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- Title
Redefining Mobile Marketing through Conversion Rate Optimisation: The untapped potential of user experience optimization of mobile interfaces on digital marketing.
- Authors
Srivastava, Reetika Swaroop; Manohar, Arjun
- Abstract
The paper attempts to explore the need to optimize the web interface on the mobile platform. There has been previous research on the need for optimizing the websites to be user-friendly, however, there has not been adequate research on the need for optimization on mobile devices. With attention spans narrowing it is important that websites are able to convey their value in few seconds else the user will bounce off to another website that represents information better. The problem goes deeper, most of the businesses do not even have a mobile-optimized website. This paper discusses the strategies required to drive higher conversions for businesses by optimizing the user experience on mobile devices. These strategies seek both quantitative and qualitative modes of inquiry. The study also visualizes how theories such as Cialdini's persuasion principles and MECLABS conversion heuristics coupled with quantitative cognizance will help businesses enhance customer's journey on a website. Lastly, CRO is the final step in a comprehensive digital marketing strategy. With the world increasingly going mobile, it's imperative that we keep the user interface and user experience in mind while developing digital assets. Thus, CRO is a platform and device-agnostic solution designed to solve this problem.
- Subjects
USER experience; USER interfaces; MOBILE operating systems; ATTENTION span; CUSTOMER experience; INTERNET marketing; LOCATION marketing
- Publication
3D: IBA Journal of Management & Leadership, 2020, Vol 12, Issue 1, p19
- ISSN
2230-7524
- Publication type
Article