As most customisable or personalised products are sold over the Internet it is really important to understand about conversion rates so you can troubleshoot problems and increase sales. This blog will teach you the basics and explain the tools and techniques you need
The starting point is always visitors to the website – you will never make good sales if you are not getting enough traffic – the easiest way to measure this is with Google Analytics
The next thing to look at is interest level of visitors unless the people coming to your site are interested in your products then they are not going to buy – the easiest way to measure this is Bounce Rate – if you have a rate of over 50% then action is needed – again Google Analytics helps you to measure this
Once you have established the number of quality visitors you need to see how many of them place an order – this is the Conversion Rate – Google Analytics has a special section to measure eCommerce statistics but you can also calculate fairly easily by just comparing the number of orders you receive with the site visitors – anything below 5% for customisable products needs attention – you should be aiming for 10%
The secret of success is now really to improve your conversion rates – the Gateway Custom Product Platform (CPP) and Order Management System (OMS) can help you understand more – our conversion report helps you understand people’s behaviour better
What we need to know next is
How many people started to design a product but did not complete – clicks minus artwork jobs
How many people designed a product but did not buy it – artwork jobs minus orders
If you know this information you can make changes to improve your conversion rates like changing the configuration of your customiser to make it easier to use or change your check out process to make it easier to buy – check out the reporting section in our Product Guide for more information
So the secret of success is to know your numbers and take action to improve them