i-com Band 20 (2021) Heft 1

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Zeitschriftenartikel
Growth Marketing Considered Harmful
(i-com: Vol. 20, No. 1, 2021) Speicher, Maximilian
In today’s e-commerce industry, conversion rate optimization is often considered essentially the same as user experience optimization. In addition, there is a strong focus on quantitative experimentation, which some deem a jack-of-all-trades solution, often at the expense of qualitative user experience research. Both are worrying developments. This essay elaborates on why it is harmful to consider conversion rate optimization and user experience optimization to be the same thing in the context of growth marketing, and how the three concepts are interrelated.