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Conversion modelling for  sell‑  side e‑commerce

Experienced e-commerce managers build conversion or waterfall models of the efficiency 

of their web marketing to assist with forecasting future sales. Using this approach, the total 

online demand for a service in a particular market can be estimated and then the success of the 

company in achieving a share of this market determined. 

Conversion marketing

 tactics can 

then be created to convert as many potential site visitors as possible into actual visitors and 

then convert these into leads, customers and repeat customers. Box 5.4 gives further details.