Objective
Conversion (sales and e-commerce)
Turning interest into a sale, online or in store.
Conversion turns interest into a sale, online or in store, by removing what stands between someone ready to buy and the purchase. An integrated plan meets people at the moment of decision with search, retail media, reminders, messages and well-judged offers, and keeps the brand, the price and the promise the same at every step.
What matters when choosing
- A smooth path from message to purchase: the page, the basket and the store deliver what the ad promised.
- Reminders by email and messaging that are timely, consented to and easy to stop.
- Promotions judged on incremental profit over a long enough window, not on the height of the spike.
- Retargeting with frequency limits and exclusions, so that buyers are not chased after they have bought.
- Measures to steer and to prove: conversion rate and basket size, then incremental sales and profit tested against a control group.
Questions to ask vendors and agencies
- Which of these sales would have happened without the offer or the reminder?
- Where do people drop out between interest and purchase, and what will fix it?
- What does this promotion do to price perception, and to sales in the weeks after it ends?
Common mistakes
- Discounting so often that customers learn to wait for the next offer.
- Harvesting existing demand until there is nothing left to convert, because no one is building it.
- Reading the conversions a platform reports as proof that the spend caused them.
Typical disciplines Search (SEO and paid search) Digital advertising Email marketing Messaging marketing Sales promotion Affiliate and partner marketing
Platforms that fit (16)
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- BloomreachServes Conversion (sales and e-commerce)Strong match100
- BrazeServes Conversion (sales and e-commerce)Strong match100
- Google AdsServes Conversion (sales and e-commerce)Strong match100
- Meta Ads ManagerServes Conversion (sales and e-commerce)Strong match100
- Insider OneServes Conversion (sales and e-commerce)Strong match100
- HubSpot Marketing HubServes Conversion (sales and e-commerce)Strong match100