How to analyze an ecommerce to define an optimization plan

An optimization plan for an ecommerce should establish a roadmap for three months, six months, one year. An optimization plan revolves around multiple axes. Firstly, there is a review of the strengths and weaknesses of ecommerce in terms of performance. Following are the operational optimization factors to be defined, both in relation to the feasibility of the business and expected earnings. Finally, you need to visually classify your operations so you can easily make the right decisions.

Traffic acquisition analysis

The acquisition is the path of the navigator from the acquisition until its entry on the site. The first point to analyze is the competitive landscape and it is certainly not from the utility of web analytics that the answer comes. Better to use external tools, which helps you understand the audience of your site, gives you an idea of how competitors distribute their acquisition … It is clear that the figures shown are not cast gold, but indicate trends. Moreover, it is on the trends that you will have to work, without wasting too much time: if it is important to have an idea, the fundamental thing is to stay focused on your business.

Analysis of the visitor’s commitment

The commitment corresponds to the period of time within which the visitor who enters the site leaves a first conversion signal – generally, it is when the navigator puts a product in the cart.

In concrete terms, it is necessary to judge the content and functionality of the site in relation to the conversion rate.

The elements can be … the internal search engine, an editorial page, a product page, the FAQ, the price comparisons, the store locator if the site refers to an activity with multiple local units.

Analysis of the conversion on the site

The conversion corresponds to the moment in which the visitor passes from the logic of a linear path to the funnel logic. It is no longer a matter of promoting commitment and rebound between pages, but, in contrast, it is a question of blocking all attempts to escape between the various purchase stages and of proposing single-action pages, without distractions.

But you can also have finer analysis. Out of all the visitors who left the conversion funnel at step 2, How many left the site? How many have returned to the previous stage? How many continued to consult the product catalog?

The key to analyzing the conversion funnel often lies in segmentation. On an online sales site, the buying process is generally identical for any product you want to sell. Is that a good thing? Is worth? Do buyers of very expensive products need same insurance as buyers of cheap products?  The answer lies in trying to segment, test and see the results.

Analysis of loyalty on ecommerce

Loyalty corresponds to the behavior of the navigator after a first final conversion. Acquisition costs will always be on the rise and loyalty is one of the most important optimization levers. Use and performance of the registration form, behavior during a subsequent visit in a short cycle of a few days, behavior during a visit in a cycle lasting a month, for example.

How to facilitate the experience of visitors who already know the route? How to verify its use and improve the experience? Anything that makes life easier for customers is useful for the conversion rate, customer satisfaction and loyalty.

Identify business objectives and define the optimization path

Any weakness identified by the review should then be linked to one of the business challenges to which it contributes. The assessment must consider both the technical difficulty of optimizing, but also the impact on the business challenge.

Optimizing the product page could increase the purchase rate by a percentage, but the technical implementation could be somewhat complex. The same could be done for recommendations. During the course of the check, it could be understood that they do not do a good job.

Establish an action plan

Following this approach, you can create a chart that has the technical feasibility level on the x-axis and the expected impact on the business on the y-axis. You will have a clear idea of the possible optimizations and above all, which are easier to implement and what is the possible impact.

This is an example of an action plan conducted for one of our clients to help them have a clear view of what could improve quickly and easily.

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