A study of performance marketing techniques on conversion optimization: Evidence from an online subscription service in Kaduna, Nigeria.
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- NGN 5000
Background of the Study
Performance marketing has become a critical strategy for online businesses aiming to optimize conversions and drive revenue. In Kaduna, an online subscription service employs various performance marketing techniques—such as pay-per-click advertising, affiliate marketing, and retargeting campaigns—to increase sign-ups and customer retention. This study examines how these techniques affect conversion rates by analyzing key performance indicators, including click-through rates, cost-per-acquisition, and subscriber lifetime value (Adewale, 2023). The research explores the interplay between creative ad content, data analytics, and customer behavior, highlighting how real-time adjustments can lead to improved performance. Despite its potential, performance marketing faces challenges such as ad fatigue, high competition, and fluctuating market dynamics. By using a mixed-methods approach that combines quantitative data analysis with qualitative feedback from users and marketers, the study aims to provide actionable insights for optimizing performance marketing strategies and enhancing conversion outcomes for the online subscription service (Adewale, 2024).
Statement of the Problem
Although performance marketing is widely adopted, its specific impact on conversion optimization for online subscription services in Kaduna is not well understood. The challenge is to determine whether performance marketing techniques lead to measurable improvements in conversion rates or if they are offset by issues such as ad fatigue and high customer acquisition costs. Moreover, rapid changes in consumer behavior and market competition complicate the evaluation of these strategies (Adewale, 2023). This study seeks to address these gaps by analyzing the effectiveness of various performance marketing techniques on conversion rates, providing data-driven recommendations to enhance subscription growth (Adewale, 2024).
Objectives of the Study
To evaluate performance marketing techniques used by the subscription service.
To assess their impact on conversion optimization.
To recommend strategies for improving conversion rates.
Research Questions
How do performance marketing techniques influence conversion rates?
What metrics best indicate successful conversion optimization?
What challenges affect the effectiveness of these techniques?
Significance of the Study
This study is significant as it offers insights into optimizing performance marketing strategies to boost conversion rates in online subscription services. The findings will guide marketers in Kaduna to refine their tactics for better customer acquisition and retention, ultimately driving revenue growth (Adewale, 2023).
Scope and Limitations of the Study
The study is limited to one online subscription service in Kaduna and focuses exclusively on performance marketing strategies.
Definitions of terms
Performance Marketing: Marketing strategies focused on measurable outcomes such as clicks and conversions.
Conversion Optimization: The process of increasing the percentage of website visitors who take a desired action.
Online Subscription Service: A digital service that charges customers on a recurring basis.
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