Improve conversion rates and lower abandonment

Execute on the service and merchandising strategies to turn browsers into purchasers. Identify why locations differ in conversion rates and put actions in place to increase sales. 

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In one location, 2 out of every 10 customers purchase. In another, 4 out of every 10 customers purchase. Why 20% conversion in one location and 40% in another? Understanding that difference will become the key to ensuring that every location converts browsers into customers and delivers value back to the brand. How can you find those differences? Three ways.

  1. Use customer experience surveys to ask whether customers purchased—and why not. Simple branching techniques can quickly trace low conversion rates to merchandise, service, or traffic issues.
  2. Use customer intercepts to ask customers who exit your stores why they did or did not purchase. Market Force uses sophisticated sampling techniques to obtain market and store level data so you know the why’s behind conversion rates.
  3. Use data from traffic counters in conversion rate modeling. Customers in, customers out, POS data, and customer experience data combine to identify the critical drivers of conversion rates.

Is your investment in sales associate training paying off? If your retail stores encourage or require interactions with sales associates, it’s important to assess whether they assess needs, make recommendations, and close sales. That series of questions forms the backbone of any high touch retail model, and both our mystery shopping and customer experience surveys focus on understanding that equation. Our sales efficacy model pinpoints whether associates represent your brand to customers—and sell more when they do.

Many retailers have a customer contact centre where agents take orders, handle complaints, and direct problems to the right owners. Market Force mystery shoppers evaluate your retail contact centre. Using real life scenarios they will evaluate agent responses to their needs and questions, providing you with an unbiased opinion of whether agents effectively represent your brand. The same is true for the e-commerce sites. Mystery shoppers complete tasks on your site and provide feedback on ease-of-navigation and clarity of information. Your customers use multiple channels to engage with your brand. So measure all the channels and improve on your opportunities.

Featured News

The future of CX: Identifying and driving financial ROI

The Retail Bulletin, March 5, 2018 — The days of simply putting in measurement systems and reporting on results just don’t deliver enough value ... Best-in-class organisations are leveraging multiple customer experience measures, including mystery shopping, customer surveys, contact centre services, and social media review tracking, among others. In addition, those same industry-leading companies are integrating these measures and linking them to financial performance at the location level. 

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A gaming retailer wanted to know whether associate training had paid off. The goal? Determine whether associates who recommended games sold more games. Market Force used its customer experience surveys to measure whether associates made appropriate game recommendations and whether customers bought them. The answer? Yes and yes—but consistency varied by location.

Thought Leadership

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