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okay let us now look at equation number one conversion this particular equation or machine as is demonstrated on the diagram illustrates how many people or browsers are converted into Shoppers or buying customers in your store at the top we put in all our browsers this might be a hundred people that walk through your store today and depending on how efficient your shopping experience is a certain percentage of these browsers will be converted into spending money if your conversion rate was 100% every single customer that walked through your front door would buy something if your conversion rate was Zero not a single person that entered your store would actually make a purchase for many of the businesses I visit in a consultancy capacity the business owner feels that his or her conversion rate is quite high and more often than not their perception of their conversion rate is much higher than ity in my opinion insufficient time is spent focusing on conversion rates in business and too often business and its people focus purely on how many browsers they can throw in the top of the equation or through the front door of their store from the many stores I work with the number one issue raised by the store owner is a lack of footfall if they get more people through the front door they would do the necessary business to continue to grow clearly getting more people through the front door is a sensible strategy but we shouldn't ignore the fact that significant growth can occur by focusing on the people that are already in the store so let's see the equation in action let us imagine during an hour five customers enter our store four of them have a little look round and leave one person picks something up and buys it your conversion rate is 1 out of five or in percentage terms 20% now let us introduce some improvements we asked better questions of the other four customers that came in we build some Rapport we engaged with them emotionally we demonstrated some products to them we had some compelling promotions and offers in key hotspots throughout the store that attracted customers and got them to make an impulse purchase let us imagine that a combination of all that activity resulted in one more person making a purchase the net effect of this is that your conversion rate has gone from 1 out of five to two out of five or in percentage terms from 20% to 40% this focused activity on your customers in store has doubled your turnover no cly investment in customer acquisition No Big Marketing campaigns outside the store just engaging with the customers who are already in the shop now that is conversion rate