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Conversion

Conversion defines how to transact with an end-user.

Conversion is a subset of overall E-Business strategy because these functions focus on the transactions with a consumer and/or customer via the touch-points they make with the systems in your business. This can be via a direct-to-consumer website, retail partner website, in-store kiosks, mobile site, or otherwise.

The pillars of Conversion are:

Internal Site Search

Internal site search is big business. Hopefully you're dedicating resources to Search Engine Marketing and Search Engine Optimization for public engines like Google and Bing. What about internal site searches happening on your site? The same type of analysis should be done on these terms and content/site optimization. Why? These visitors are even further down the purchase conversion funnel -- they have already arrived at your site, expressed interest, now you need to just provide them with the information they need.

A/B & Multivariate Testing

How do you know which promotion works best? How do you know which content layout works best? You test it. Measure the effectiveness and increase relevance of online content through testing methods such as these to ensure you are delivering the best possible experience that enables visitors to achieve their desired goals on your site.

Online Merchandising

The online merchandising pillar works closely with the Content & User Experience Strategy pillar to drive conversions through the various touch-points included the E-Commerce strategy. Online Merchandising is less about design and more about segmentation and targeted marketing.