Boost Conversion Rate: A Reference Framework to Manage Digital Channels

Abstract

Technological advancements have transformed business practices, especially in e-commerce, where increased competitiveness demands effective strategies to convert visitors into buyers. This raises the question: What can be done to boost digital conversion rates? The study aims to identify, categorise, and analyse the tactics used by digital marketing professionals to optimise conversions in online channels, bridging academic literature and market practice. A predominantly qualitative methodology was employed, using thematic content analysis to examine insights from 50 publicly available blog posts and web articles authored by digital marketing professionals. The study identified 585 specific tactics, organised into 41 categories and seven key themes: content, contact points, testing, user experience (UX), digital marketing strategies, research, and the buying process. These findings advance theoretical understanding of Conversion Rate Optimisation (CRO) by proposing a multidimensional framework that integrates strategic themes, paving the way for future research and empirical validation. From a managerial point of view, this study offers digital marketers a flexible set of context-sensitive tactics, promoting continuous testing and optimisation in digital strategies.