Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its:

Zappos.com is utilizing strategies that directly aim to encourage customers to make purchases, which is the goal of improving the conversion rate. The conversion rate represents the percentage of visitors to the website who complete a desired action, such as making a purchase. By reminding customers of items they have recently viewed and notifying them when stock is low, Zappos is leveraging effective marketing techniques to create a sense of urgency and relevance. This approach not only prompts potential buyers to return to their site but also motivates them to finalize their purchases.

Attempts to enhance retention rate would focus more on keeping existing customers engaged over time rather than directly encouraging immediate purchases. Improving engagement rate involves increasing interaction with consumers regardless of immediate sales, while feedback rate pertains to gathering customer insights rather than driving sales directly. Thus, the strategies employed by Zappos are specifically targeted at increasing the likelihood of transactions, aligning perfectly with the definition of conversion rate.