KupiKniga. mk: transforming a website into a profitable ecommerce system using assisted conversions funnel
Journal
ICT Innovations 2012 Web Proceedings, ICT ACT, Skopje
Date Issued
2012-09
Author(s)
Antovski, Ljupco
Abstract
There is a lack of published research data on the goal conversions of
the real e-commerce systems and e-commerce users’ behavior in Macedonia
and the Balkan countries. We present the findings of the 6 months research on
the strategies applied on the regional e-commerce online bookstore
Kupikniga.mk. Several conversion channels and combination funnels were
applied, like paper flyers, TV and news presence, multi-level referral lists,
social networks, search engines optimization, AdWords, social advertising,
online video advertising, email advertising, newsletters, personalized search
and recommendations. Based on the analytical data from 2,000 registered byers
for 10,000 offered items, we draw conclusions on the conversion rates of
different channels and model the behavior of the average e-commerce user in
the region.
the real e-commerce systems and e-commerce users’ behavior in Macedonia
and the Balkan countries. We present the findings of the 6 months research on
the strategies applied on the regional e-commerce online bookstore
Kupikniga.mk. Several conversion channels and combination funnels were
applied, like paper flyers, TV and news presence, multi-level referral lists,
social networks, search engines optimization, AdWords, social advertising,
online video advertising, email advertising, newsletters, personalized search
and recommendations. Based on the analytical data from 2,000 registered byers
for 10,000 offered items, we draw conclusions on the conversion rates of
different channels and model the behavior of the average e-commerce user in
the region.
Subjects
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