MEASUREMENT
MEASUREMENT
Segment product screens into four groups based on the volume of traffic they get ( high or low ) and their conversion rate ( high or low ), and for :
1 . Low traffic / High CvR ( Conversion Rate ) products : pump in more traffic !
2 . High traffic / High CvR : continue to promote ( or do more ), and ensure offer is available
3 . Low traffic / Low CvR : look for a few rising stars and promote these
4 . High traffic / Low CvR : start investigating ! Are product images of high quality ? Is price competitive ? Are products in-stock ? Do offers have strong descriptions ? Etc .
Also measure :
# customer reviews or testimonials viewed ( and for which products / categories )
# and type of helpful content viewed
# terms views ( and for which , e . g . delivery , returns , cancellations , etc .)
# stock / inventory checks , and those that lead to conversions
# local stock / inventory checks , and those that lead to conversions
# and type of related or recommended products viewed , and those that lead to conversions Product to Cart rate
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