Maximize ROI: Conversion Funnel Design & A/B Testing

10/13/2004 - Wednesday, October 13, 2004 -   

Measuring Conversion: Retail Effectiveness and KPI

This seminar showed methods of how retailers can use web site metrics to improve conversion rates throughout the life cycle of the customer. The users of web metrics are broken down into operators, tacticians, and strategists. Each area is focused on different learning processes to determine behaviors and key areas of success and failures. This graph below also describes some of the confusion as many different companies measure conversion in many different ways.



As with all testing, the basis is to determine your business objectives (Increase ROI), Find A Supporting Activity (Complete eCommerce Checkout Process), and then define the Key Performance Indicators - KPI (Checkout Conversion Rate). By having clear goals you can determine how to incorporate AB testing and improve your Ecommerce Retail Conversion.

Here are some tips to improve retail conversion rates:
1. Avoid making users register before purchasing. Don't do it just because Amazon does.
2. Make messaging positive and encourage customers. Even on error checking.
3. Invest in good search tools and use them in your key metrics.
4. It is important to remember your customers and personalize their experiences.
5. Measure everything that counts, narrow it down with KPIs(Key Performance Indicators)