Conversion marketing startup Runa has closed a $9.2 million round of funding, according to a filing with the SEC. Based in Mountain View, Calif., the company helps online retailers convert site traffic into sales by offering shoppers personalized incentives, like discounts, free shipping or no tax, just before they leave a retailer’s site.

Runa claims merchants see an average 37% sales lift for a 10% discount by using such “cart abandonment campaigns,” while retail segments like sporting goods see a sales increase as high as 86%. Merchants have no up front costs, only paying Runa after sales are converted. This is the startup’s first round of funding.