It is important to keep in mind that although I may point out some low hanging fruit along the way, there are no magic bullets and long-term success grows from building relationships with your customers, understanding who they are and how they experience themselves online. The technology you employ in your enterprise is merely the space in which this exchange occurs. It is the people working with your customers who shape this space and manage it and who must be taught to think about their work with the customer in mind.

With that said, each conversion point, visitor to browser, browser to shopper, shopper to buyer, must be understood in terms of its own particular variables.

The holiday season capped off the 18 month partnership which culminated with the launch of Gump’s new website in January 2011. The web based ecommerce platform proved to be integral to the retailer’s holiday sales. With a 19% increase in traffic, Gump’s saw a 7% increase in conversion on the new web site vs. last year. This resulted in sales that exceeded the team’s expectations.

]]> Fri, 20 Jan 2012 00:00:00 +0000 http://sysiq.com/news/453-gump-launches-new-site-with-sysiq http://sysiq.com/expert-corner/451-4-critical-ecommerse-conversions-to-track I wanted to follow up on Roman Martynenko’s note “Harvest Unrealized Revenue and Profit Opportunities From Your website” with a few practical tips on which key performance indicators (KPI) you should be tracking on your ecommerce site in order to target improvements with our conversion funnel. There are so many metrics that you could be tracking, it’s often hard to know where to start.  Many businesses end up overwhelmed and give up tracking even the low hanging fruit. This doesn’t need to be the case. Tracking a few simple metrics on your website can provide you with a wealth of actionable information that will help you target improvements and accelerate revenue growth.