What is Latent Conversion?

Latent conversion occurs when a customer is first introduced to a brand or product through various marketing channels, such as search engine results, social media, or email marketing. They may not be ready to make a purchase at the time, but the exposure to the brand or product stays in their mind, and they may return to buy at a later date, as a result of remarketing campaigns or simply because the prospect recalled the brand.

In eCommerce, latent conversion is an important concept because it highlights the need for a consistent and comprehensive marketing strategy. By creating a strong brand presence and providing valuable information and resources to potential customers across a wide range of channels and touchpoints, companies can increase the likelihood of latent conversions. This is why having a well-designed website, engaging social media accounts, and targeted email marketing campaigns are all crucial components of an effective eCommerce marketing strategy.

For example, a customer may come across a new clothing brand while browsing social media, but they may not be ready to make a purchase at the time. However, if the brand provides engaging and informative content on their social media accounts and website, the customer is more likely to remember the brand and make a purchase in the future.

In conclusion, latent conversion is a valuable concept for eCommerce businesses to understand because it highlights the importance of creating a comprehensive and consistent marketing strategy that engages customers and provides valuable information and resources. By understanding latent conversion, online businesses can better understand the impact of their marketing efforts and work to maximize the number of latent conversions they generate, and as such their sales.