Identifying Factors that Influence on the Conversion Rate of Landing Pages

Student: Guliaeva Polina

Educational Programme: Electronic Business (Master)

Year of Graduation: 2018

The present paper is dedicated to the research of factors that influence the conversion rate of landing pages. The main definitions and concepts are considered: a landing page, the conversion rate, etc. Methods of landing page optimization are described. A model, showing the influence of this or that attribute of the landing page on the decision-making process, is presented by the example of the banking area. The results of the work are of interest to companies that use landing pages as a way to promote their product on the Internet.

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