This dissertation was written as a part of the MSc in
e
-
Business, Innovation & Entrepreneurship
of
the
International Hellenic University
, and was conducted in cooperation
with
iTrust.gr
, which is an
Internet marketing agency offering holistic digital solutions
,
based
in Thessaloniki
.
The thesis
has
dealt with
the subject of “
A novel digital marketing approach for the Conversion Rate Optimization for e
-
Commerce in the fashion and
beauty sectors
”.
The aim of this thesis
is to
develop a guideline of best practices on
some
key factors that
affect Conversion Rate Optimization and touch upon Online User Behavior
. The dissertation firstly approaches some key metrics that are used in terms
of
measuring the usability of
an e
-
shop, and the techniques and methods that are being used in order to implement conversion goals of e
-
commerce companies. At the same
time, some best practices that are being used by leaders in the market are also hereby examined
.
The empirical part of the thesis was
conducted
with a questionnaire
-
based survey, that
had as a goal to define the e
-
shops’ users opinion and point of view towards some key
factors and elements of the e
-
shops, that affect
its
performance on key conversion metrics
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