Using internet marketing to increase website conversion: challenges of effectiveness of different tools and techniques

Note:

Source: Formulated by the authors based on [1; 5-6].

However, this only happens if a quality instrumental core for converting visitors into customers or buyers has been formed.

A quality instrumental core should be built on the ability of these tools to interact with the consumer to the widest possible extent and to convey a communicative message about the product or service, taking into account the principles of intelligent communication. According to modern research, the quality of the instrumental core is formed by specific characteristics, the presence of which contributes to the highest level of website conversion. These characteristics are outlined and generally systematized in Figure 1.

Figure 1. Features of the instrumental core that contribute to the highest level of website conversion.

Source: Formulated by the authors based on [1; 5-6].

Based on Figure 1, it is evident that the tools form the instrumental core of Internet marketing, characterized by a significant abstraction regarding the nature of its activities and the way used it. Given this abstraction, the characteristics of the instrumental core that contribute to the highest level of website conversion from visitors to customers or buyers should be directed by the action of various techniques. However, these characteristics can generally be systematized into two groups:

1. Internet marketing tools should maximize their positive features to attract customers' attention, retain their interest, and encourage repeat purchases.

So contextual advertising should provide:

1) accuracy in selecting keywords (which allows for achieving high conversion rates);

2) audience coverage (by displaying on multiple websites that work with advertising networks);

3) optimization of the budget and ad displays on selected websites or their sections.

Social media campaigns should provide:

1) attracting a large audience (focusing on social networks with the most active users);

2) detailed community settings (based on the interests, behaviors, and characteristics of the target audience);

3) communication formats (with priority given to content that uses the different formats of interaction with consumers such as discussions, likes, reposts, comments, etc.).

Email-mailing should ensure:

1) setting up automatic mailings (which depend on the actions or behavior of website visitors);

2) personalization of messages (focusing on integrating personal data of website visitors into the messages);

3) selectivity (mailings should reach precisely the target audience with a high level of interest in the product or service).

Video advertising on different platforms should provide:

1) conveying essential information about the product or service (the video content should demonstrate the product or service in action);

2) drawing the customer's attention through visual and sound effects (the video content should evoke emotions and positive feelings in the customer);

3) coverage (by placing the video content on various video hosting sites with the highest number of visitors);

4) increasing customer trust (the video content should help minimize the probability of refusal to purchase).

Retargeting should provide:

1) identifying customers who have shown interest in the product or service (which should help reduce advertising costs);

2) personalizing advertising display sessions (which should improve customer interaction and engagement);

3) maximizing the value of information for customers (advertising display sessions should be focused on website visitors who are already familiar with the product or service but have not made a purchase).

2. Internet marketing tools should be characterized by a minimal set of negative features that could potentially deter customers and hinder repeat purchases.

Contextual advertising should take into account the possibility of ad blockers and limited keyword selection in search engines. To minimize the impact of these drawbacks, it is important for companies to:

1) carefully select keywords that match the context of the ad to ensure its relevance and informativeness;

2) use ad networks that ensure ad delivery to the audience despite the use of ad blockers;

3) consider recommendations provided by relevant ad providers (for example, Google Ads provides recommendations on selecting keywords to avoid ad blocking by ad blocker programs).

Social media campaigns should take into account algorithms of interaction with consumers, who can be demanding in terms of the amount of advertising they see in their feeds. Ad oversaturation can cause messages to become intrusive to users, leading to them being ignored or blocked. To avoid this, it is important for social media campaigns to [6]:

1) use communication formats that are not intrusive to users and do not come across as forced advertising;

2) choose the right moment and time for advertising messages;

3) quickly respond to changes in the moods and interests of the audience.

Email-mailing should take into account the possibility of being identified as spam lists. To minimize the impact of this drawback in internet marketing, companies need to adhere to several rules:

1) collect legitimate emails that users provided by subscribing to the mailing list (excluding emails received from third parties);

2) send relevant and interesting content;

3) provide unsubscribe options (including the unsubscribe option in each email, so that subscribers can stop receiving emails if they are not interested in the content).

Video advertising should be created taking into account the possibility of skipping or blocking by clients using ad-blocking programs. To reduce the possibility of the company's video ads being skipped or blocked, internet marketing professionals should consider [6]:

1) placing content on popular video platforms that have measures to combat ad blockers;

2) using content formats that are less sensitive to ad blockers, such as native advertising videos;

3) incorporating elements into the content that cannot be blocked by ad-blocking programs, such as sound effects or animation elements (thus attracting user attention even when ad blockers are in use).

Retargeting should be implemented in a way that is not perceived as spam or a violation of visitors' privacy on websites. Specifically, it is recommended to regulate the frequency of ad display sessions during a visitor's time on the site. To avoid a sense of privacy violation, website visitors should be notified about the use of retargeting and provided with the option to opt out of behavior tracking on the site.

The main challenge in terms of the instrumental basis of Internet marketing for increasing website conversion is selecting platforms, services, and advertising channels that can provide a high level of customer acquisition and retention through configuration and adjustments. When choosing a platform, service, or advertising channel, it is necessary to consider the specificities of the business and its target audience.

Within the scope of the research, the authors delved into the understanding of Internet marketing techniques aimed at website conversion by adjusting the actions of Internet marketing tools. By the aforementioned content, it is noted that such techniques manifest themselves through various methods and approaches, which allow for the adjustment of the communicative essence of Internet marketing tools by focusing on changes in website conversion rates (i.e., data on the conversion of visitors into customers). For example, these techniques may include search engine optimization, web analytics and A/B testing, landing page optimization, user interaction techniques, and others.

These outlined techniques are not exhaustive, but through the formalization of their inherent methods and approaches to adjusting the action of Internet marketing tools, it can be concluded that they are highly optional (Table 2).

It should be noted that optionality can have different meanings depending on the context. However, within the scope of the research, it is used to denote the characteristics regarding the features of the technical basis of website conversion, which is formed by a set of functions that can be included or excluded based on the content of the available methods and approaches, as desired by the user. One example of significant optionality in Internet marketing techniques is the choice of metrics for web analytics. Depending on the goals of A/B testing, different metrics can be used, such as time spent on site, number of page views, and so on. Additionally, various web analytics tools can be used to collect data, such as Google Analytics, Adobe Analytics, Piwik, etc., each with its unique features and capabilities. Another example of optionality is the choice of format and content for advertising materials for landing pages.

website internet marketing

Note:

*Keyword optimization provides: (1) placement of keyword sets in the text, headings, meta tags, and other parts of the website; (2) variation in keyword sets; (3) different means of attracting users' attention and improving the website's ranking in search engines (text content, photo and video materials, infographics, blog articles, virtual tours, and other content formats); (4) means of indexing website pages by search engines and improving their performance; (5) placement of links to the website from other high-ranking websites; (6) use of social media; (7) use of search engines; (8) various means of monitoring and analyzing traffic on the website.

Source: Formulated by the authors based on [1; 6].

2. The nature of web analytics optionality allows for the customization of data collection and analysis processes regarding user behavior on the site, through sets of techniques and approaches such as: installing analytical systems that allow for the collection and analysis of visitor behavior on the site; setting goals that allow for tracking actions that lead to the achievement of business objectives; tracking conversions that allow for monitoring which traffic sources are most effective in achieving business goals and optimizing advertising campaigns; building sales funnels to track visitor steps on the path to conversion, which allows for understanding where and why visitors are leaving; audience segmentation; and analyzing user behavior (analyzing the use of site features).

3. A/B testing optionality allows for selecting website versions based on their effectiveness in terms of conversion rates, and using this information in the future through a set of techniques and approaches that involve [3; 4]: defining performance metrics (necessary to determine success metrics); selecting elements of the website to be tested; splitting traffic between website versions; collecting data and analyzing results for each website version, comparing them to determine which version leads to better results; continuously testing using optimization tools and constant testing to improve website effectiveness; conducting multivariate testing with more than two website versions tested simultaneously. So, the optionality of A/B testing, which determines the content and technical aspects of website functionality, is indicated in Figure 3.

Figure 3. A/B testing option optionality determines the content and technical aspects of website functionality.

Note: **Keyword optimization provides: (1) selection of performance metrics (conversion rate, time on site, number of sales, etc.); (2) selection of webpage elements to be tested, such as headlines, buttons, images; (3) distribution of traffic between the original and test versions of the webpage; (4) selection of tools for collecting data on performance metrics; (5) selection of tools for optimizing the webpage and continuous testing to improve its effectiveness; (6) selection of testing tools (for example, different headlines, images, and buttons can be tested simultaneously to determine the optimal combination).

4. Landing optionality allows for configuring the processes of attracting visitors and converting them into clients or subscribers, using sets of techniques and approaches to shaping: titles and subtitles (which can have different levels of clarity and attractiveness [4]), descriptions, videos and images (which attract visitors in different ways [4]), order forms or call-to-action buttons (which can have different calls to action [4]), and other design and content elements.

5. User interaction optionality allows customizing how a website interacts with visitors through a range of techniques and approaches, including [2; 3]: feedback forms (allowing users to contact website owners); chatbots (programs that provide automatic responses to user questions in real-time); survey forms (collecting feedback from users on the quality and convenience of the website; comments (allowing users to leave feedback on website content, products, and services); social interaction (enabling communication with users through social media and other channels); usability testing (analyzing user interactions with the website to identify potential issues); personalized content (providing an individualized approach to content). So, the optionality of user interaction, which determines the content and technical aspects of the website's functioning, is indicated in Figure 3.

Figure 4. User interaction optionality determines the content and technical aspects of website functionality.

Note:

*Keyword optimization provides: (1) selecting communication tools to address issues that website owners may encounter while using the site; (2) choosing programs that provide automatic real-time responses to user queries; (3) selecting survey and comment forms; (4) selecting social media and other channels for communication; (5) choosing tools that allow for analyzing user interactions with the site and identifying potential issues in the process of its use; (6) varying content.

Source: Formulated by the authors based on [3; 2].

In all cases, the elements of the technological core of internet marketing are characterized by a wide range of options to choose from. Given this specificity, it is evident that the main challenge in terms of the technological core of internet marketing to increase website conversion is the selection of techniques and methods that can ensure high website loading speed, adaptive design (the website should be accessible and convenient for users on any device [4]), quality content (the content on the website should be informative, understandable, and attractive to users [4]), ease of navigation, functionality (in particular, the website must be functional and meet the needs of users, providing the ability to perform various actions on the website, such as purchases, registrations, form submissions, etc. [4]).

It should be noted that only the combination of high-quality instrumental and technological core can ensure high performance of the website conversion process.

Conclusions from this study and prospects for further exploration in this area

According to the research results, it has been proven by the actors that the effectiveness of the website conversion process is a category that is formed only by the combination of a high-quality instrumental and technological core of Internet marketing. At the same time, the need for such effects is a key factor that shapes a fairly wide range of issues related to the application of tools and techniques that are the main elements forming the mentioned core. Therefore, based on the research results, the following conclusions have been made by the authors:

During the exploration of Internet marketing tools, their communicative essence has been identified as being manifested through the nature of their actions and the specific ways in which they are utilized. It has been noted that:

1. These tools serve as the instrumental foundation for Internet marketing and are characterized by a significant level of abstraction to their actions and usage. Given this level of abstraction, the features of this instrumental core that lead to the highest levels of conversion from website visitors to clients or customers should be directed through different techniques.

2. The main problem regarding the instrumental core of Internet marketing for increasing website conversion is the selection of platforms, services, and advertising channels capable of providing a high level of customer attraction and retention through configuration and adjustment. When selecting a platform, service, or advertising channel, it is crucial to consider the unique features of the business and its target audience.

When studying Internet marketing techniques aimed at website conversion through the adjustment of internet marketing tools, it was found that:

1. Specifically, these techniques form the technological core of Internet marketing, characterized by a wide range of options to choose from.

2. Based on this specificity, it has been demonstrated that the main problem with the technological core of Internet marketing for increasing website conversion is the selection of techniques and methods capable of providing fast website loading speed, adaptive content quality, ease of navigation, and functionality.

It has been proven that only the combination of the high-quality instrumental and technological core can ensure high performance in website conversion. The performance of the website conversion is determined by the ratio of the number of users who have performed a specific action on the site (such as making a purchase, filling out a contact form, subscribing to a newsletter, etc.) to the total number of site visitors.

According to the research findings, the prospects for further research should be focused on the development of the instrumental core of Internet marketing. Specifically, it is important to study new tools, their communicative essence, and the specifics of their use to create a more effective instrumental core. Attention should also be paid to the actions and methods of using these tools, which will help find more optimal solutions to ensure the highest level of website visitor conversion.

Література

1. Голишева, Є.О., Кириченко Т.В., Коваленко Я.А. Особливості використання інструментів Інтернет-маркетингу на підприємстві, Молодий вчений, 2014, Вип. 10 (13) (1), С. 53 - 56.

2. Дьячук, І. Інтернет-маркетинг та digital-стратегії. принципи ефективного використання, Вчені записки Університету «КРОК», 2021, Вип. 4(64), С. 106-113.

3. Зацна Л. Інноваційні можливості застосування комунікацій в інтернет, Галицький економічний вісник., 2013, Вип. 4 (43), С. 214-221.

4. Кузнецова, Н. Інтернет-маркетинг в Україні: проблеми та перспективи, Вісник Київського національного університету імені Тараса Шевченка Економіка, 2012, Вип. № 137, С. 63-65.

5. Холодный Г. А., Родионов С. А. Исследование факторов, определяющих тенденции развития Интернеттехнологий в маркетинге, Економіка розвитку, 2013, Вип. № 4 (68), С. 99--105.

6. Шпилик С. Інтернет як ефективний маркетинговий інструмент сучасного підприємства, Галицький економічний вісник, 2015, № 2 (49), С. 212223.

References

1. Golysheva, E.O., Kyrychenko, T.V. and Kovalenko, Ya.A. (2014), “Peculiarities of using Internet marketing tools at the enterprise”, Molodyy vchenyy, vol. 10 (13) (1), pp. 53 - 56.

2. Dyachuk, I. (2021), “Internet marketing and digital strategies. principles of effective use”, Vcheni zapysky Universytetu «KROK», vol. 4(64), pp. 106-113.

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