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work on our worst performers to bring their sales up. To do this, we tagged them properly and used Google Analytics, so we could see, in detail, the worst product pages and worst category pages.
Why would we work from the poorest performers?
Attempting to analyse hundreds or even thousands of your products to see what’s working and what isn’t would be impossible. For this reason, we always say, ‘Manage by exception.’ By using the correct tags, you can receive a Google Analytics alert that tells you what your worst performing product and category pages are on your website for any given time period.
We don’t like to do this alone however. We encourage each of our clients to take ownership of their merchandise and take a look at these statistics each week.
TAKING OWNERSHIP This is your website, after all, and if these products are meaningful to you and you’re passionate about your business, sometimes you might be the only one who knows exactly why certain products or pages are failing so badly. Maybe the images don’t bring the item to life or the price point may be too high or the most important
DIGITAL: EXCLUSIVE SERIALISATION
feature isn’t mentioned. Focus on the top ten worst pages, because that’s where you’re losing the most potential sales.
We like to pretend my worst performing page is the only impression a potential customer has of my website. What would they think of my business and my product if they only landed on this one page? By asking yourself this question and treating each page like a ‘first impression’ opportunity, you’ll be able to take your website to a new level.
By working on the poor performing pages, you’ll invest your time and money in the right area and make a difference in your add-to- basket KPI. And, worst- case scenario, you’ll be able to decide whether a product doesn’t really fit with your website and if you should pull it for good.
Remember the bricks and mortar analogy we talked about earlier? How would you feel if someone walked into your High Street shop, saw your products on the shelves and immediately walked out? You’d want to know why!
CHECKING MIDDLE REVIEWS AND RATINGS What if you cannot figure out how to improve your value proposition?
Another hidden gem that we track are middle-user reviews. Each Monday, we ask our clients to look at all the reviews they are getting and categorise them into different sections based on what they are about, like:
• Pricing. • Packaging. • Delivery. • Website ease of use. • Customer service.
Depending on the week and the client, there may be ten or more categories being addressed. Once this is done, we tell our clients to look for the middle reviews, or the ones that have a two or three out of five rating.
These middle-of-the-road reviews offer the most constructive and useful feedback, in our experience. Four- and five-star reviews often say everything is brilliant, which can be good for the ego but not so good when it comes to figuring out what changes you can make to improve your website, products or user experience. Extremely low ratings (one star) are often derogatory comments towards your website or staff. The middle reviews are what you want to look at. These offer the most useful information, both the good and the bad.
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homeofdirectcommerce.com | Direct Commerce 49
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