The Role of Web Page Auditing in Centralized Payment Networks’ Digital Marketing Enhancement

Improvement of organizations’ websites depends on various factors, especially those referring to visitors’ satisfaction. When it comes to centralized payment network firms’ (CPNs) operation, there is no room for Web page usability issues. CPNs need to address whether their digital marketing performance, expressed by the growing number of website traffic, is affected by the issues that accrue to their Web pages. In this context, authors retrieved and analyzed website technical analytic and behavioral data for 60 consecutive days. The analysis that took place concerns the statistical analysis of data and capitalization of factors’ correlations and coefficients into the next stages. Deployment of diagnostic models, through fuzzy cognitive mapping and hybrid modeling via agent-based and dynamic models set up the paper’s next phases. Research’s results highlight the need for CPNs’ digital marketers to further develop and optimize their web pages for improved customer usability, since an increasing number of Web page issues could potentially pose serious effects on their digital marketing performance.