Tips to Improve Your Online Conversion Rate

Being relevant is the holy grail of marketing, Bair said. For online retailers, that relevance manifests itself by taking actions that are informed by knowing your customers, including their past purchases and browsing history, their location (via IP address), and what device they used to access your site (e.g., PC, tablet, smartphone). Retailers benefit from offering relevant online shopping experiences in the form of increased customer satisfaction, engagement, conversion rate and customer loyalty. No artificial incentive can outperform relevance, said Bair, quoting a vice president of e-commerce from a top 20 U.S. retailer.