Four Diagnostic Conversion Ratios Identified by eCommerce Optimization Firm

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Four eCommerce sales-funnel conversion ratios can help zero-in on improvement opportunities and diagnose specific conversion barriers and problems.

Ecommerce business optimization firm BDXi (http://www.bdxi.com) today released the results of client research related to four eCommerce sales-funnel conversion ratios that can help zero-in on improvement opportunities and diagnose specific conversion barriers and problems.

"These insights about online sales-funnel conversion ratios are the result of our optimization work involving thousands of eCommerce transactions," Rafe VanDenBerg, CEO of BDXi, said. "Because each of these diagnostic conversion ratios highlights a different set of underlying root-causes, breaking the online sales-funnel down in this way provides for a higher degree of focus on the real issues."

The four diagnostic conversion ratios identified by BDXi are as follows:

1. Overall-Visits to Decision-Page-Visits
Answers the question, "What percentage of site visits are getting into a position to evaluate your offerings?" Sub-optimal ratios here can point to issues and opportunities related to navigation, on-site search, site performance, and prospect quality. Client research showed that eCommerce companies should be looking for a success rate of 60% or better.

2. Decision-Page-Visits to Shopping-Cart-Visits
Answers the question, "Upon evaluating your offers, what percentage of visits are indicating heightened interest by taking the next step?" Sub-optimal ratios at this point can highlight issues and opportunities related to pricing, benefit communication, product merchandising, and strategic positioning. Research showed that eCommerce companies should be looking for a success rate of 30% or better.

3. Shopping-Cart-Visits to Checkout-Start-Visits
Answers the question, "What percentage of visits to your shopping-cart are indicating an immediate purchase intension by starting the starting the checkout process?" Issues here are often related to SSL, page presentation, promotion-code confusion, and cross-selling tactics. Client research showed that eCommerce companies should be looking for a success rate of 60% or better.

4. Checkout-Start-Visits to Completed-Orders
Answers the question, "What percentage of visits starting your checkout process are actually completing the order?" Problems at this point are often related to member-registration, form usability, payment and shipping options, and process complexity. Research showed that eCommerce companies should be looking for a success rate of 75% or better.

A detailed, action-oriented discussion of these diagnostic eCommerce sales-funnel conversion ratios can be found in a free presentation offered at http://www.bdxi.com/resources.htm.

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