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The E-Commerce Website and Mobile App

In: Digital Marketing

Author

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

The chapter delves into the critical elements of e-commerce websites and mobile apps, with a primary focus on optimizing landing pages to enhance user interaction and conversion rates. It emphasizes the importance of a compelling landing page as the entry point to the website, detailing various types such as homepages, splash pages, and squeeze pages. The chapter covers key strategies for landing page optimization, including the use of the F-layout, addressing banner blindness, and employing A/B and multivariate testing to improve engagement. It highlights the entire e-commerce process, from the landing page to the post-purchase phase, ensuring a seamless customer journey. Bounce rates, their implications, and strategies to mitigate high bounce rates are also discussed. The chapter further explores the necessity of mobile optimization, given the increasing use of mobile devices for shopping. Key takeaways for managers include the importance of continuous optimization, strategic SEO, effective use of customer feedback, and ensuring a secure and intuitive checkout process to enhance overall customer satisfaction and loyalty.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "The E-Commerce Website and Mobile App," Springer Texts in Business and Economics, in: Digital Marketing, chapter 10, pages 117-128, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_10
    DOI: 10.1007/978-3-031-69518-6_10
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