5 Best Practices to Optimize E-Commerce Sales
3. Understand the effect of performance on consumers. An important factor for the effectiveness of your site is the performance it delivers to consumers. If performance is deemed too slow, shoppers may abandon your site in frustration and turn to a competitor. Web application performance management tools that monitor your entire user population are available and determine exactly how well users are being served.
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.
5. Avoid the trap of linear funnels. A linear funnel is best understood as a logical progression of a visitor's path on a website. The idea behind looking at a linear funnel is so that you can easily tell what percentage of visitors end up making a purchase. The problem with a linear funnel analysis is that web visitor patterns are anything but linear. Visitor A can come to the homepage first, directly enter a product page and exit via the "Contact Us" page, whereas visitor B can come directly to the Contact Us page and then back to the homepage. In other words, applying a linear funnel to this scenario is likely to result in false metrics.
A better way is to understand which web pages sustain the most visits or result in the most conversions on a particular goal. This concept is known as persuasiveness. The idea is to understand which pages on your site are key influencers that aid business goal achievement — i.e., getting users to the payment page.