Marketing, inventory, loss prevention, risk management\u2026 when you\u2019re running an eCommerce business, you\u2019ve got a million different concerns fighting for your attention.<\/p>\n\n\n\n
Every day is a massive juggling act, particularly for smaller merchants. You have to worry about product research, marketing and SEO, loss prevention and risk management, A\/B testing, logistics\u2026 it takes a sure eye and a steady hand to keep all the balls in the air.<\/p>\n\n\n\n
Here\u2019s the truth, though: your success isn\u2019t measured by juggling proficiency \u2013 it\u2019s measured by sales. Every aspect of your business should ultimately be focused on driving your conversion rate. <\/p>\n\n\n\n
That sounds obvious. But, eCommerce conversion optimization isn\u2019t always as simple as getting shoppers to click through and complete a purchase. A multitude of factors are involved, and taking the wrong approach can end up creating more problems and fewer sales. So let\u2019s take a look at some of the \u201cdos\u201d and \u201cdon\u2019ts.\u201d<\/p>\n\n\n
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eCommerce Conversion Optimization, alternately known as conversion rate optimization (CRO), is a practice aimed at refining the online shopping journey to boost specific key performance indicators (KPIs) related to sales and acquisition.<\/p><\/dd><\/div><\/dl>\n\n\n\n
When you think about sales conversion, you\u2019re probably envisioning completed sales. That\u2019s one indicator, but it\u2019s really more about how many visitors to your site are being convinced to take a desired action. <\/p>\n\n\n\n
That can certainly mean making a purchase; that\u2019s the ultimate goal, after all. But, not<\/em> getting a sale isn\u2019t inherently a conversation failure. From a long-term perspective, each visit by a potential buyer can contribute to an eventual deal. For example:<\/p>\n\n\n\n From design to content to ease of use, every element of your site can be used to nudge that visitor toward hitting the \u201cbuy\u201d button. That\u2019s why building CRO into your process involves an overreaching strategy aimed at optimizing your chances for a sales conversion.<\/p>\n\n\n\n So, how do we create this conversion strategy? Step one is identifying your current rate, so you\u2019ll have a benchmark to measure against. <\/p>\n\n\n\n Calculating conversion rates is basic math. Divide the number of total site visitors during a given time period by the number of visitors who take a specific action during the same time period. Then, multiply that number by 100.<\/p>\n\n\n\n For example, let\u2019s say your online store attracts 5,000 visitors on a given day, and achieves 50 sales within that same period. In that case, your conversion rate is 1%.<\/p>\n\n\n\nHow to Calculate Your Conversion Rate<\/h2>\n\n\n\n