Comparing Clicks to Orders...

[jihanemo]

I think it's known as your conversion rate, right? Comparing the number of clicks (or visits) to the actual number of orders you get? I saw a small business counselor and he suggested that I get find out how many orders I get compared to clicks. I see that it might be useful but exactly what will that help me figure out?

[Justavan]

Hi jihanemo,

You are correct. It is called a conversion rate. Once you know the conversion rate and if you think it's too low, your goal should be to make changes to your website, product/service or pricing to increase that rate. That rate can help you to determine if there are barriers preventing someone from completing the order.

It would be even better to track the whole process vs just the start and end, then you can trend where people drop off throughout the process. If it's the product page, there could be an issue with the product. If it some place in the ordering process, it could be a problem with the way that process works or information being gathered. Maybe it's just a usability issue or comfort level of that process. Obviously if someone started the process, they were interested in the product but something else stopped them from committing.

If you can't track the whole process, some tracking is better than none. You could still do research and make changes. Just keep track of that stat and give those changes some time to determine proper trending results.

-Tim
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[jihanemo]

Thank you for the advice!