What Is a Product Line Extension?

Think about when you really want that package of chocolate chip cookies. Let's call them YumYum
Cookies. As you walk by the display in the grocery store, you pick up a package and look at the food
label. You see the number of calories, and you just can't buy them.
However, what if there was a light version of YumYum Cookies with half the number of calories?
You'd put that package in your cart, wouldn't you? Making a light version, creating a mint flavor,
offering a snack version, and creating a special Halloween orange and black cookie, are types of
product line extensions.
A product line extension is when a company creates a new product in the same product line of an
existing brand. The strategy for an extension could be a different color or size, and it may have
different ingredients or come in different flavors. The company is marketing the value and quality of
the existing product line to introduce more choices to consumers.
Product line extension adalah ketika perusahaan menciptakaan produk baru di line produk yang
sama pada brand yang telah ada. Strategi untuk ekstensi dapat berupa perbedaan jenis warna atau
ukuran, dan kemungkinan mempunyai ingredient atau flavor yang berbeda yang berbeda.
Perusahaan memasarkan nilai dan kualitas line produk yang tersedia untuk mengenalkan lebih
banyak pilihan ke konsumen. Product line extensions memiliki risiko yang rendah karena sudah
mempunyai brand yang terkenal. Contoh : produk chocolate chip cookies “Yum Yum Cookies”.
Ketika ada orang yang ingin membeli dan lihat informasi nilai gizi, ternyata kalorinya tinggi sehingga
orang tidak jadi membelinya. Tapi pembeli melihat “Yum Yum Cookies” lain yang menonjol ada
tulisan 50% lebih rendah kalori, maka pembeli tersebut langsung akan membelinya. Selain itu pabrik
juga mengembangkan flavor lain, seperti “Yum Yum Cookies” rasa mint, jeruk dan sebagianya.
Selain itu perusahaan juga membuat produk special edition seperti pada saat Halloween (cookie
yang berwarna oren dan hitam) dan Valentine (bentuk cookies adalah love).
Product line extensions are fairly low risk because you already have a successful brand. But, you
don't want to overexpose your brand to the point where consumers are confused about what types of
products you offer. So, it's important to maximize your exposure, but be smart about it. There may
be times when a brand extension is a better marketing decision.
https://study.com/academy/lesson/product-line-extension-definition-strategies-example.html

Conversion marketing
From Wikipedia, the free encyclopedia

The lead section of this article may need to be rewritten. Please discuss this
issue on the article's talk page. Use the lead layout guide to ensure the
section follows Wikipedia's norms and to be inclusive of all essential
details. (June 2015) (Learn how and when to remove this template message)
 Example

In electronic commerce, conversion marketing is the act of marketing with the intention of
increasing conversions, that is, site visitors who are paying customers.[citation needed] The process of
improving the conversion rate is called conversion rate optimization. However, different sites may
consider a "conversion" to be some sort of result other than a sale.[1] One example of a conversion
event other than a sale is if a customer were to abandon an online shopping cart, the company could
market a special offer, for example, free shipping, to convert the visitor into a paying customer. A
company may also try to recover the abandoner through an online engagement method such as
proactive chat in an attempt to assist the customer through the purchase process.[2]

Contents
[hide]

 1Measures
 2Conversion rate
 3Common conversion marketing services
 4Methods of increasing conversion rates in e-commerce
 5See also
 6References

Measures[edit]
The efficacy of conversion marketing is measured by the conversion rate, i.e. the number of
customers who have completed a transaction divided by the total number of website visitors. Since
conversion rates for electronic storefronts are usually very low,[3] conversion marketing can be a
useful way to boost this number, online revenue, and overall website traffic.
Conversion marketing attempts to solve the issue of low online conversion through
optimized customer service. To accomplish this it requires a complex combination of
personalized customer experience management, web analytics, and the use of customer feedback
to contribute to process flow improvement and overall site design.[4]
Conversion marketing is commonly viewed as a long-term investment rather than a quick fix by
focusing more on improving site flow, online customer service channels, and online
experience.[5] Increased site traffic over the past 10 years has done very little to increase overall
conversion rates so conversion marketing focuses not on driving additional traffic but on converting
existing traffic. It requires proactive engagement with consumers using real time analytics to
determine if visitors are confused and show likely signs of abandoning the site. Then developing the
tools and messages to inform them about available products, and ultimately persuading them to
convert online. Ideally, the customer would maintain a relationship post-sale through support or re-
engagement campaigns. Conversion marketing affects all phases of the customer life-cycle, and
several conversion marketing solutions are utilized to help ease the transition from one phase to the
next.

Conversion rate[edit]
The conversion rate is the proportion of visitors to a website who take action to go beyond a casual
content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and
content creators.

Successful conversions are defined differently by individual marketers, advertisers, and content
creators. To online retailers, for example, a successful conversion may be defined as the sale of
a product to a consumer whose interest in the item was initially sparked by clicking a banner
advertisement. To content creators, a successful conversion may refer to a membership
registration, newsletter subscription, software download, or other activity.
For websites that seek to generate offline responses, for example telephone calls or foot traffic
to a store, measuring conversion rates can be difficult because a phone call or personal visit is
not automatically traced to its source, such as the Yellow Pages, website, or referral. Possible
solutions include asking each caller or shopper how they heard about the business and using a
toll-free number on the website that forwards to the existing line.
For websites where the response occurs on the site itself, a conversion funnel can be set up in a
site's analytics package to track user behavior.

Common conversion marketing services[edit]

 Recommendations – Behavioral analysis that identifies products and content relevant to the
customer’s perceived intent.
 Targeted Offers – Targeting attempts to fit the right promotion with the right customer based
upon behavioral and demographic information.
 Ratings and Reviews – Using user-generated ratings and reviews to increase conversion
rates, capture feedback, and engender visitor’s trust.
 Email Personalization – Email with embedded recommendations and chat that are tailored
personally to the recipient.
 Chat – As consumers tend to abandon sites after only three clicks, attempts to use proactive
chat, reactive chat, exit chat, and click-to-call to convert consumers quickly.
 Click-to-Call – Supports cross-channel conversion without losing the context of the
conversation when visitors move from the website to the phone.
 Co-Browsing – Tool for support agent infrastructure (chat or call) to assist customers in
transacting online.
 Voice of the Customer – Feedback about products, services, and online experiences that is
captured through carefully analyzed structured and unstructured data.
 Automated Guides – predetermined steps that allow a customer to better understand
product features, and options to assist with the selection process.
 Re-Targeting – Identification of visitors interested in particular products or services based on
previous site browsing or search to offer relevant content through targeted ad placement.

Methods of increasing conversion rates in e-commerce[edit]

Among many possible actions to increase the conversion rate, the most relevant may be:
 Employ Attention, Interest, Desire, Action (AIDA) principles to design the user experience
through the conversion funnel
 Enhance the user's credibility and trust in the site, the product, and the business by
displaying third-party trust logos and by quality site design
 Improve site navigation structure so that users can browse and shop with minimal effort
 Improve and focus the website content, including text, photographs, illustrations, and video,
towards target conversion
 Review, and edit or remove obsolete or distracting data
 Increase usability to reduce barriers to conversion
 Create a self-serving customer service format by letting the user reach informative answers
quickly with a learning database.[citation needed]
 Offer active help (e.g. live chat, co-browsing)
 Generate user reviews of the product or service
 Gather a baseline user experience by recording user actions and compiling key
objections[citation needed]
 Enable clear tracking of standardized metrics using website analytics software for a
predetermined conversion goal (e.g. "increase volume of newsletter subscriptions" or
"decrease shopping cart abandonment percentage rate")
 Take repeated action to monitor and improve the site, based on quantitative and qualitative
metrics

See also[edit]
 Conversion optimization
 Win-loss analytics
 Conversion funnel

References[edit]
1. Jump up^ "Conversion Rate".
2. Jump up^ "Conversion Marketing".
3. Jump up^ Heathman, Bryan. "Conversion Marketing: The Online Marketing Economy" (PDF).
Retrieved 18 February 2012.
4. Jump up^ De Clerck, JP. "Customer intelligence: why and how a data-driven business is a
customer-centric business". Retrieved 3 April 2012.
5. Jump up^ Brinker, Scott. "Conversion Optimization Is The New SEO". Retrieved 5 April 2012.

 Berkeley-Study on Conversion rate in Spam [1]