E-commerce Insights: Don’t Waffle Around With Your Web Site
2. How many people are adopting to a cart (or a form) as a percentage? Very few look at this, yet it’s one of the most helpful pieces of data there is. If not enough people put stuff in their carts, you may have a pipeline problem. These days, most companies get more than enough traffic; they just don’t know how to effectively convert it.
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.
4. Days to sale. How many of your users are repeat visitors, and how long does it take for them to come back? Figure out those numbers and your thrust and trigger e-mail programs will go through the roof. How so? It’s been repeatedly proven that there’s a direct correlation between the number of days it takes a user to make a sale and the amount of contacts they received during that period.
5. Bounce rate. How many visitors come to your site and leave immediately? In other words, what percentage of people coming to your site are completely useless to you and/or don’t see what they’re looking for on the initial entry page?
Three of the best absolutes in this business come from knowing how much traffic you’re getting, what percentage of it’s direct/no-referrer traffic (as opposed to coming from affiliates and search engines) and how much of that traffic is sticking.