Conversion marketing

In electronic commerce, conversion marketing is marketing with the intention of increasing conversions--that is, site visitors who are paying customers. The process of improving the conversion rate is called conversion rate optimization. However, different sites may consider a 'conversion' to be a result other than a sale. Say a customer were to abandon an online shopping cart. The company could market a special offer, like free shipping, to convert the visitor into a paying customer. A company may also try to recover the customer through an online engagement method, such as proactive chat, to attempt to assist the customer through the purchase process. In electronic commerce, conversion marketing is marketing with the intention of increasing conversions--that is, site visitors who are paying customers. The process of improving the conversion rate is called conversion rate optimization. However, different sites may consider a 'conversion' to be a result other than a sale. Say a customer were to abandon an online shopping cart. The company could market a special offer, like free shipping, to convert the visitor into a paying customer. A company may also try to recover the customer through an online engagement method, such as proactive chat, to attempt to assist the customer through the purchase process. The efficacy of conversion marketing is measured by the conversion rate: the number of customers who have completed a transaction divided by the total number of website visitors. Conversion rates for electronic storefronts are usually low. Conversion marketing can boost this number as well as online revenue and website traffic. Conversion marketing attempts to solve low online conversions through optimized customer service, which requires a complex combination of personalized customer experience management, web analytics, and the use of customer feedback to contribute to process flow improvement and site design. By focusing on improving site flow, online customer service channels, and online experience conversion marketing is commonly viewed as a long-term investment rather than a quick fix . Increased site traffic over the past 10 years has done little to increase overall conversion rates, so conversion marketing focuses not on driving additional traffic but converting existing traffic. It requires proactive engagement with consumers using real time analytics to determine if visitors are confused and show signs of abandoning the site; then developing the tools and messages to inform consumers about available products, and ultimately persuading them to convert online. Ideally, the customer would maintain a relationship post-sale through support or re-engagement campaigns. Conversion marketing affects all phases of the customer life-cycle, and several conversion marketing solutions are utilized to help ease the transition from one phase to the next.