Page 61 - eCommerce Made Easy - Training Guide

Other cart related metrics include “adds to cart” which refers to products added

to the cart, “removes from cart”, which are the products that are continually

removed before checkout, and “product checkouts”, which are the products

that are kept until checkout is complete.

The “conversion rate” talks about the number of visitors that end up converting

into customers. What it took for them to convert? How did they decide? What

products are making people sign up? That’s what you need to analyze.

Measuring conversion

By measuring conversion, or in other words, tracking your customers spending

habits on your eCommerce site, you will be able to measure the impact visitors

converting into customers are having on your online business.

These metrics will help you measure the real value that customers put on certain

products, how good current marketing methods are for converting, who are the

customers providing the most value for the company and the overall

performance of your online operation.

The “average order value” is one of the most important conversion metrics to

pay attention to. It will tell you a lot about the average volume and value of a
sale on your site, and at the same time about what kind of customers make

those orders.

This can lead you directly to a metric known as “unique purchases”, which refers

to the number of times that a product or combination of products is purchased,

which should give you a good idea for creating a discount or promotion for a

product or set.

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