Page 60 - eCommerce Made Easy - Training Guide

do they spend on your site? Where do they go after they have been on your site,

and how many times a month do they come to it?

That is why once your site has acquired a visitor it is important to follow up with

engagement strategies to help you convert your visitors into customers or

subscribers.

In this chapter you will learn about the most important metrics you will need to

pay attention to in order to implement proper engagement strategies, and the

tools that will help you to track and analyze consumer behavior.

Tracking engagement

When tracking engagement, you will need to analyze a visitor’s behavior inside
your site. Tracking engagement will mostly help you to improve your

eCommerce website’s design and to enhance user experience inside of it.

One of the most basic engagement metrics to analyze is the “bounce rate”. It

refers to the number of visitors that bounce out of your site after seeing just one

page instead of continuing to other pages.

One very important metric is the “buy to detail”. It is the rate at which a product

is sold just after visitors check its description and details, without checking other

products to make comparisons, so you can learn which products are potential

best sellers.

Another critical metric to consider is “cart abandonment rate”, which is the

number of times customers add products to the cart, but do not complete the

checkout process. This is important to analyze, so you can see what is causing

this cart abandonment issue and how to reduce it.

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