5 Best Practices to Optimize E-Commerce Sales

4. Use your statistics IQ when interpreting data. Interpreting data requires basic statistical knowledge. For example, when looking at average spend for teen shoppers on a hip retail clothing website for December 2010, and comparing it to average spend for their over-65 counterparts, you must understand that averages can be skewed by an unrepresentative subgroup of visitors. A better metric would be median spend value to compare the two markets. Understanding basic statistical concepts goes a long way towards enhancing site visitor data.