Personalization Terms

The complete glossary for marketers

Conversion Driver

The force that moves customers to a purchase or helps them overcome resistance prior to converting. A customer may have decided they want a product because it meets their requirements, but may require an extra conversion driver to complete the purchase.

Examples of conversion drivers include free shipping and handling and warranty offers. When you understand what motivates your customers, you can optimize the website experience to ensure your conversion drivers are tailored to your customers. 

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