CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
It’s not just what happens on the home page, the product page and checkout that tells an online marketer about how well the site is performing. What happens at a wide variety of different entry and exit points along the conversion funnel can highlight missed opportunities, needed fixes and more than a few surprises, Jason Palmer, vice president of product marketing and product management at web analytics provider WebTrends/Net IQ, tells Internet Retailer.
When analytics show high abandonment rates from such pages among customers already in the conversion funnel, it suggests there’s room for improvements, Palmer says. “By spending some time to make those pages a little more marketing oriented, easier to read and understand, you can decrease the abandonment rate on those pages,” he says. “You can redesign the page to reinforce your branding messages. And then you can see whether you have truly made a difference, based on the number of people who are exiting off that page.”