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What is a conversion? – Guide for eCommerce marketers

June 7th 2021


By Dominic Carelse

Marketing Manager

Online shopper converting

Conversions are the fuel marketing runs on. I know, you thought Red Bull and crisps kept the whole thing running. Nope, conversions. We talk about the numbers at every meeting and are consumed with learning how to get more. But what is a conversion? Why do marketers obsess over them? And is there a magic potion for getting more of them — faster?

What is a conversion?

Marketing conversion is the process of turning website visitors into paying customers. It’s essentially the goal of any marketing effort – to convert interest or engagement into a desired action, typically a purchase. This action signifies a successful response to a call-to-action (CTA) and can vary depending on the business goals; it may be a product purchase, a subscription to a newsletter, downloading an app, or filling out a contact form.

How to get website visitors to convert into customers

The first step to conversion is understanding your target audience’s needs, preferences, and pain points. Conduct market research, analyze customer data, and create buyer personas to identify who your ideal customers are and what motivates them to make a purchase.

Then, create a destination where your audience feels comfortable making a purchase. Ensure your website is user-friendly, visually appealing, and optimized for conversions. 

This includes:

  • Clear, intuitive navigation: Help visitors easily find the most important sections of your site, such as product pages or sign-up forms.
  • Compelling content: Create engaging, informative content addressing customer pain points and showcasing the benefits of your products or services.
  • Prominent, persuasive CTAs: Communicate your offering’s value and direct visitors to take the desired action.
  • Mobile optimization: More and more users are accessing your site via their mobile device, so it must be responsive across devices.
  • Offer value: Incentivize the conversion. This could include discounts or promotions, free trials or samples of your products to allow customers to experience their benefits firsthand, or free content in exchange for their contact information.
  • Build trust: Provide social proof and ease any concerns or objections they may have by showcasing testimonials and reviews from satisfied customers; displaying trust badges, security seals, or SSL certificates to assure visitors that their information is secure; and clearly communicate your return policy, shipping information, and any guarantees to provide transparency and reassurance to potential customers.
  • Optimize your checkout: Two great ways to reduce friction are a guest checkout option and progress indicators. Also, test drive your checkout and cut as many steps as possible. Finally, offer a variety of payment options to increase convenience for shoppers.
  • Retarget and re-engage non-converters: Analyze user behavior to create targeted, triggered messages that are relevant to individual preferences and pain points. This will significantly increase the chances of conversion.
  • Track, analyze and optimize: Monitor your website’s performance and track conversion-related metrics, such as traffic sources, page views, bounce rates, and conversions. With Fresh Relevance Auto Optimize, quickly identify and deploy your best-performing content for maximum ROI with auto-ending A/B testing and AI-driven optimization.

By continuously refining your approach based on data and feedback, you can improve your conversion rate and ultimately drive more sales and revenue.

Instruments used by marketing teams to boost conversion rates

Marketing teams deploy a diverse arsenal of instruments, each meticulously chosen for its potential to resonate with customers and prospects and streamline their journey toward a purchase.

Here, we discuss 14 essential tools for turning browsers into buyers.

eCommerce personalization

eCommerce personalization involves tailoring the online shopping experience to individual users based on their preferences, behaviors, and demographics. This can include personalized product recommendations, targeted promotions, and customized content to enhance engagement and increase conversions. Personalization creates a more relevant, seamless shopping experience for customers, ultimately driving higher conversion rates.

Personalized product recommendations

Personalized product recommendations are suggestions provided to users based on their browsing history, purchase behavior, and preferences. By analyzing customer data, such as past purchases and viewed products, marketers can offer relevant product recommendations to users, increasing the likelihood of conversion by presenting items that align with their interests and needs.

Dynamic content

Dynamic content refers to website elements or marketing messages that change based on user behavior, preferences, or other contextual factors. For example, dynamically updating product recommendations or displaying personalized messages based on a user’s location or browsing history. Dynamic content helps capture attention, improve relevance, and drive conversions by delivering tailored experiences to individual users.

Online behavioral targeting

Online behavioral targeting involves tracking and analyzing user behaviors, such as website visits, clicks, and interactions, to deliver targeted advertising or personalized content. By understanding user interests and preferences, marketers can tailor their messaging and offers to specific audience segments, increasing the likelihood of conversion by delivering more relevant and timely content to users.

Market segmentation

Market segmentation involves dividing a target market into distinct groups based on shared characteristics, such as demographics, psychographics, or behavior. By segmenting the market, marketers can better understand and target different customer segments with tailored marketing messages, products, and offers, increasing the effectiveness of their campaigns and driving higher conversion rates.

Browse abandonment

Browse abandonment refers to when a user visits a website, views products or content, but leaves without completing a desired action, such as making a purchase. Marketers can use browse abandonment emails or retargeting campaigns to reengage these users, reminding them of the products they viewed and encouraging them to return to complete their purchase, thus boosting conversion rates.

Cart abandonment emails

Cart abandonment occurs when a user adds items to their shopping cart but leaves the website without completing the purchase. Marketers can implement cart abandonment emails or retargeting ads to remind users of their abandoned carts and incentivize them to complete their purchase, such as offering discounts or free shipping, thereby recovering potentially lost sales and improving conversion rates.


Geotargeting involves delivering tailored content or advertisements to users based on their geographic location. By targeting users with relevant offers or messages based on their location, marketers can increase the relevance and effectiveness of their campaigns, driving higher conversion rates by delivering more personalized and localized experiences to users.

Social proof

Social proof uses customer testimonials, reviews, ratings, and endorsements to build trust and credibility with potential customers. By showcasing positive experiences and feedback from satisfied customers, marketers can alleviate concerns and objections, increasing confidence and persuading users to convert.

Testing and optimization

Testing and optimization involve experimenting with different marketing strategies, messages, and website elements to identify what resonates most with your audience and drives the highest conversions. Through A/B testing, multivariate testing, and ongoing optimization efforts, marketers can continuously improve their campaigns and website performance to maximize conversion rates.

Customer data management

Customer data management is the collection, storage, and analysis of customer data to gain insights into customer behavior, preferences, and needs. By effectively managing and leveraging customer data, marketers can personalize their marketing efforts, target specific audience segments, and optimize campaigns for higher conversion rates.

Customer data capture

Customer data capture is the process of collecting information about users, such as email addresses, demographics, and purchase history. By capturing relevant customer data through website forms, surveys, and interactions, marketers can build a comprehensive understanding of their audience and tailor their marketing efforts to drive higher conversions.

SMS marketing

SMS marketing involves sending targeted promotional messages, offers, or updates to customers via text messaging. By reaching customers directly on their mobile devices, SMS marketing can be an effective channel for driving conversions, particularly for time-sensitive promotions or personalized offers that prompt immediate action.

B2B marketing

B2B marketing efforts are directed at businesses or other organizations rather than individual consumers. B2B marketers use strategies such as account-based marketing, lead nurturing, and content marketing to attract, engage, and convert potential clients. By focusing on building relationships and providing value to key decision-makers within your target organizations, B2B marketers can drive conversions and ultimately grow their business.

These instruments are essential components of a comprehensive marketing strategy aimed at boosting conversion rates and driving business growth. By leveraging data, personalization, targeting, and optimization techniques, marketers can create more relevant, engaging, and effective experiences that lead to higher conversion rates and increased revenue.


Conversions are not just about numbers; they are about relationships and the alchemy of turning interest into action. They are a testament to a brand’s ability to resonate with its audience and fulfill their needs. For marketers, conversions are the compass that directs strategic decisions, indicating when to pivot and persevere.

As we conclude, remember that the magic potion for more conversions isn’t found in a single tool or tactic but in a marketer’s ability to connect with the customer’s journey, optimize every touchpoint, and continuously adapt with agility. This blog post is your map to that treasure trove of conversions, each word a step toward the ultimate goal of marketing — turning visitors into valued customers. 


By Dominic Carelse

Marketing Manager