Canadian Retailer - Summer 2013 - 23
MYSTORE retailer's Guide vOL. 9.3: e-COMMeRCe
A p u b l i c At i o n o f
s p o n s o r e d by
Driving anD
converting
Web traffic
InCRease ConveRsIon
Rates and CommunICate
moRe effeCtIvely wIth
youR CustomeRs
BY ROB STOCKS, President, ideaLEVER .com
e
very business requires a strategy to reach
its goals. The same applies to the proper
management of an e-commerce website
to increase online traffic and sales. This Retailer’s Guide provides tips to help you improve
your conversion rates and to continue effective
communication with your customer after the
sale is made.
ThINk STRaTegICaLLY TO IMPROve
CONveRSION RaTeS
Converting website traffic into sales is critical for any retailer to succeed online. However,
helpful tips that outline ways to do this are hard,
if not impossible, to come by. In fact, when conducting an online search for “ways to increase
e-commerce conversion rates,” Google returns
2 million results. A great many of these “Top 5”
and “Top 10” lists offer pretty standard suggestions like “Prominently show a 1-800 number”
or “Have a well-defined checkout button.”
While the advice makes sense intuitively,
www.retailcouncil.org/training/retailersguides
very few of the tips are backed with empirical
evidence. This is somewhat ironic; since conversion rates are based upon measuring data,
shouldn’t the ways to increase it also be supported by evidence?
And in a sea of hundreds of tips to improve
conversion rates, there are very few advisers
who offer clear strategies on how to implement,
then measure, their advice.
Over the past 15 years, the ability to test
website elements that lead to better conversion
rates has gone from fairly crude, to extremely
precise. And measuring is as good a place as
any to start a conversation about increasing
the conversion rate on your website.
Management guru Peter Drucker famously
said, “you can’t manage, what you can’t measure.” So first and foremost, the single most important action you can take to improve your
website is to measure its activity. Google Analytics (www.google.com/analytics) is a great
tool to start measuring your website’s activity.
www.retailcouncil.org/cdnretailer | summer 2013 | canadian retailer |
23
http://www.ideaLEVER.com
http://www.google.com/analytics
http://www.retailcouncil.org/cdnretailer
http://www.retailcouncil.org/training/retailersguides
Canadian Retailer - Summer 2013
Table of Contents for the Digital Edition of Canadian Retailer - Summer 2013
Publisher's Desk
Retail Currents
Retail: At Issue
Understanding The Expectations of Today's Consumer
The Retail Marketer's Most Powerful Tools
Driving and Converting Web Traffic
E-Commerce
A Better Microscope
The State of Canadian E-Commerce
Owning The Brand
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2013 - cover1
Canadian Retailer - Summer 2013 - cover2
Canadian Retailer - Summer 2013 - 3
Canadian Retailer - Summer 2013 - Publisher's Desk
Canadian Retailer - Summer 2013 - 5
Canadian Retailer - Summer 2013 - Retail Currents
Canadian Retailer - Summer 2013 - 7
Canadian Retailer - Summer 2013 - 8
Canadian Retailer - Summer 2013 - 9
Canadian Retailer - Summer 2013 - 10
Canadian Retailer - Summer 2013 - 11
Canadian Retailer - Summer 2013 - Retail: At Issue
Canadian Retailer - Summer 2013 - 13
Canadian Retailer - Summer 2013 - 14
Canadian Retailer - Summer 2013 - 15
Canadian Retailer - Summer 2013 - Understanding The Expectations of Today's Consumer
Canadian Retailer - Summer 2013 - 17
Canadian Retailer - Summer 2013 - 18
Canadian Retailer - Summer 2013 - 19
Canadian Retailer - Summer 2013 - The Retail Marketer's Most Powerful Tools
Canadian Retailer - Summer 2013 - 21
Canadian Retailer - Summer 2013 - 22
Canadian Retailer - Summer 2013 - Driving and Converting Web Traffic
Canadian Retailer - Summer 2013 - 24
Canadian Retailer - Summer 2013 - 25
Canadian Retailer - Summer 2013 - 26
Canadian Retailer - Summer 2013 - E-Commerce
Canadian Retailer - Summer 2013 - 28
Canadian Retailer - Summer 2013 - 29
Canadian Retailer - Summer 2013 - A Better Microscope
Canadian Retailer - Summer 2013 - 31
Canadian Retailer - Summer 2013 - The State of Canadian E-Commerce
Canadian Retailer - Summer 2013 - 33
Canadian Retailer - Summer 2013 - 34
Canadian Retailer - Summer 2013 - 35
Canadian Retailer - Summer 2013 - Owning The Brand
Canadian Retailer - Summer 2013 - 37
Canadian Retailer - Summer 2013 - 38
Canadian Retailer - Summer 2013 - 39
Canadian Retailer - Summer 2013 - 40
Canadian Retailer - Summer 2013 - Advertiser's Index
Canadian Retailer - Summer 2013 - Retail Quick Tips
Canadian Retailer - Summer 2013 - cover3
Canadian Retailer - Summer 2013 - cover4
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