relevant content to visitors in relevant order, while leaving out irrelevant content

Modelling User Behaviour in Market Attribution: finding novel data features using machine learning

This paper presents an exploration of market attribution methods and the integration of user behaviour. Attribution is the measurement of interaction between marketing touchpoints and channels along the customer journey, improving customer insights and driving smarter business decisions. Improving the accuracy of attribution requires a deeper understanding of user behaviour, not just marketing channel credit assignment. Evidence has been provided regarding the problems in the standardized approach to behavioural modelling and alternatives have been presented. The study explores data provided by a British based jewellery company with an investigation into pre-existing data features that can aid with the analysis of user behaviour. The study contains over 10 million rows collected over 2 years and presents the initial findings made in the first 15 months of a PhD study