How to improve Communication: Budapester increased mobile conversion by 29% As anyone in the eCommerce realm can attest to, it can be pretty disheartening when a major influx in traffic doesn't lead to an equally major spike in sales. Unfortunately, that's exactly what happened to German luxury fashion retailer Budapester a few years back. Astoundingly, the brand's website had been seeing hundreds of thousands of visitors each month-but its conversion rates were absolutely abysmal. The problem was even worse on mobile, where Budapester's conversion rate was less than half that of its desktop alternative. Upon realizing something needed to be done, the company's first order of business was to communicate its unique selling propositions and other offers and policies more clearly to its visitors. This meant displaying information regarding free delivery, shipping options, and product availability prominently within its individual product pages: Along with this, Budapester also tweaked its site's header-specifically, decreasing the logo's size, and adding the above-mentioned info at the very top of the page. Again, this made it much easier for visitors to learn about these policies and offers right away. Finally, the team also tweaked the appearance of its shopping cart page. Once more, the above information is now prominently displayed to the consumer- this time in two ways. In addition to the change to the header, the website now displays the company's offer for free shipping in a green font that stands out at the bottom of the screen. The end result of Budapester's efforts, as Growcode explains: QUESTION 4 Apart from e-Commerce, Budapester stretched their operating avenues to include mobile commerce (m- Commerce) and this is attested by this phrase: "The problem was even worse on mobile, where Budapester's conversion rate was less than half that of its desktop alternative". Present how m-Commerce emerged in the Third wave and identify which tracking technologies became known during this wave. (20 Marks)