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This useful infographic looks at the reasons why customers will use one of your competitors instead, and the signs to look for in when testing and analysing. 

According to Maxymiser, you should be looking at homepage bounce rates, cart abandonment, low AOVs and more...  

(Click on the image for a larger version). 

Graham Charlton

Published 14 May, 2012 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)

James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Thanks for the info graphic Graham,

I'd add to the likely causes of a high bounce rate that some of the traffic could be poorly qualified e.g. driving low quality traffic from affiliate sites where ad placement has not been well thought through, poor SEO linking etc.

An important element of bounce rate management is assessing traffic relevance and using landing page targeting to improve click through.

For me the stand out point from this infographic is that little money is spent optimising websites to convert, compared to huge amounts spent to generate traffic. Often financial models work on top level sales targets and bottom level ROI. This means that provided these targets are met, there is no business drive to focus more on profitability. This often means profit opportunities are missed as budget is thrown at driving sales from channels that are known to perform.

Interestingly, there is research to suggest that up-selling is the more effective tactic than cross-selling for uplifting average order value. Testing can help validate this.

I've always found it harder to persuade web owners to invest in analytics & optimisation vs. digital marketing via established channels like ppc, affiliate, display etc.

Thanks
james

over 4 years ago

Tom Howlett

Tom Howlett, Digital Marketing Executive at Koozai

Very interesting infographic.

I think much of what it comes down to with regards to keeping customers is to remain competitive on price and have a good customer service.

What I generally look for when wanting to purchase online is somewhere that offers what I want at a good price and also appears trustworthy.

over 4 years ago

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