Leveraging intent data--data that indicates customer likelihood to purchase or be more engaged with your brand--is an important method for driving conversions, but it is often overlooked. The good news is that you most likely have access to plenty of intent data and can use it creatively to build more relevant marketing campaigns.

One of the classic ways of determining that an online shopper is interested in buying is whether s/he has a wish list and what is in it. Adding an item to a wish list brings a shopper one step closer to buying, so use that to your advantage.