Do It Wrong Quickly: Converting Consumers to Customers

The last point in Moran’s book that I want to elaborate on is conversion because this was one of the key takeaways for me from this book.

Why are companies doing Internet marketing at all? They want to convert potential customers into real, actual customers. As a result, Internet marketing is not only about increasing brand awareness, it is about getting new customers and retaining current customers to increase offline and/or online sales. This again shows how important result measurement is. Moran gives the reader a great framework for tying offline sales to the web. One way to track online conversion is to offer discount coupons on the web site asking customers to bring a printout to the store. H&M is using this method several times throughout the year in most of its markets. Here is one example: