A Compendium of the Year’s Top Tips in Cataloging and E-commerce

By The Catalog Success Staff

Track your call-to-order conversions.
Set up tracking methods so you can see why people call but don’t buy. Most call center software lets you track this, or your reps could use simple tick sheets to check off reasons callers don’t order. Don’t include customer service-related calls (e.g., returns, exchanges, order status) in this metric. Once you have the reasons people don’t order, you can work to address them within in your organization.
—Jim Gilbert, Gilbert Direct Marketing, Contributions to Profit, “Track Call-to-Order Conversions,” January, Catalog Success