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How well do you think you know the users who come to your website? Can you tell me about your best customer’s buying habits? Or maybe how long your average customer goes between purchases? Or which customer channel converts more than any other channel? Most marketers will unwaveringly claim to know a wealth of information about their customers.
Google Analytics (GA) is an indispensable tool for gathering data that will help you maximize your conversions. As a bonus: It’s free. GA offers excellent reports that provide an overview of key metrics for a particular period. But the out-of-the-box reports won’t always fit your needs. So, fortunately, GA also allows you to create your own reports.
If you’re in the e-commerce game, the goal is pretty simple: Get as many darn conversions down the hole as you possibly can. But there’s a difference between inelegantly grasping for sales versus adroitly funneling massive numbers of customers through the checkout process. You don’t want to look desperate, sound desperate or do desperate. Desperation kills conversions.
As a conversion optimization consultant, my purpose is to help in-house marketers understand and apply the principles of conversion optimization to their professional endeavors. Today’s in-house marketer has a huge job in the digital world. To quote my favorite conversion optimization expert, “[D]igital marketing today has an ocean’s breadth, so it’s impossible for a single ...
Every customer who completes an act of conversion on your website does so in the face of risk. Risk is part of every e-commerce transaction. It’s not the same type of risk or risk level of, say, jumping from your second-story window into the swimming pool, but there is a risk, nonetheless. As a conversion optimizer, you must recognize that reducing this risk — no matter how ...