Work Hard For Traffic, Get It Converted
Anyone can create an eCommerce site. Getting traffic will be the first hurdle, but doing so will only matter if you can convert it.
Work Hard For Traffic, Get It Converted
Getting traffic conversion first requires understanding a few metrics. To get an idea of how you are doing, you need to understand server stats and conversion rates.
I am continually amazed at how many sites are not looking at their server stats. Your server stats are incredibly important because they tell you how many people are visiting your site, where they are from, how they found your site, how many are converting to customers, and if not, which pages they are leaving from. Without this information, you're just guessing how much your traffic will be converted. Do not!
Once you start looking at the server stats, you need to determine your conversion rate.
The conversion rate is the amount of sales you get per site visitor. It is important to note that it is not the number of sales per hit. A visitor can generate multiple visits, so focus on visitor statistics. Some statistics programs refer to visitors as sessions. Regardless, conversion rates vary by product or service. Some may reach 1 in 25 visitors, while others will be much higher. If you're converting more than 1 in 500, your site is likely to need some major tweaking, unless you're in an extremely competitive or general market. Making your conversion means providing a cost-effective solution for your potential customers. You should review your site from this point of view. Is it easy to find and buy a product, or do you have to scroll through four or five pages? Make it as simple as possible.
Advertising links can cause poor sales. Many people make the mistake of linking their advertisement to their home page. If your ad refers to a specific service or product on your site, the ad must be clicked directly on that page. Never force your potential customers to search for what they are looking for on the site. Many of them won't.
Oddly, the loading time of your site can kill your sales. Remember, 40 percent of internet users still use dial-up modems. While your site can load quickly when you view it over your cable, T1, or DSL connection, how does it work on a 56k modem? Don't guess. Go find one and try to load your site. If you have a lot of graphics, you will be surprised!
Even if your site loads quickly, most ecommerce sites have timeout issues on the order page. This bug occurs when the customer fills in the order information and clicks the process button. Sites may crash when converted to secure credit card processing system. This is such a common problem that most ecommerce sites will lose up to 40 percent of their sales on the order page. Make sure your site loads quickly, especially the order page.
Improving your conversion rates means understanding how your site is performing. If you can focus on your topic and load the site quickly, you should see a noticeable improvement.
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