7 Variables That Affect Conversions and Sales

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3. Click Stream Analysis. A click stream refers to the path that users take on your website to travel from initial point of entry to conversion. Studying customer click streams will help you streamline the sales process. A click stream analysis can help identify common paths where there might be cross-selling opportunities and it’s critical in identifying potential failures in a shopping experience. When these points are isolated and corrected, your site should generate a higher percentage of completed sales, and thus, more revenue.

If you’re not conducting click stream analyses, your ability to determine cross-selling opportunities will be minimal and failures in your online shopping experience will go unnoticed, causing you to miss out on profitable opportunities.

7. Shopping Cart Abandonment. Are potential customers shopping on your site, but leaving before they complete a purchase? Take a hard look at your rate of shopping cart abandonment. This could reveal bottlenecks in your checkout process, lax security (which can result in warning messages from web browsers), time-consuming forms that customers don’t want to fill out or confusing navigation. If you’re not measuring shopping cart abandonment, you will continue to lose customers and sales to your competition.

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