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Forecasting the Effects of In-Store Marketing on Conversion Rates for Online Shops

URN to cite this document:
urn:nbn:de:bvb:355-epub-416473
Fink, H. ; Graf, Yvonne
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License: Creative Commons Attribution 4.0
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Date of publication of this fulltext: 19 Feb 2020 08:35


Abstract

As webstores usually face the issue of low conversion rates, finding ways to effectively increase them is of special interest to researchers and practitioners alike. However, to the best of our knowledge, no one has yet empirically investigated the usefulness of various in-webstore marketing tools like coupons or different types of product recommendations. By analysing clickstream data for a shoe ...

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