Developing a conversion rate optimization framework for digital retailers—case study

Abstract To stay competitive against e-commerce, many retailers started to adopt a digital retail strategy, leveraging myriad of online and offline touchpoints increase their customer experience and, as result, sales. However, currently, no guidelines exist on how can identify, evaluate, influence sales impacting along the journey. Hence, this study derives key elements conversion rate optimization framework, which be used retailer. Additionally, derived framework is tested with Austrian subsidiary an international sports appeal equipment retailer giving insights into its practical applicability. Results indicate that developed indeed identify influencing touchpoints, altered by specific marketing actions