Conversion rate in measuring success

Much has been written about how retailers can increase their conversion rate to drive more revenue. That’s definitely a strategy to increase revenue, and it does work, but in an increasingly competitive marketplace, increasing conversion rate dramatically is no longer possible. In 2010 I was working with plenty of brands that had conversion rates of over five per cent, with one brand in particular boasting a 17 per cent conversion rate. That set the scene for most brands – that the best

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