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.
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