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Concept
Conversion marketing
Summary
In electronic commerce, conversion marketing is marketing with the intention of increasing conversions—that is, site visitors who are paying customers.
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 the 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 on 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.
The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.
Successful conversions are defined differently by individual marketers, advertisers, and content creators. For online retailers, for example, a successful conversion may be defined as the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. For content creators, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity.
Official source
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