Recommendationd for Optimizing Conversion Rates on Websites and for the Use of Social Media Marketing
VANK Coworx is a coworking space for organizations, start-ups, students, and individuals that have the focus on working together and benefiting from each other through networking and establishing business relationships and friendships.
Celine Houchaimi, 2021
Bachelor Thesis, VANK Coworx
Betreuende Dozierende: Beat Birkenmeier
Keywords: Websites Conversion Rate
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As a modern workspace, VANK Coworx aims to stand as an exemplary model for coworking spaces and to communicate effectively with existing and potential clients. However, to date, VANK Coworx does not have a clear online communication strategy to reach its target audience. Also, conversion rates on the company’s website and the reach via social media have been unsatisfactory. In order to receive recommendations on how to increase conversion rates and how to use social media, this bachelor thesis was initiated.
By collecting secondary data, analyzing VANK Coworx’s current online presence, conducting semi-structured interviews and analyzing competitors’ online presence, the author aimed to develop suggestions focusing on VANK Coworx’s website (www.vank-coworx.ch) and social media presence. The main objective was to identify best practices on conversion rate optimization through layout, navigation, and design and to analyze the need of social media marketing.
Central findings are that factors for optimizing conversion rates on websites are usability, user guidance and offer. Customer chose a coworking space based on criterion such as price-service ratio, location, and facilities. The website is essential when customers are looking for suppliers on the internet. There are a multitude of tasks that need to be tackled when higher conversions want to be achieved, including the implementation of a call-to-action button, the integration of customer recommendations or the improvement of page load time.
Goals of social media marketing are brand development, revenue generation and social care. A strong social media presence can make a company appear more modern, trustworthy, transparent, and approachable. Social media presence is not considered necessary for VANK Coworx. However, if accounts are operated, the number of platforms should be adapted to the resources of the company, as a strong presence is expected from the audience.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation