Ecommerce Conversions: Four Key Ratios to Watch

[Kristijntje]

he Decision-Page-to-Cart Ratio: 30 Percent

This ratio represents the next step in the sales funnel: The transition from decision pages to the shopping cart. Dividing cart-addition visits (that is, the number of times a product or service is added to a cart) by decision-page visits gives you the percentage of visits where the presentation of your offers is resulting in a demonstration of purchase intent.

A visit to a decision page is, by its very nature, a fairly qualified visit. As a result, a ratio of less than 30 percent converting to the shopping cart stage should draw your attention. Low decision-page-to-cart ratios can be an indication of strategic problems with your offer—uncompetitive pricing levels, inadequate product options or feature sets, shallow information, or poor value articulation...

full article: http://www.practicalecommerce.com/articl...on-Ratios/