E-commerce Insights: Don’t Waffle Around With Your Web Site
Consumers consider your site just one of the bunch; here’s what to do about that
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Amy Africa
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3. Look at your conversions as a whole. It floors me how many people still think they take the number of visitors, subtract the percentage of abandons and then get their conversion rates. The only conversion number that represents is, well, breathing.
Look at each level of conversion: How many people request a catalog? How many people sign up for your e-mail? How many people convert on an order? And so on. Every action on your site should have its own conversion level. “Ordering from a Catalog?” traffic should have a much higher conversion than, say, someone coming from a MySpace blog posting.
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Amy Africa
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