## 3 Conceptual Framework and Hypotheses Development  
Due to the rapid changes in Internet and the use of Marketing in the 2.0 environment, there was little academic research about Digital Marketing available until a few years ago. A review of the main research journals dealing with the type of research we are interested in shows that the main topics of research which have been carried out are Digital Marketing, Electronic Commerce, Social Media Marketing, B2C and B2B practices, Email marketing, Digital campaigns, Search Engine Marketing and Optimization (SEM and SEO), Web Analytics for Social Media and Digital marketing, Mobile marketing and Video marketing. \begin{table}
\begin{tabular}{c c} \hline \hline
**Author** & **Definition** \\ \hline American Marketing Association (AMA) & Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. \\ \hline [PERSON] (2008) [31] & “What a company does to publicize, promote and sell products and services on the Internet.” \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Definitions of Digital Marketing. This study aimed to discover the factors which influence the number of Leads obtained on the Internet by a company. This was done by analyzing the online consumer purchase process. A detailed literature review was undertaken to find out how these factors are used in the main Internet Marketing channels [1]. The actions taken in the online consumer purchase process for Leads acquisition and loyalty were grouped into the following research categories and then studied [15]. Conversions are the actions which the webmaster or web designer wants users to take. Some examples of conversions are purchase, completed form, user registration, subscription to a service, duration of the visit, comment on content, share content, download a document and request a call. The following hypothesis was proposed after taking into account the above:  
**H1:**: _The duration of the B2C session affects the number of conversions achieved_. A new user is considered to be a user who visits a website for the first time. In technical terms, a new user is a user whose browser does not have a previously stored cookie [4]. A bounce is a visit to a website that does not connect with the website and immediately leaves it. There are tools that consider a bounce to be a visit only sees one page on the site. However, others consider a bounce to be a visit which is shorter than a number of predefined seconds. Another very important indicator is the bounce rate of a website (globally). This is calculated as the number of rebounds from the total number of visits. It is an excellent indicator of the quality of the contents and how well the audience accepts them, as well as the strategy proposed. Authors indicate that the bounce rate can be calculated for the entire site, for a section or group of contents or for individual content [40]. The following hypothesis was proposed after taking into account the above:  
**H2:**: _The bounce rate in B2C affects the number of conversions achieved_. The number of conversions can be a measure of the success of a campaign and gives information that can be used to act accordingly by either optimizing the campaign content (banners, keywords, and bid strategy) or modifying the daily or monthly investment budget. As seen in the section about non-scientific studies and research into Digital Marketing and Web Analytics; traffic sources are needed in order to analyse the actions made and traffic received on a website. The following hypothesis were proposed after taking into account the above:  
**H3:**: _The source of the traffic in B2C affects the number of conversions achieved_. The traffic sources can be categorized for analysis into direct traffic; SEO traffic; SEM traffic; social traffic; display traffic; referred traffic; Emailing traffic and traffic from other sources.