Best for UPES MBA Ecommerce Solved Assignment and others
Answer
For managers to assess and improve the effectiveness of their customer relationship management implementation, evaluation using the conversion marketing concept is useful. In an online context, this assesses how effective marketing communications are in converting:
- Web browsers or offline audiences to site visitors;
- Site visitors to engaged site visitors who stay on the site and progress beyond the home page;
- Engaged site visitors to prospects (who are profiled for their characteristics and needs);
- Prospects into customers;
- Customers into repeat customers.
