ADS Capstone Chronicles Revised

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2.​ Develop personalized marketing campaigns and tailored content to drive customer engagement and loyalty. 3.​ Optimize UX design to ensure a seamless and intuitive shopping experience. 4.​ Implement robust data privacy measures to build and maintain consumer trust. 5.​ Ensure the accuracy and reliability of product reviews to enhance the website’s credibility. By achieving these objectives, the expectation is to see a significant improvement in customer satisfaction and loyalty, leading to increased sales and profitability. Optimizing resource allocation will reduce operational costs and enhance competitive edge. If the strategies are validated, they will provide a framework for sustained growth and success in the e-commerce sector. If the strategies are disproved, it will highlight areas for further research and refinement, ensuring continuous improvement in the approach. To understand the diverse strategies employed in digital marketing and their impact on e-commerce success, it is essential to examine recent studies used to delve into user experience optimization, effective marketing practices, and data analytics. These studies provide insights into how businesses can enhance their digital presence, improve customer engagement, and maximize return on investment through various innovative and data-driven approaches. 3.1 Redefining Mobile Marketing through Conversion Rate Optimization As of 2017, there were an estimated 5 billion global mobile phone users projected to grow to 5.9 by 2025 (Srivastava & Manohar, 2020). However, most businesses, including 91% of small-medium enterprises, do not have mobile-optimized websites. While mobile e-commerce sales account for 34.5% of total 3 Literature Review

sales with an anticipation of this value rising to 72.9% by 2021. Conversion rate optimization (CRO) leverages data and analytics for marketers to derive consumer insight(s). The framework is structured as C = 4m + 3v + 2(i-f) - 2a; C is conversion rate, m is motivation, v is a value proposition, i is incentive, f is friction, and a is anxiety. 3.2 Digital Marketing Strategies and Their Application in an E-Commerce Company: Lessons Learned from Daraz Bangladesh. Daraz Bangladesh, a prominent e-commerce company, has achieved success in CRO can be implemented by using A/B testing where some will be directed to the current website (control) and others a new version (variant). Companies can assess performance through various macro conversion metrics including revenue per visitor (RPV), conversion rate, customer acquisition cost (CAC), and lifetime value (LTV). Techniques found to maximize ROI on UX/UX are establishing a focused approach to minimize clutter, limiting content, logical and clear organization of information, text visibility, seamless user experience, and testing designs (Lubna, 2024). Amidst its successes, marketing deficiencies have created a reliance on discounts, high customer acquisition costs, improving brand differential, and improving consumer personalization while experiencing technological constraints. To address these deficiencies, the company can first offer additional services (loyalty rewards, free shipping, extended warranty, etc.) to avoid reliance on discounts that can reduce profit margins and diminish product quality perception; conduct a market analysis to enhance brand differentiation; identify marketing channel that can maximize ROI to target ideal consumers more effectively; and leverage data analytics to target consumers more effectively.

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