The effect of mobile-optimized content on customer acquisition: A study of an e-commerce website in Kaduna, Nigeria.
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- Table of Content: Available
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- NGN 5000
Background of the study
Mobile-optimized content is vital for capturing the attention of consumers in today’s mobile-first environment. This study examines how an e-commerce website in Kaduna leverages mobile-optimized content—such as responsive design, fast-loading pages, and streamlined checkout processes—to enhance customer acquisition. With increasing numbers of users accessing websites via smartphones, ensuring a seamless mobile experience is critical for attracting and converting new customers (Okeke, 2023). Mobile optimization improves user experience by reducing loading times and providing easy navigation, thereby encouraging potential customers to explore products and complete purchases. Research indicates that a mobile-friendly website can lead to higher conversion rates and increased customer satisfaction. However, challenges such as technical constraints, cost implications, and ongoing content updates may impact the effectiveness of mobile optimization efforts. This study will analyze user behavior metrics, acquisition rates, and customer feedback to assess the influence of mobile-optimized content on customer acquisition, providing actionable recommendations for e-commerce businesses (Adeniyi, 2024; Chinwe, 2025).
Statement of the problem
E-commerce websites in Kaduna often face challenges in acquiring new customers due to poorly optimized mobile content. Slow loading speeds, unresponsive design, and cumbersome navigation deter potential customers, resulting in high bounce rates and low conversion rates. This study aims to identify the critical issues in mobile content optimization that hinder customer acquisition and evaluate their impact on user behavior and sales performance (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 propose recommendations for enhancing mobile user experience.
Research questions:
How does mobile-optimized content influence customer acquisition?
What challenges affect mobile optimization for e-commerce?
What strategies can improve mobile content performance?
Significance of the study
This study is significant as it provides 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 a single e-commerce website in Kaduna and focuses exclusively on mobile-optimized content’s impact on customer acquisition, without comparing alternative strategies.
Definitions of terms:
Mobile-Optimized Content: Web content designed specifically for optimal performance 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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