Digital Marketing Strategies for Improving Sales Conversion on E-Commerce Platforms: An Empirical Study

Abstract

The rapid growth of e-commerce has intensified competition among online businesses, making the conversion of potential customers into actual buyers a critical marketing challenge. This study examines the influence of selected digital marketing strategies on sales conversion on e-commerce platforms. The study focuses on eight dimensions of digital marketing: Search Engine Optimisation (SEO), Content Marketing, Social Media Marketing, Paid Digital Advertising, Customer Reviews and Electronic Word-of-Mouth (e-WOM), Personalisation, User Experience (UX) and Mobile Optimisation. A quantitative and explanatory research design was adopted and primary data were collected from 500 consumers with prior experience of purchasing through e-commerce platforms using a structured questionnaire and a five-point Likert scale. Descriptive statistics, Cronbach’s alpha, Pearson correlation and multiple regression analysis were employed to analyse the data. The findings demonstrate that all eight digital marketing dimensions have significant positive relationships with sales conversion. The regression model is statistically significant (F = 120.34, p<0.001) and explains 66.3% of the variance in sales conversion (R² = 0.663). User Experience emerged as the strongest predictor (β = 0.267), followed by Customer Reviews/e-WOM (β = 0.214) and Mobile Optimisation (β = 0.198). The study concludes that e-commerce businesses should prioritise user-friendly experiences, customer trust, mobile accessibility, relevant content and personalised interactions while integrating promotional strategies to strengthen customer engagement and improve sales conversion.