Increase Web Sales: ID’ing Bottlenecks

To improve your ecommerce sales, it’s important to identify the bottleneck in the buying process and attack that first, whether that’s the cart, the colors, the design, the consumer trust level, or the quantity or quality of incoming traffic.

Terminology:  traffic is people visiting your site via organic search, advertising, or type-ins. Your cart, your site design, and site content, are all components of conversion. To increase your sales, you increase traffic or increase conversion, or both.

But which? The answer is whichever is cheapest.

To be able to make a decision to identify the bottleneck we need something: numbers.

If you’re getting 10 visitors a day and not seeing revenue, your bottleneck is traffic. If you’re getting a thousand visitors a day and not seeing revenue, your bottleneck is conversion. Of course that’s a heavy simplification, and your site falls into a grey area in between those two senarios. And that’s the problem: the answer, without further examination, is grey.

Enter Google Analytics. It’s a free service that allows you to look at your traffic from every conceivable angle. I’ve been using it for 4 years and still find it fresh and insanely informative. I use it to track traffic on 17 sites, some mine and some my clients’.

With GA I can spot incoming traffic strengths, organic search weaknesses, purchase path dropoff points, and dozens of other data that tell me what’s going on with my site. It even has an behavior overlay that “overlays” little graphs on any page of your site that show which links/buttons your users are clicking on.

GA isn’t the only tool, but it’s the one I use. Whichever tool you choose, don’t make a decision without looking at your traffic to identify your site’s bottleneck.

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