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Identifying potential to increase the conversion rate

Before embarking on a conversion optimisation project it’s important to have a well-thought-out concept to avoid losing potential sales, define a test strategy and roadmap before starting. In principle every page can be optimized, however, certain pages have a greater influence on the conversion success than others.


Identifying potential is indispensable for a successful optimisation

Identifying potential is indispensable for a successful optimisation

But how do you decide which page to test and optimise first? When optimising a landing page this is quite clear. But if you want to analyse an entire online store you need to choose between the following pages:

  • The store’s home page
  • Category pages
  • Product detail pages
  • Additional landing pages
  • Shopping cart page
  • Check out process


The answer to the question, which page to optimise first, seems logical: you should start with the page that has the most potential to increase your sales and profit. To find out which one that is, you should evaluate the results of web analysis tools such as Google Analytics or eTracker. We will not be able to explain the complex process in detail in this article. Instead we want to demonstrate, with illustrative observations, how to make such a decision:

Which pages have the most views? With a landing page that has only 100 visitors it is not advisable to start an optimisation process. Even if the conversion rate increases by 50%, it would have little influence on the overall sales.

Which steps in the conversion funnel have the highest exit rates? Are your visitors adding products to their shopping carts? If not, then it indicates that the product detail page needs to be optimised. Or is there a step in the check out process with a particularly high number of cancellations? If so, you could start testing different versions of this step.

Which landing pages have the highest bounce rate? If visitors leave the page without having clicked anywhere, the problem most probably lies within the structure of these pages.

How many conversions were generated by visitors who have seen the relevant page? It is quite possible that landing pages about certain topics will lead to many views, but little conversions. If this is the case, you should not test these pages because, due to the low number of conversions, you will not receive statistically relevant data.

Apart from these questions, which can all be answered with web analysis data, there are of course other questions that are important for the decision-making process. Such as, how difficult is it to modify the relevant page or to create different versions for it? For stores with a large and diversified product range it can be very time-consuming to test product detail pages, since you will need to make many modifications for the respective items. You should therefore consider whether the required effort is worthwhile.

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