The Next Wave Of Conversion?

I’ve often thought about how people buy online and how really the only difference is the technology we use to purchase the product or service. The psychology behind the purchase is no different. This article from Business Week got me thinking about how we’ve already begun to notice a shift in e-business from getting new customers, to getting loyal repeat customers (consumers).

When the first supermarkets attracted new customers, didn’t the successful ones keep their customer base loyal to their brand by offering loyalty cards, discounts and upsell’s at every opportunity?

Will the web go the same way? Will we see for instance Amazon and Ebay offering exclusive membership schemes which rack up points per purchase (with points meaning discounts or prizes) in exchange for your information so that they can serve ads to you (and of course charge advertisers a premium)? Isn’t that the way MSN, Google and Yahoo are already trying to go with things like Hotmail, Gmail and active desktops?

Will the next important conversion rate after the initial purchase soon be to sign up as a “gold member”. ‚Å

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

Posted in Conversion, General

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