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dc.contributor.authorSpeicher, Maximilian
dc.date.accessioned2021-05-13T16:40:39Z
dc.date.available2021-05-13T16:40:39Z
dc.date.issued2021
dc.identifier.issn2196-6826
dc.identifier.urihttp://dl.gi.de/handle/20.500.12116/36427
dc.description.abstractIn 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.en
dc.language.isoen
dc.publisherDe Gruyter
dc.relation.ispartofi-com: Vol. 20, No. 1
dc.subjectconversion rate optimization
dc.subjectCRO
dc.subjectgrowth marketing
dc.subjectuser experience
dc.subjectUX
dc.titleGrowth Marketing Considered Harmfulen
dc.typeText/Journal Article
dc.pubPlaceBerlin
mci.reference.pages115-119
dc.identifier.doi10.1515/icom-2020-0016


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