Conversion rate Basket->Checkout->Completed

Hi Christophe,

If you're getting 90% conversion from shopping basket to sale, then you're doing very well in terms of most retail e-commerce applications.

With such strong conversion stats, I would recommend you focus your attention on the up-stream traffic generation to the basket as your conversion through the sales funnel is good.

Focus on two distinct paths:

- User journey within the site (Internal usability and site design)

- User journey to the site (marketing, advertising and promotion)

My agency provide e-commerce conversion support to online retailers and once you're happy with your level of conversion to sale from basket, the key metric we try to improve is the overall shop-to-basket measurement.

This is the 'consideration' measurement, and is the point at which customers are at the most suggestible. Once they've added to basket, they're already in the 'purchase' phase, and they'll drop out usually only if something goes wrong, or they're spooked by something unexpected or not obvious about your sales process.

Consideration is much harder to pin down, and more difficult to spot in the analytics.

If you can improve this stage via multivariate and A/B testing of offers and products on the site, your overall volumes should improve dramatically.

From your post it sounds like you're just starting to tackle the analytics, but here are a couple of things to keep in mind:

1) Set your objectives early: Analytics can provide a wealth of useless information. So focus on the strategic objectives. A website is a living thing, so devote resources on fixing the strategic issues, and then improve in a cycle. Only when you know what the objectives are can you effectively measure them.

2) Test constantly: Small improvements in base functionality can improve performance dramtically, so set up multivariate, A/B and regular user testing programmes. It's not an extra cost, it's a necessary (read: ongoing)investment. Having a robust testing programme will reap rewards. Likewise creative changes can have dramtic effect, so allow resource for constant development.

But always remember:

3) Your internal analytics provide no external context: Even if the numbers on your site look good, you may be slipping behind competitors. Get a competitive benchmark set early and compare often. Subscribe to an external industry analysis report. It's important to constantly compare to your competitors.

If you're in the market for a good e-commerce conversion consultancy to help setting up this sort of programme, let me know (contact details on our website: www.bplmarketing.com). We at BPL Marketing do this sort of thing for our clients. We act as the 'voice of reason' in the middle of advertising and marketing agencies, your web developers and your internal marketing and sales stakeholders. We're very good at it.

Good luck with it all. If you're anything like me, you'll be astonished by the insight good analytics can produce, and how impressed your colleagues will be when you can provide hard evidence to back up 'gut-feel'.

Regards,

Stephen Foxworthy
www.BPLMarketing.com