An investigation of performance marketing techniques on conversion rates: A case study of an online subscription service in Kaduna.
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study:
Performance marketing has emerged as a data-driven approach that emphasizes measurable outcomes such as conversion rates. For online subscription services in Kaduna, performance marketing techniques—including pay-per-click advertising, affiliate marketing, and conversion rate optimization—are crucial in driving customer acquisition and revenue growth. This study examines how these strategies impact conversion rates by analyzing user behavior, click-through rates, and subscription sign-ups. By leveraging real-time analytics and targeted ad placements, marketers can refine their campaigns to achieve higher returns on investment (Ibrahim, 2023). The research also considers the challenges of balancing cost efficiency with quality lead generation in a competitive digital landscape. Additionally, the study evaluates the role of landing page design, call-to-action optimization, and personalized content in improving conversion outcomes. By integrating performance data and user feedback, this investigation aims to provide actionable insights into the effectiveness of performance marketing techniques and offer recommendations for enhancing conversion rates in the online subscription space (Nwosu, 2024).
Statement of the problem:
Online subscription services in Kaduna face challenges in maximizing conversion rates despite substantial investments in performance marketing. Factors such as poor targeting, suboptimal landing pages, and inefficient budget allocation can hinder campaign success. There is limited empirical evidence on which performance techniques yield the highest conversion rates in this sector. This study addresses these challenges by examining current practices and identifying the key drivers of effective performance marketing (Ibrahim, 2023).
Objectives of the study:
To assess the impact of performance marketing on conversion rates.
To identify critical factors that drive successful digital conversions.
To recommend optimization strategies for enhancing performance marketing outcomes.
Research questions:
How do performance marketing techniques affect conversion rates for online subscription services?
What factors contribute most to effective conversion optimization?
What strategies can improve the efficiency of performance marketing campaigns?
Significance of the study:
This study is significant as it offers data-driven insights into optimizing performance marketing strategies for online subscription services. The findings will enable marketers to refine targeting, improve user experience, and ultimately boost conversion rates, driving revenue growth in a competitive market (Ibrahim, 2023; Nwosu, 2024).
Scope and limitations of the study:
This study is limited to evaluating performance marketing techniques for an online subscription service in Kaduna.
Definitions of terms:
Performance marketing: A strategy focused on measurable outcomes such as conversions.
Conversion rate: The percentage of users who complete a desired action.
Online subscription service: A digital platform offering subscription-based content or services.
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