Recently I was working on a project with a client who runs an ecommerce site. We were running PPC only for this client however our findings in PPC led us to discover a bigger problem, the client had issues converting traffic into sales. Working with our team, we were able to trouble shoot where people were falling in the Conversion Funnel, the process of which a visitor turns into a sale. The way we were able to pin point the trouble area was to break the process into three parts:
- Browser Conversion: turning a visitor into a browser, or someone who views the product pages
- Shopper Conversion: turning a Browser into a shopper, one who adds the product to the cart
- Buyer Conversion: turning a shopper into a buyer or customer, one who makes a purchase
The reason it is important to break your conversion process into smaller groups is that it will allow you to diagnose where your problem areas are and understand what remedies are needed to improve the process. I will break each of these ares down into more detail in the next few days so stayed tuned…..
