KupiKniga. mk: transforming a website into a profitable ecommerce system using assisted conversions funnel

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.