The evaluation of your commerce project is crucial in order to grow and adjust your strategy as you go. Next to the bi-annual strategy workshops, we, therefore, encourage you to regularly look at the development of your performance. There are many indicators that help you to keep a check on how your project is progressing.


Topics


Conversion Funnel


The conversion funnel visualises the journey of your audience from seeing a product to purchasing a product. Since the funnel unveils the complete journey of the user, this is a great way of identifying potential problems within it.




Scenario: Not enough product views


Reasons: 


  • not enough traffic
  • product is embedded way too low in the content


Solutions:


  • drive more traffic to the content
  • embed product higher up in the content


Scenario: The product has many views, but no one clicks on it


Reasons: 


  • no clear call to action
  • the product doesn’t match the content or your audience
  • the product price is too high
  • you have too many products embedded, and the user is confused
  • the main product picture isn’t appealing enough


Solutions:


  • find a better product for the content and your audience
  • be clearer about the shopping offering
  • feature fewer products with the product first approach
  • negotiate a campaign offer with the merchant
  • change the main product picture



Scenario: The product has many detail views, but no one adds it to cart


Reasons:


  • the product description is lacking important information
  • the product price is too high
  • the delivery time or cost is not competitive enough


Solutions:


  • ask the merchant to update the product description
  • negotiate a campaign offer with the merchant
  • make sure the delivery time and costs are competitive


Scenario: The product is added to cart, but no one completes the order


Reasons:


  • the product price is too high
  • the user doesn’t trust the payment process 
  • there are problems with the payment service provider


Solutions:


  • negotiate a campaign offer with the merchant
  • optimise your communication around the safety of the offering by implementing trust icons and an extended explanation about your e-commerce offering
  • consult our support team to make sure there is no technical problem



Product & Campaign Performance


Another tool to aid your successful evaluation is the performance analysis of your products and campaigns. In the Tipser analytics dashboard, you can follow up on your best and worst-performing products and merchants, campaigns, and URLs. This will help you make better strategic decisions on how to grow your assortment, which products to feature more often, and what campaigns to extend.


Customer Satisfaction


Involving your audience is not only a way to interact with your most loyal fans; it is also a great tool to check their satisfaction level. Are they happy with the brands you are offering? How do they experience the shopping process? Is there anything they wish for that you are not aware of? Ask them on social media, in a newsletter, or any other viable channel to make sure you are developing a product that is aligned with the needs of your audience.