Abstract
Purpose: This paper explores the integration of behavioral economics into the digital marketing landscape, emphasizing its potential to enhance conversion rates.
 Methodology: It highlights the significance of understanding human decision-making, incorporating behavioral elements into user profiles, and implementing a comprehensive conversion rate optimization framework.
 Findings: However, ethical considerations are crucial in this context, necessitating transparency, user autonomy, and responsible data handling to build enduring trust.
 Unique contributor to theory, policy and practice: As technology evolves, particularly with the rise of AI, establishing and reinforcing ethical guidelines becomes imperative for organizations to navigate the digital landscape with integrity and responsible behavioral economics practices.
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