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Optimizing Landing Page by Digital Nudging Model; Case Study: Hair Clinic

Matloubi, Mojtaba | 2021

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 53893 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Isaai, Mohammad Taghi; Najmi, Manouchehr
  7. Abstract:
  8. Living in a digital era, more and more of businesses are going online. Sudden outbreak of covid19 pandemic accelerated the expansion of e-commerce and pushed an increasing number of businesses to go online. One of the most important issues in a world of e-commerce, is how to measure the results and improve the outputs. Focusing on the digital marketing, the process is usually called “conversion rate optimization”. While there is an extensive literature on various methods of improvement and optimization, we aim to do so using the notion of digital nudging, which is rather a novel concept. Digital nudging is a model that, by incorporating nudge techniques and cognitive biases, tries to change the digital decision-making environment in such a way that leads to a higher probability of a pre-determined alternative being chosen by a user. Using this model and implementing it on a hair transplant website, different models of conversion rate improvement are compared and the results are analyzed using non-parametric statistical tests. Findings show that using digital nudging techniques based on social norms, leads to a 45% increase in conversion rate on the chosen landing page
  9. Keywords:
  10. Digital Marketing ; Landing Page ; Digital Nudging ; Cognetive Biases ; Psychological Effects ; Online Businesses

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