A marketing tactic that encourages a customer to take a specific action. In electronic commerce, conversion marketing is the phrase used to often describe the act of converting a customer who browses your site to a paying customer. For example, if a customer abandons their shopping cart, the merchant may market a special offer (e.g. free shipping or discount) to convert the customer from browser to paying customer. Conversion marketing is measured by conversion rate the percentage of visitors who take the desired action.