SUMMARY: Increasing your siteís conversion rate is an incremental process. You earn a few jumps here and there, but itís the steady accumulation of small lifts that yields big results over time.
Build.com takes an incremental approach to personalizing the shopping experience for each visitor. This article describes how the team used banner ads to increase conversion rates by up to 6% for its affiliate traffic. Youíll see how the team spotted and seized the opportunity, and how the campaign fits into a larger strategy.