E-commerce: Web Analytics System Gives a Clear Picture for Figleaves.com

Not surprisingly, the conversion rate is one of the more important metrics Ross tracks. “But conversion rate on its own is pretty meaningless,” he points out. “If I tell that a Web site has a 20 percent conversion rate, that doesn’t tell me very much,” he says. So Ross breaks down his conversion rate by such channels as pay-per-click or organic search and such site entry points as the home page or product page. He also brreaks the conversion rate down by the route customers travel through the site, such as by internal site search or the established navigation. Being able to slice conversion rates into these pieces lets you see “what’s working and what’s not working,” Ross notes, “and therefore, you focus your effort.”