Skip to main content
Have a personal or library account? Click to login
Boost Conversion Rate: A Reference Framework to Manage Digital Channels Cover

Boost Conversion Rate: A Reference Framework to Manage Digital Channels

By:  and    
Open Access
|May 2026

References

  1. Ahmed, N. (2022, May 27). How to increase conversion rate: 14 effective ways to boost conversions (with case studies!). Cloudways. https://www.cloud-ways.com/blog/how-to-increase-conversion-rate/
  2. AIContentfy (2023, November 11). Improving online sales conversion: Proven tactics for success. https://aicontentfy.com/en/blog/improving-online-sales-conversion-proven-tactics-for-success
  3. Al Khaldy, I. A. (2024). Impact of digital marketing techniques in increasing effectiveness of conversion rate optimization (CRO) among telecommunication organizations in Jordan. International Research Journal of Economics and Management Studies IRJEMS, 3(2), 251-259 https://doi.org/10.56472/25835238/IRJEMS-V3I2P131
  4. António, N., & Rita, P. (2021). COVID-19: The catalyst for digital transformation in the hospitality industry? Tourism & Management Studies, 17(2), 41-46. http://dx.doi.org/10.18089/tms.2021.170204
  5. Aspers, P., & Corte, U. (2019). What is qualitative in qualitative research. Qualitative Sociology, 42, 139-160. https://doi.org/10.1007/s11133-019-9413-7
  6. Attie, D. (2024, January). 9 ways to increase conversion rates on your website. Outbrain. https://www.outbrain.com/blog/how-to-increase-conversion-rates/
  7. Bag, S., Srivastava, G., Bashir, M. M. A., Kumari, S., Giannakis, M., & Chowdhury, A. H. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking: An International Journal, 29(7), 2074-2098. https://doi.org/10.1108/BIJ-07-2021-0415
  8. Bardin, L. (2016). Análise de conteúdo [Content analysis] (L. A. Reto & A. Pinheiro, Trans.; 1st Brazilian ed., 5th reprint). Edições 70.
  9. Baum, T. (2007). Human resources in tourism: Still waiting for change. Tourism Management, 28(6), 1383-1399. https://doi.org/10.1016/j.tourman.2007.04.005
  10. Jennings, J. (n.d.). 30 ecommerce conversion rate optimization techniques to help boost sales. Big-Commerce. https://www.bigcommerce.com/articles/ecommerce/conversion-rate-optimization/
  11. Boucher, K. (2023, July 10). 11 effective strategies to increase conversion rates. Podium. https://www.podium.com/article/how-to-increase-conversion-rates/
  12. Burko, R. (2022, August 31). 5 digital marketing strategies to improve conversions. Elite Digital. https://elitedigitalagency.com/blog/5-digital-marketing-strategies-to-improve-conversions/
  13. Burns, R. (2023, August 17). 13 expert strategies to improve sales conversion rates. Calendly. https://calendly.com/blog/sales-conversion-rate-strategy
  14. Carlton, T. (n.d.). 14 methods to improve conversion rate. BottleRocket Media. https://bottlerocketmedia.net/14-methods-to-improve-conversion-rate/
  15. Carter, R. (2024, March 25). How to increase conversion rates in 2024: A practical guide. growth collective. https://www.growthcollective.com/blog/increase-conversion-rate
  16. Cherian, M. (n.d.). Conversion Rate Optimization: A Complete Step by Step Guide VWO. https://vwo.com/conversion-rate-optimization/
  17. Choe, Y., Stienmetz, J. L., & Fesenmaier, D. R. (2017). Measuring destination marketing: Comparing four models of advertising conversion. Journal of Travel Research, 56(2), 143-157. http://dx.doi.org/10.1177/0047287516639161
  18. Creswell, J. W. (2009). Research design: qualitative, quantitative and mixed methods approaches. SAGE Publications.
  19. Dašić, D., Vučić, V., Turčinović, Ž., & Tošić, M. (2023). Digital marketing - marketing opportunities and the power of digital consumers. Economics of Agriculture, 70(4), 1187-1199. https://doi.org/10.59267/ekoPolj23041187D
  20. Databox (2023, September 21). 14 expert recommendations for improving your sales conversion rate. https://databox.com/improve-sales-conversion-rate
  21. Dean, B. (2024, February 1). Conversion Rate Optimization: The Definitive Guide. Backlinko. https://backlinko.com/conversion-rate-optimization
  22. Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161-168. https://doi.org/10.1016/j.jretconser.2017.12.008
  23. Digital Marketing Institute (2022, September 1). What is conversion rate optimization (CRO)? https://digitalmarketinginstitute.com/blog/whatis-conversion-rate-optimization-cro
  24. Eurostat. (2024). E-commerce statistics for individuals. https://ec.europa.eu/eurostat/statistics-explained/index.php?title=E-commerce_statistics_for_individuals#Data_sources
  25. Fortin, M. F. (1999). O Processo de Investigação: da concepção à realização, [The research process: From conception to realization] (N. Salgueiro, Trans.). Loures: Lusociência.
  26. Garzoni, A., De Turi, I., Secundo, G., & Del Vecchio, P. (2020). Fostering digital transformation of SMEs: a four levels approach. Management Decision, 58(8), 1543-1562. https://doi.org/10.1108/MD-07-2019-0939
  27. Goldstein, A., & Hajaj, C. (2022). The hidden conversion funnel of mobile vs. desktop consumers. Electronic Commerce Research and Applications, 53, 101135. https://doi.org/10.1016/j.elerap.2022.101135
  28. Growth Marketing Genie (n.d.). 10 ways to increase conversion rates for your business. https://growthmarketinggenie.com/blog/10-ways-increase-conversion-rates/
  29. Hausman, A. (2023, November 27). Improving your conversion rate on digital marketing strategies. market maven. https://www.hausmanmarketingletter.com/improving-your-conversion-rate-on-digital-marketing-strategies/
  30. Huang, J., & Wang, X. (2022). User experience evaluation of B2C e-commerce websites based on fuzzy information. Wireless Communications and Mobile Computing, 2022(1), 6767960. https://doi.org/10.1155/2022/6767960
  31. Institute of Data (2023, December 11). Understanding conversion rates in digital marketing. https://www.institutedata.com/us/blog/conversion-rates-in-digital-marketing/
  32. Jones, O. (2020, December 20). 8 super-simple methods to increase checkout conversion rate. Sendcloud https://www.sendcloud.com/8-methods-to-increase-checkout-conversion-rate/?ajs_aid=f3275a0e-230b-4b91-a2b8-d5ef28fc7a5e
  33. Laja, P. (n.d.). 13 ways to increase your conversion rate right now. CXL. https://cxl.com/ways-to-increase-your-conversion-rate/
  34. Lee, J., Jung, O., Lee, Y., Kim, O., & Park, C. (2021). A comparison and interpretation of machine learning algorithm for the prediction of online purchase conversion. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1472-1491. https://doi.org/10.3390/jta-er16050083
  35. Loh, Y. X., & Hamid, N. (2021). The evaluation of online persuasion criteria on e-commerce website using persuasive system design (PSD) model. International Journal of Business and Society, 22(3), 1143-1157. https://doi.org/10.33736/ijbs.4289.2021
  36. Luchi, P., Heo, C. Y., Pereira, L. N., Viverit, L., & Contessi, D. (2025). Dynamics of hotel bookings: Identifying key drivers of hotel conversion rate. International Journal of Hospitality Management, 131, 104313. https://doi.org/10.1016/j.ijhm.2025.104313
  37. Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E. C., Wetzels, M., & Pfann, G. (2013). More than words: The influence of affective content and linguistic style matches in online reviews on conversion rates. Journal of marketing, 77(1), 87-103. https://doi.org/10.1509/jm.11.0560
  38. Manish, M. (2024, March 21). 11 web design principles that can boost your conversion rate. OptinMonster. https://optinmonster.com/11-web-design-principles-that-will-boost-your-conversion-rate/
  39. McDowell, W. C., Wilson, R. C., & Kile Jr, C. O. (2016). An examination of retail website design and conversion rate. Journal of Business Research, 69(11), 4837-4842. https://doi.org/10.1016/j.jbusres.2016.04.040
  40. Miikkulainen, R., Iscoe, N., Shagrin, A., Cordell, R., Nazari, S., Schoolland, C., Brundage, M., Epstein, J., Dean, R. & Lamba, G. (2017, July). Conversion rate optimization through evolutionary computation. [Conference paper]. Genetic and Evolutionary Computation Conference - Association for Computing Machinery, New York, USA, 1193–l1199. https://doi.org/10.1145/3071178.3071312
  41. Muralidhar, A., & Lakkanna, Y. (2024). From clicks to conversions: Analysis of traffic sources in e-commerce. [Conference paper]. 12th International Conference on Contemporary Issues in Management, Bangalore. https://doi.org/10.48550/arXiv.2403.16115
  42. Niu, X., Li, C., & Yu, X. (2017). Predictive analytics of e-commerce search behaviour for conversion. [Conference paper]. Twenty-third Americas Conference on Information Systems, Boston. https://aisel.aisnet.org/amcis2017/DataScience/Presentations/7/
  43. Nougué, A. (2023, April 18). How to optimize your checkout process and increase conversion rates. Checkout.com. https://www.checkout.com/blog/how-to-increase-checkout-conversion-rates
  44. O’Connor, P. (2020). Online tourism and hospitality distribution: a perspective article. Tourism Review, 75(1), 290-293. https://doi.org/10.1108/TR-06-2019-0216
  45. Purnomo, Y. J. (2023). Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54-62. https://doi.org/10.61100/adman.v1i2.23
  46. Quin, A. (2023, June 22). 7 simple ways to increase your website conversion rate. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2023/06/22/7-simple-ways-to-increase-your-website-conversion-rate/?sh=20d61ec215ec
  47. Rakić, M., & Rakić, B. (2019). The market power of digital consumers in 24/7/365 connected world. Strategy & Leadership, 38, 16-22. https://doi.org/10.5937/MegRev1902079R
  48. Ramón-Cardona, J., Daries, N., Fransi, E. C., & Serra-Cantallops, A. (2022). Ecommerce web content adoption model (ewcam): An integrated tool for wca and emica models for the tourism industry. Cuadernos de Turismo, (50), 279-306. https://doi.org/10.6018/turismo.541951
  49. Rano, A. A., & Sungkur, R. K. (2019). The impact of interactive design as a conversion rate optimisation tool for e-commerce. International Journal of Information Systems and Management, 2(1), 71-92. https://doi.org/10.1504/ijisam.2019.10025254
  50. Rheude, J. (2023, December 20). Improve your ecommerce conversion rate: 20 data-driven tips. Red Stag Fulfillement. https://redstagfulfillment. com/ecommerce-conversion-rate/
  51. Riserbato, R. (2022, August 29). 20 ways to effectively increase your conversion rate. Hubspot. https://blog.hubspot.com/marketing/how-to-increase-conversion-rate
  52. Rizvi, U. (2023, May 18). 10 proven strategies to boost conversion rates: A digital marketer’s guide. https://www.linkedin.com/pulse/10-proven-strategies-boost-conversion-rates-digital-marketers-rizvi/
  53. Rohovnin, O. (2024, April 12). Conversion rate optimization guide: how to drive users to conversion. Phonexa. https://phonexa.com/blog/cro-best-practices-for-business/?keyword=&matchtype=&adposition=&device=c&network=x&campaign=21118273883%E2%80%A6
  54. Saleem, H., Uddin, M. K. S., Habib-ur-Rehman, S., Saleem, S., & Aslam, A. M. (2019). Strategic data driven approach to improve conversion rates and sales performance of e-commerce websites. International Journal of Scientific & Engineering Research, 10(4), 588-593.
  55. Seah, N. (2023, February 28). 14 ways to increase your sales conversion rate. Cognism. https://www.cognism.com/blog/how-to-improve-sales-conversion-rate
  56. Sharma, S., Singh, G., & Pratt, S. (2020). Does consumers’ intention to purchase travel online differ across generations?: Empirical evidence from Australia. Australasian Journal of Information Systems, 24. https://doi.org/10.3127/ajis.v24i0.2751
  57. Smith, C. (n.d.). 10 ways to increase order conversion rates. https://pt.slideshare.net/slideshow/vwo-trinity-webinar-10-ways-to-convert-more-orders/69245287
  58. Smith, S. (2017). Practical tourism research. 2nd Edition. CABI
  59. Social Media Today (2014, March 30). Techniques to improve digital customer conversion metrics. https://www.socialmediatoday.com/content/techniques-improve-digital-customer-conversion-metrics
  60. Soonsawad, P. (2013). Developing a new model for conversion rate optimization: A case study. International Journal of Business and Management, 8(10), 41-51. http://dx.doi.org/10.5539/ijbm.v8n10p41
  61. Strehlow, R. (2021, June 28). What is a good conversion rate? How to calculate and increase your own. Wix. https://www.wix.com/blog/increase-your-websites-conversion-rate?psafe_param=1&utm_source=google&utm_medium=cpc&utm_campaign=137°%oE2ņ%o80°%oA6
  62. Stripe (2023, October 30). Como aumentar a conversão no checkout: 11 táticas que toda empresa deve conhecer [How to increase checkout conversion: 11 tactics every business should know]. https://stripe.com/pt-pt/resources/more/how-to-increase-checkout-conversion
  63. Sürme, M., & Ince, E. (2023). Smart destination selection process: Research on generation Y tourists. European Journal of Tourism, Hospitality and Recreation, 13(1), 26-39. https://doi.org/10.2478/ejthr-2023-0003
  64. Tamrazyan, G. (2023, September 06). 37 expert tips to increase conversion rate. Simtech. https://simtechdev.com/blog/5-tips-from-digital-marketer-to-improve-conversion-from-digital-marketer/
  65. Tang, L., Wang, X., & Kim, E. (2022). Predicting conversion rates in online hotel bookings with customer reviews. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1264-1278. https://doi.org/10.3390/jtaer17040064
  66. Veal, A. J. (2018). Research Methods for Leisure and Tourism. 5th Edition. Pearson.
  67. Widmer, B. (n.d.). Increase your conversion rate with these 14 pro tips. FlowBox. https://getflow-box.com/blog/increase-your-conversion-rate/
  68. Wlodarczyk, A. (2023, January 18). How to increase your website’s conversion rate: A comprehensive guide to website conversion. Call Page. https://www.callpage.io/blog/posts/increase-your-website-conversion-rate
  69. Wordstream (n.d.) Conversion rate optimization (CRO): How to optimize conversion rates for PPC. https://www.wordstream.com/conversion-rate-optimization
  70. Zhang, R. A., Zantedeschi, D., & Shivendu, S. (2019, January). Gauge the trade–off effects between social media and traditional platform in the consumer purchasing funnel. [Conference paper]. 52nd Hawaii International Conference on System Sciences, Maui, USA, 842-851. http://hdl.handle. net/10125/59524
  71. Zimmermann, R., & Auinger, A. (2023). Developing a conversion rate optimization framework for digital retailers—case study. Journal of Marketing Analytics, 11(2), 233-243. https://doi.org/10.1057/s41270-022-00161-y
  72. Zumstein, D., & Kotowski, W. (2020). Success factors of e-commerce: drivers of the conversion rate and basket value [Conference paper]. In P. Kommers, B. Bontchev, & P. Isaias (Eds.), 18th International Conference e-Society 2020, 43–50. IADIS Press. https://digitalcollection.zhaw.ch/handle/11475/19993132
DOI: https://doi.org/10.2478/ejthr-2026-0010 | Journal eISSN: 2182-4924 | Journal ISSN: 2182-4916
Language: English
Page range: 119 - 134
Submitted on: Apr 25, 2025
Accepted on: Jul 25, 2025
Published on: May 18, 2026
Published by: Polytechnic Institute of Leiria
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2026 Ângela Lopes, Paulo Pereira, published by Polytechnic Institute of Leiria
This work is licensed under the Creative Commons Attribution 4.0 License.