Posted by John Healy, Dydacomp CEO
I wish you could wave a magic wand and have the work done for you but it is as hard a job as getting a conversion rate up for a catalog. The main difference though is typically your cost to attract prospects online is significantly less than through the mail. Another major difference is that you have a bunch of tools to work with to improve conversions. According to a recent study from Red Eye Research in the UK who surveyed almost 300 global ecommerce players and asked them how they improve conversion rates, they found out there are many different approaches:
Now if you participated in this survey you could have selected more than one tool for your answer and, with that said, the single biggest impact identified from the collective wisdom of this group is web analytics. Candidly, I have to agree. It tells you where visitors come from, how they behave onsite, what products they look at and for how long, and where they buy and bail. The richness of the data can set up the rest of your ecommerce strategy but yet only about half of our clients have Google Analytics enabled on their website. Now here is the best part: if you are not using Google Analytics you really should because you can’t beat the price… it’s free! Take a look and if you need some help give us a call, we can help you set it up very quickly.