A quick guide on the importance of Conversion Rate for eCommerce. It includes a cheat sheet of 22 important factors.

1. Conversion Rate
is King for eCommerce

2. eBusiness
Consultant
beebusiness.gr
@pgezerlis

3. What is Conversion Rate?

4. In my understanding convert or no
convert is like get a date or “hilopita”

5. Thank God that girls say „Yes‟ to dating
propositions more regularly than visitors
convert to an action on-line
(Otherwise 95%+ of the times you ask girls out, they would turn u down!)

6. Question: is it so important to have
a 2% conversion rate, vs. 1%?
Just do the math:
(The suggestion here is to hire a Web Analytics manager. If you are an eTailer with 2.500 visits / day,
you will most probably make 6 times his/her salary in annual profits!)

7. (…but don‟t forget to respect the
Web Analytics function)
From: dilbert.com by Scott Adams

8. „Cheat sheet‟ of the top-22 factors
that influence your conversion rate
(if you take care of them daily, you will see a 100% increase in conversion in 2-4 months)
1. scope of visit (maybe visitor came for 11. personalization of call-4-action message
shipping info only) 12. usability of site
2. psychology of user before visiting (in some 13. product reviews & ratings are great!
ways you can influence this  Branding!
14. landing page design
3. sector (eg. Clothes 2% - Cars 0.2%)
15. speed of site
4. pricing of products (level + how u
communicate pricing) 16. trust symbols everywhere in your pages
5. competition (helps if there‟s an oligopoly) 17. not showing policies up front (eg no-
returns accepted for open packages)
6. source of visitor (e-mail 3% - cpc 0.7%)
18. not showing extra charges up front (for
7. quality of your content (texts & photos)
example shipping cost)
8. 1-step check-out page (otherwise ↑ cart
19. unclear shipping charges (make them
abandonment rate)
100% clear for all users & all products)
9. guest check-out (+10% in conv. rate)
20. show urgency (eg only 1 item left in stock)
10. buy-button size-color-placement-design
21. offer all payment methods (PayPal too)
11. live-chat can convert a ready-to-buy client
22. offer all delivery methods & pickup times

9. OK, I am convinced, tell me where to
start to improve my conversion rate…
1. Learn how to use Web Analytics (not just read, but use Google
Analytics). Register for eLearning seminars or attend courses.
2. Study the pages of famous international eTailers in your sector
(eg, asos.com in fashion eTailing). Many secrets are hidden in their
design.
3. Hire a Web Analytics manager (if you target >€1Μ annual revenues)
4. Perform A/B testing, do quick & dirty focus groups, place
questionnaires in your site to get valuable customer feedback.
5. Read great books like this and great blogs like this.

10. eBusiness
Consultant
beebusiness.gr
@pgezerlis

11. Conversion Rate
is King for eCommerce