Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Digital Marketing for Conversion Rate Optimization: Prioritizing Efforts for SMEs with Consideration to Information Overload
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Digital marketing involves several channels that represent important touchpoints across the customer journey which SMEs must prioritize and invest in effectively. However, SMEs can struggle with limited resources of time, budget and knowledge which makes successful implementation of digital marketing and conversion rate optimization difficult. The challenges are even more severe when adding information overload to the context and how this affects consumers behavior along the increasingly complex nature of the customer journey. Thereby, the purpose of this study is to explore what Swedish SMEs should prioritize when it comes to digital marketing touchpoints to increase conversions, especially emphasizing how consumers’ behaviors may be affected by information overload across the customer journey. This was carried out by using a qualitative approach with an exploratory nature and by conducting in-depth interviews with consumers and experts in the digital marketing field. The main findings of this study suggest that online advertising, SEO, social media, web pages and customer reviews are of highest priority for SMEs to increase conversions. Further, information overload has a significant role in the customer journey in terms of large quantities of information, wrong characteristics, information disorganization, complex task and process parameters and lacking quality of content. Lastly, information overload is also shown as a conflict between marketers and consumers.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Digital Marketing, Conversion Rate Optimization, Customer Journey, Information Overload
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:ltu:diva-74671OAI: oai:DiVA.org:ltu-74671DiVA, id: diva2:1326267
Educational program
Business and Economics, master's level
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-17 Last updated: 2019-06-20Bibliographically approved

Open Access in DiVA

fulltext(1940 kB)128 downloads
File information
File name FULLTEXT01.pdfFile size 1940 kBChecksum SHA-512
f13960ab1235f72c0ffd985c7aea6397312d4ab084088d9f6825b4d02d625f2b2ac9357ac97e4913e5ab25a4f51954e5ccf65df4e8b21d7f709a29477f12fad7
Type fulltextMimetype application/pdf

By organisation
Department of Business Administration, Technology and Social Sciences
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 128 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 75 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf