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1 

Awareness efficiency:  target   web‑  users/all   web‑  users.

2 

Locatability or attractability efficiency: number of individual visits/number of 

seekers.

3 

Contact efficiency: number of active visitors/number of visits.

4 

Conversion efficiency: number of purchases/number of active visits.

5 

Retention efficiency: number of repurchases/number of purchases.

This model is instructive for improving Internet marketing within an organisation 

since these different types of conversion efficiency are key to understanding how 

effective online and offline marketing communications are in achieving marketing 

outcomes.

Figure 5.14

An example of conversion modelling for an online retailer

REACH of channel

1,000,000

E-channel

5.0%

1.00%