Research on the design of CRO optimisation strategy for online marketing of tourism cultural and creative products based on GT-QFD

The research objective of this work will explore the means by which the online consumers in China, could be persuaded to translate their purchase intentions into action; through improving the users’ experience design of website interfaces for the cultural and creative products. This work combines GT with Quality Function Deployment (QFD) research method. The research also looks at the role of web page styles in the Conversion Rate Optimization (CRO) for online advertising of cultural and artistic goods. This is through a series of interviews and a detailed study of the target client group, together with the analysis of the available cases, in an attempt to ascertain the most effective ways to improving the online conversion rates of cultural and creative products. The implications for marketing are pointing out that improved strategies must aim at decreasing user frustration while using a website, at increasing the want/need desire of a user, at increasing website utility, and at moderately restricting the physical requirement on the consumer when it comes to using the website to go through web pages. Thus, it lays a reference reference and theoretical framework for innovative web interface design of cultural and creative products in China.