How a Shopping Cart Can Improve Your Bottomline

How a Shopping Cart Can Improve Your Bottomline

Online shopping carts are far more useful that people give them credit for. They actually have a big impact on the overall performance of your store. Selling online follows a conversion funnel that ends with the online shopping cart.

Let's go through that conversion funnel to find out just how significant it is. First, you have your visitors. Visitors to can come from different sources. There are the paid sources such as pay-per-click campaigns in Google, Yahoo or Bing, affiliates, pay per post and more. Then, there are the organic sources such as articles, press releases or the website itself that naturally ranks on the non-paid portions of the search engine results page.

Your visitors will go through several pages of your website - your index page, category pages and then down to the product pages. To make ecommerce easy, your navigation should be well-defined and it should be easy for the potential buyer to find what they need. But more than that, your product pages should have a clear call to action directing users what to do next. In the case of retail, this is "Buy Now" or "Add to Shopping Cart". Once they click on that button, icon or link where you want to direct their action, you then have a clicker. In some cases, the goal of the site is only up to this part.

But to truly capture the essence of selling online, you need to track it all the way to the end of the funnel. Meaning from that click, you need to find out how many actually landed on your shopping cart.

If your users click on the button but the numbers don't match with those that loaded the online shopping cart, then this is a problem. Try to resolve the best way you can.

If you do not show the prices at which you sell online early on, you may end up with a bigger bounce rate or exit rate in the shopping cart. This means that those who are still in the shopping phase and are not yet ready to buy find your prices too steep compared to the competitors. Again, this can be properly gauged by monitoring the activities within the online shopping cart.

Then to properly end the funnel analysis, you need to get the conversion percentages. You can check the conversion from the total number of visitors to the total number of conversions. In most industries, the average visitor to sale conversion ratio is at 2.5. Use that as a benchmark as you do your weekly monitoring of the online shopping cart.

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