10 Factors Impacting Your Distance to a Sale
-
Understand and meet visitor's
expectations - make sure your visitors are not surprised by what
page they've landed on.
Target your ads to appropriate destination URLs.
- Provide clear, intuitive navigation
- think about how frustrating it'd be if in some cities a red
light meant go and a green light meant stop.
Don't break accepted navigation standards; for instance, be sure to
have your logo in the top left part of your page with a link to your
home page.
- Provide useful content that's
organized clearly - if you're an ecommerce business, you'll want
to give the visitor all the information they need to make a purchase
decision in as few clicks as possible.
- Avoid cluttered displays -
Judiciously use graphics and images to support your offer, message and
product.
- Facilitate scanning - web users like
to scan the key features of a product or service, with the ability to
quickly and easily drill down to more detail.
- Distinguish
required versus optional fields - Keep your forms as short as
possible, and make it easy for your visitors to move on to the next
step. Always have a link to your privacy policy on your form.
And make the form filling easier by naming your form fields to follow
Google's form fill convention.
- Provide
feedback on users' location - use breadcrumbs to allow the visitor
to see where they are and to easily navigate back levels (Home >
Turtle Products > Turtle Cages)
- Use
descriptive page headings - make it easy for your visitors to
immediately know what the page is all about, and try to keep headings
consistent with your PPC ads.
- Provide
feedback when users must wait - any unexplained delays will increase
the chance your visitor will leave your site.
An example of great feedback is the progress bar used by travel sites
while searching to find matches for your travel requirements.
- Account for browser differences - test your pages
and cart/form functionality on all browsers.
The Answers Are in Your Web Analytics
Your
web analytics makes it quite easy to determine the level of your
website's complexity. In "Conversion Analyst", there's a report
called "Clicks to Pages" that shows the number of pages visited prior
to visiting a specific page.
Suppose you've experienced a decline in online
sales from your PPC campaign for a particular product from the same period
12 months ago and have investigated numerous metrics in an effort to
determine what may have been the causes.
You're interested to see on average how many clicks
(or pages) does it take your visitor to arrive at the shopping cart page.
Your report from 12 months ago shows that the average "clicks to
pages" metric was 5 pages.
In running the same report for the most recent month,
however, you notice that the average has increased to 8 pages.
Let's see how easy it is to use our analytics
to discover reasons for
this increase >
