Ecommerce Strategy | Capture Lost Conversions
Anticipate Holes in Your Sales Funnel to Capture Lost Conversions - Now that you have a better understanding of where your customers are going when in buying mode, you can look at trends in outgoing traffic to find out which websites you and other players in your industry are losing traffic to.
For example, if most of your industry’s lost traffic is going to the largest player in the market, it’s important to understand why that is. Do they have a better price point?
Is their site easier to navigate? Maybe they have a better ratings system or product reviews.
Because you know that these customers visited your website or others before the largest player’s, you can infer that the reason for their success is more than just their brand. They’re doing something better. Find out what that “something” is and do it even better.
|Compete PRO Outgoing Traffic Feature|
When looking specifically at lost traffic from yours or your competitors’ eCommerce sites to other sites in your industry, you’ll want to understand, in detail, why the traffic is being lost.
- Are shoppers looking for a brick and mortar option ?
- Are they leaving because they can’t find what they’re looking for ?
- Is another checkout process more effective ? Why ?
These are the questions you’ll need to ask yourself as you step outside of your competitive intelligence tool and into your off-site research.
Just as in the previous step, it’s also important to look at relevant sites that don’t offer an eCommerce option.
Looking at outgoing traffic reports for the non-eCommerce sites can help you validate your own decision to join the eCommerce space. How much of their traffic is lost to competitors that do have eCommerce options?
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