From the course: Marketing Analytics: Decoding the Conversion Funnel for Revenue Growth
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Identify where to start optimizing your funnel
From the course: Marketing Analytics: Decoding the Conversion Funnel for Revenue Growth
Identify where to start optimizing your funnel
What is one of the most important questions in funnel optimization? It is, where should I start optimizing first? When you know where to start optimizing first, you can dive right into the most important place in your funnel that needs extra special attention. So where should you start optimizing first? After years of struggling to answer this question, and consulting with other industry experts, I now have an answer. My advice to you is this, start where the opportunity is highest. Usually optimization opportunity is highest on heavy traffic, low converting pages. On the Google Merch store, you can see the stationery page perfectly fits this bill. Despite a large amount of traffic going to the page, as seen by over 42,000 sessions, there were only 13 conversions, which is really low. In fact, if we calculate the conversion rate by dividing purchases to sessions, we can see the page currently has an abysmal 0.03 conversion rate. In contrast, the e-commerce industry average is about 2…
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