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  • Using Web Analytics to Increase Sales Online

    If your web sales leave something to be desired, you’re undoubtedly looking for a quick way to boost those numbers. The good news is that all the information you need can be had for free. The bad news? Analytics is an ongoing project that you’ll need to commit to in order to reap the most benefit.

    If your web sales leave something to be desired, you’re undoubtedly looking for a quick way to boost those numbers. The good news is that all the information you need can be had for free. The bad news? Well, it’s not bad news per se, but web analytics will be an ongoing project that you’ll need to commit to in order to reap the most benefit. Let’s take a look at the most important metrics you’ll need to keep an eye on in order to pinpoint problem areas and increase sales.

    ●      Bounce rate

    Bounce rate tells you how many visitors reach your site and leave without clicking. While it’s inevitable that you’ll have a few bouncers, a high bounce rate can also indicate problems with your keyword choice, your page usability, or the clarity of your message.

    ●      Conversion Rate

    Obviously, conversion rate is vital since it tells you how many people are completing the actions you want them to. Poor conversion rates mean failing websites. There are numerous ways to improve conversion rate and increase sales, but before you start tweaking, take a long hard look at your site objectives and ask yourself how each element on the page helps promote that objective.

    ●      Traffic Sources

    If you notice that some traffic sources produce lots of conversions and others produce lots of bounces, you may need to take a look at the keywords you’re using. For instance a great conversion rate from Google but a poor one from your PPC campaign may mean you need to change the way you’re implementing keywords in your ads or focus more on landing page optimization to increase sales.

    ●      Repeat Visitors

    While unique visitors can give you some interesting data, monitoring your repeat visitors will give you a better idea of the kind of impact you’re having on your core target audience. Does your site promote customer satisfaction to the point of securing return visits? Do you provide regularly updated information as an incentive for people to return?

    ●      Shopping Cart Abandonment Rate

    Like bounce rate, your site will inevitably experience some degree of shopping cart abandonment. But broken shopping carts, unclear shipping policies, difficulty adding or changing cart contents, and other problems with the checkout process can push your shopping cart abandonment rate up, leading to lost sales.

    As you monitor the above metrics, you’ll be able to identify most of the usability and clarity problems that hurt conversions. In order to increase sales, keep a close eye on these key metrics and correct problems as they arise, rather than waiting until your sales strategy crashes.

    About the Author : Marty Diamond is a principal at Diamond Website Conversion, an online conversion consulting firm that works exclusively with  small businesses, helping them convert more of their visitors into customers.

    Filed Under: Tech/E-Commerce

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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