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The one metric you look at but shouldn’t

July 14, 2016

As a standalone metric, without any context, Ecommerce Conversion Rate means very little. Yet it’s probably the one metric every Ecommerce manager looks at, analyses, reports on and potentially even loses sleep over!

Let’s take a look at a hypothetical example.

Consider 100 people came to your site but only one of them purchases…if you look only at the Ecommerce Conversion Rate by default you will make the assumption your site is converting at 1%. Maybe there’s a conversion issue? Maybe your user-experience is all wrong? Or maybe there’s a problem with your product?

Let’s look at the same equation but add some content. 100 people come to your site in an off-peak period, one of whom purchases directly, 15 visit from Facebook and read multiple blog pages and sign up to a newsletter, 12 users use the store locator on your site and visit your bricks and mortar shops and another four contact you via the phone number on your contact page.

All of the sudden, with some broader context your site’s ability to convert isn’t looking so bad, your user experience is working well and helping users learn more about your products and navigate from the very early awareness stages of the purchase journey through to eventually purchasing.

So what metric should you be focusing on? Click here to read the full blog to find out more!

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