The effect of mobile-optimized content on customer acquisition: A study of an e-commerce website in Kaduna, Nigeria.
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Background of the study
Mobile-optimized content is critical in today’s digital landscape, particularly for e-commerce websites aiming to attract and acquire new customers. This study investigates how an e-commerce website in Kaduna leverages mobile-optimized content—such as responsive design, fast-loading pages, and tailored multimedia—to enhance customer acquisition. As mobile devices increasingly become the primary means of internet access, ensuring that content is optimized for mobile is essential for capturing the attention of potential customers (Okeke, 2023). Mobile-optimized content improves user experience, which can lead to higher engagement, longer site visits, and ultimately, increased conversion rates. Recent studies have shown that websites that prioritize mobile optimization experience significant improvements in customer acquisition metrics (Adeniyi, 2024). However, challenges such as technical limitations, high development costs, and maintaining content quality may hinder these benefits. This study will analyze customer acquisition data, user behavior metrics, and feedback to determine the impact of mobile-optimized content on new customer acquisition, offering recommendations for enhancing mobile content strategies (Chinwe, 2025).
Statement of the problem
E-commerce websites in Kaduna often struggle to acquire new customers due to poorly optimized mobile content, resulting in subpar user experiences and low conversion rates. The lack of responsive design and slow page loading times can deter potential customers from engaging with the site. This study aims to identify the challenges associated with mobile optimization and assess its impact on customer acquisition. By examining user behavior and conversion metrics, the research seeks to determine how improvements in mobile content can lead to better customer acquisition outcomes (Okeke, 2023; Adeniyi, 2024).
Objectives of the study:
To assess the impact of mobile-optimized content on customer acquisition.
To identify challenges in mobile content optimization.
To recommend strategies for enhancing mobile user experience and acquisition.
Research questions:
How does mobile-optimized content influence customer acquisition?
What challenges hinder effective mobile optimization?
What improvements can boost conversion rates on mobile devices?
Significance of the study
This study is significant as it provides practical insights into enhancing customer acquisition through mobile-optimized content for e-commerce websites in Kaduna. The findings will guide web developers and marketers in creating engaging, responsive content that drives higher conversion rates and business growth (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to one e-commerce website in Kaduna and focuses solely on the impact of mobile-optimized content on customer acquisition, excluding other acquisition channels.
Definitions of terms:
Mobile-Optimized Content: Web content designed to perform efficiently on mobile devices.
Customer Acquisition: The process of attracting new customers.
E-commerce Website: An online platform for selling products or services.
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