Enhancing the effectiveness of digital marketing tools based on online sales conversion analysis

The role of online sales as a modern format for interaction between sellers and buyers has been growing rapidly. Their implementation is associated with the need to identify and effectively use the electronic resources and tools of the seller, which is described in this paper, prepared on the basis of the results of a project for a seller of premium segment cars. This paper is focused on a set of issues and tools aimed at increasing sales conversion and strengthening the personal nature of interaction with the buyer, which is significant in the premium segment. Conclusions and suggestions made illustrate the processes in the field of the digitalization of marketing in the most advanced companies in the area of digital marketing, and show some problems inherent to this type of enterprises.