The term Conversion Value Maximization (CVM) was coined by the Netmark staff in early 2010. At the time, a term or phrase didn’t exist that adequately described a marketing strategy that’s been used in walk-in retail stores for years. So we did what one might expect from a marketing company like ours. We invented a new term.

Since the addition of CVM to Netmark’s suite of services, our marketing teams have been able to take client campaigns further than previously thought possible. So what is CVM? Let’s look at a quick example. Consider the location of milk at a grocery store. Grocers almost always position milk at the back of their store. Why put it all of the way in the back where it’s hard to find? The answer is that it’s intentionally placed in a hard to find area to encourage customers to walk through the entire store and at the same time, expose customers to additional items the grocer would like to sell. The further the customer walks, the more opportunities the grocer gets to sell additional products. In effect, the grocer is hoping to raise the average revenue generated from each customer visiting the store.

We thought that by applying similar principles we could increase the value of each customer for our own marketing clients. It turns out we were right. Very right. We’ve found that it’s almost always easier to sell more to an existing customer than it is to get new visitors to buy an equal amount using the same amount of marketing dollars. That said, conversion value maximization has become a frequently requested service. Full implementation of this service helps to leverage the value of existing relationships with fewer marketing costs.

Four Types of CVM Analysis:

• Direct Competitors: Determine what they are already doing?
• Visitor Behavior: Review your website’s analytical statistics?
• Prior History: Study your customer & website purchase history.
• Walk-Ins: Look at the behavior of your walk-in customers.
• After the Analysis: Segmentation, Micro-Marketing, & Re-Marketing