One of the main points discussed in this chapter is the conversion rate. The author is interested in knowing whether retailers and marketers know the percentage of shoppers who become buyers. Conversion rate is a critical aspect to measure performance. Promotion, marketing, and advertisement can increase the number of shoppers but it is the job of the merchandise, employees and the store to turn them into buyers. I agree with the author that marketers and retailers have no clue of the ratio of consumers who turn to buyers against those who do not. I would advise retailers and marketers to examine why shoppers are not converting. Possible causes include limited sales, long lines or unavailable stock. It is vital to take time and observe behaviors in a store and understand why consumers are disengaging and improve on that. However, in as much as conversion rate is a vital aspect in retailing, I believe the author could make more sense if he focused his attention on the profits made. I do not dispute his ideas, but it would be tedious and awkward for retailers to be counting the number of shoppers they receive and those who turn to buyers. Focusing on whether one is making profits or not should the most important factor retailers and marketers could consider.
In the US mobile retailers have lower conversion rates as compared to others. While mobile websites record an increasing overall use every year, the conversion rates for mobile retailers have been underwhelming. Price alone is not the most vital factor explaining the low conversion rate rather poor customer experience is another concern. For instance, desktops have recorded a higher conversion rate than phones because of their easier navigation of pages (Ryan 1). The images below indicate the conversion rates between desktops and mobile phones;
Figure 1 Image indicating conversion rates (Ryan 1)
Ryan, Tom. “Why Are Mobile Conversion Rates so Low?” RetailWire, 2016, www.retailwire.com/discussion/why-are-mobile-conversion-rates-so-low/. Accessed 17 September 2019.
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