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What is Conversion Marketing?

In the world of eCommerce, conversion rates are king. Conversion rates represent the percentage of visitors to an eCommerce website that complete a desired action, such as making a purchase or filling out a form. Improving conversion rates is critical to the success of an eCommerce business, and conversion marketing is the process of optimizing a website to increase conversion rates.

Ways to improve conversion rates

Conversion marketing involves understanding the customer journey and making changes to the website design and user experience to improve the likelihood of a visitor completing a desired action. There are many strategies that eCommerce businesses can use to improve conversion rates, including:

  1. Improve website speed: Slow website speeds can lead to high bounce rates, meaning that visitors leave the site before completing a desired action. eCommerce businesses can improve website speed by optimizing images, reducing the number of plugins used, and using a content delivery network (CDN) or Global Data Network (GDN) to serve content.
  2. Simplify the checkout process: The checkout process can be a significant barrier to conversion, so eCommerce businesses should focus on simplifying the process as much as possible. This can include reducing the number of steps required to complete a purchase, offering multiple payment options, and providing a guest checkout option.
  3. Use customer reviews and testimonials: Social proof can be a powerful motivator for eCommerce customers. By featuring customer reviews and testimonials prominently on the website, eCommerce businesses can increase trust and credibility with potential customers.
  4. Offer free shipping: Shipping costs can be a significant barrier to conversion, so offering free shipping can be a powerful incentive for customers to complete a purchase. eCommerce businesses can experiment with different free shipping thresholds to find the optimal balance between profitability and customer satisfaction.
  5. Use retargeting ads: Retargeting ads can be a highly effective way to bring customers back to an eCommerce website after they have left. By using cookies to track website visitors and serving them targeted ads on other websites, eCommerce businesses can increase the likelihood of a customer returning to complete a purchase.

In addition to these strategies, eCommerce businesses should also be regularly monitoring and analyzing their conversion rates to identify areas for improvement. This can involve using tools such as Google Analytics to track website traffic and user behavior, and A/B testing to experiment with different website designs and strategies.


In conclusion, conversion marketing is an essential aspect of eCommerce success. By understanding the customer journey and making changes to improve the user experience, eCommerce businesses can increase conversion rates and drive revenue growth. While there is no one-size-fits-all approach to improving conversion rates, the strategies outlined above can serve as a useful starting point for eCommerce businesses looking to optimize their websites and increase conversion rates.

Learn more about how Macrometa's eCommerce and retail solutions can optimize your website and take the brief website assessment, or chat with a solutions expert.

Related Reading:

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Optimizing Website Performance In The Ecommerce Customer Journey

Enhancing The Ecommerce Customer Journey With Real-Time Analytics And Personalization

Drive Sales with Real-Time Data In The Ecommerce Customer Journey

Leverage Real-Time Data For Effective Customer Retention

Social Proof Vs. Customer Sentiment Analysis

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