A leanness index proposal for e-commerce sites

This study aims to examine the importance and applicability of the concept of simplicity in the field of digital marketing. With the rapid advancement of technological developments today, the significance of digital channels in the interaction between businesses and consumers is increasing. However, the complexity in the design of websites and applications can sometimes cause processes to take longer than necessary. This situation can negatively impact the customer experience of businesses and limit their ability to provide timely services to gain a competitive advantage. Lean thinking is defined as a production and management system that operates with a philosophy of continuous improvement, free from waste. In this context, lean measurement has been developed to measure the current state of businesses that want to apply the lean production philosophy and help them make improvements. Within the scope of this study, by utilizing the literature on digital marketing and lean philosophy, it is aimed to evaluate and improve the leanness of processes on digital platforms. The main objective of this study is to develop a leanness index in the field of digital marketing and to present a methodology for applying it to an e-commerce platform. In this context, it is planned to measure the leanness index of two different e-commerce platforms and to provide improvement suggestions based on the results obtained. This study aims to contribute practically to understanding the concept of leanness in the field of digital marketing and to improving the customer experience of businesses. In this context, the leanness index prepared by examining two different e-commerce sites has been used to measure the leanness score.