At a high level this is certainly helpful, but you can uncover more specific areas for website optimization by understanding the conversion rate by product line, traffic channel, and marketing campaigns.
Top Traffic Sources
So you know what products convert best, on what page, from what type of messaging, but where is this traffic coming from?
For example, it’s impossible to improve the conversion rate on a given page if you don’t know what type of page your visitors are seeing.
It could be that your highest traffic source in the US is mobile. Your short term goal should be to improve the mobile experience for your english speaking visitors. Move backward through your traffic sources from here.
Cart Abandonment Rate
By now you’re probably already thinking of a plan to improve your eCommerce store, but you’re also thinking, “this is going to be a lot of work.”
It is, but you know what would be worse? Attracting a repeat buyer to your optimized mobile eCommerce store, successfully cross-selling them (upping their order value) and then have them abandon their shopping cart.
Ooph. That’s rough.
Understanding your cart abandonment rate is low-hanging fruit and crucial to your success. The last thing you want to do is hit every step with someone just to have them drop out of a lousy checkout experience.
Calculate your cart abandonment rate by dividing the number of checked out carts by total number of carts in the store
