Dean DeCarlo, President and Founder of Mission Disrupt
Increasing online sales does not automatically require an increase in the marketing budget.
ECommerce companies often miss hidden revenue opportunities that are easily available. Implementing strategies to take advantage of these opportunities can lead to new company sales, by analyzing the most impactful metrics that organically increase product performance.
Conversion Rate Optimization is the practice of utilizing data analytics to run tests and increase onsite performance without increasing ad budget. Google analytics provides crucial first metrics to start with, before blindly testing new assets or applying content.
Landing Page Metrics
Conversions Rate: Ratio of customers that purchase vs. customers that visit a website. This crucial benchmark of performance provides insight into how changes directly impact landing page performance. For example, 1,000 users convert at a rate of 3%, which translates to 30 paying customers. If new changes are made to the landing page that results in a conversion rate of 4%, 10 more customers per 1,000 users will visit the website. Measuring conversion directly provides data on the adjusted changes showing an increase or decrease in performance.
Product Performance Metrics
Cart-To-Detail Rate: A metric that is often overlooked when measuring individual performance. This percentage includes data on users that have added a product to the cart after viewing the product page. If the Cart-To-Detail Rate is lower than average, immediately consider what may be causing it. Example issues include a sub-par product title, a bug, or product benefits that could be missing from the description, which is meant to convince a user to purchase. Focus on the actual products instead of the average to find the attributes contributing to the higher Cart-To-Detail Rate.
Buy-To-Detail Rate: Once the issues identified in the Cart-To-Detail Rate are fixed, the Buy-To-Detail Rate can be used as the ultimate benchmark of increased performance. Remember, even a 1% increase could result in a variety of lump sums in sales. If the data is displaying a decrease in performance, analyze the Check-Out-Behavior metrics.
Check-Out-Behavior Metrics: These metrics need to be checked on a weekly basis to ensure the eCommerce website performance is firing correctly across all six cylinders. Drops in performance can indicate cart issues that need to be addressed immediately. Problems such as slow loading times, lack of quick payment options (Venmo, Apple, Google Pay), or long fill-out times on customer forms, are all contributing factors that affect these metrics.
Billing & Shipping Drop Off: The percent of users that leave a website from the Billing and Shipping page. Understand what is causing the users to leave. For example, causes might include a lack of shipping options, broken discount codes, and forms without autofill for addresses. Focus on creating a fast and easy user experience.
Payment Drop Off: Indicates the users that leave a website during the payment input. A high drop-off percentage indicates that payment options need to be evaluated. The majority of users browsing online consists of mobile users. One-touch payment options such as Venmo, Apple, or Google Pay, are crucial in today’s digital age.
Review Drop Off: The last stage before the user confirms a purchase. The ratio will remain low if billing, shipping, and payment drop-off issues are tackled. Check that the pricing and discounts are clear and the submit order button is within view, to ensure users are aware they need to confirm the order.
Increasing product performance can be a tedious process, but the rewards are well worth it. These metrics can be used as the basis of your conversion rate optimization metrics and the additional recommendations can be analyzed in the order presented to make this a manageable process. Check out Dean DeCarlo’s Youtube series Impact Analytics Series. Visit: Missiondisrupt.com
Choosing a Reliable Roofing Contractor: 10 Questions to Ask
The durability and safeguarding of your home are heavily reliant on the state of your roof. Whether you’re confronted with repairs, a full replacement, or the installation of a new roof, the selection of the perfect roofing contractor holds paramount significance. Determining whether you’re selecting the best option among the abundance of choices available can be difficult. In order to help you with this crucial decision-making process, we have painstakingly put together a list of 10 crucial inquiries to ask potential roofing contractors.
1. Are You Licensed and Insured?
Verify the contractor’s eligibility to operate in your locality by scrutinizing their credentials, and be sure to demand evidence of insurance. The significance of this step lies in its role as a protective shield, guarding you against potential liability should any accidents or property damage transpire during the course of the project.
2. How Long Have You Been in Business?
Experience matters in the roofing industry. Contractors with a long history of successful projects are often more reliable and capable of handling various roofing issues.
3. Can You Provide References?
In the process of choosing a contractor, it is imperative to request references from their previous clients. A trustworthy contractor will not only furnish you with a roster of contented customers but will also supply their contact details, affording you the opportunity to reach out directly and delve into their firsthand experiences. This direct feedback will provide invaluable insights into the contractor’s performance, professionalism, and dependability, empowering you to make a well-informed decision.
4. What is Your Specialty?
Roofing contractors may specialize in specific types of roofing materials or projects. Make sure they have experience with the type of work you need, whether it’s asphalt shingles, metal roofing, or commercial roofing.
5. Do You Offer Written Estimates?
To foster clarity and preempt potential misunderstandings, it is strongly advised to refrain from solely relying on verbal estimates. Instead, it is prudent to seek a thorough, written estimate that encompasses all critical facets of the project. This written estimate should include a complete analysis of the necessary materials, an estimate of labor expenses, and a clearly defined schedule outlining the project’s key checkpoints and the anticipated completion date. By employing this tactic, you can provide the groundwork for good communication and guarantee that all stakeholders are aware of the needs and parameters of the project.
6. What Warranty Do You Offer?
Inquire about the warranties they offer for both materials and workmanship when choosing a contractor. An honest and reliable contractor will always stand behind their work and provide thorough warranties that shield you from any potential flaws or problems that might develop later. These guarantees not only give you peace of mind, but they also show how dedicated the contractor is to producing top-notch outcomes and assuring your pleasure throughout the entire process. So, don’t hesitate to ask about the warranties and make an informed decision that gives you added confidence in your choice of contractor.
7. Do You Have Proper Permits and Documentation?
Ensuring that the contractor you hire will manage all the necessary permits and paperwork on your behalf is of utmost importance. This proactive approach not only conserves your valuable time and effort but also serves as a protective barrier against potential legal complications or entanglements that could surface down the road. By entrusting these responsibilities to a dependable contractor, you can enjoy peace of mind and dedicate your focus to other aspects of your project or business with unwavering confidence.
8. What Safety Measures Do You Have in Place?
Ensuring safety should always be a paramount concern when undertaking any roofing project. It is crucial to inquire about the contractor’s safety practices, which encompass not only the equipment they utilize but also the extent of their training. By doing so, you can help guarantee the well-being and security of all individuals involved in the project, fostering an environment that prioritizes safety above all else.
9. How Will You Handle Unexpected Issues?
When embarking on roofing projects, it’s essential to acknowledge that they can occasionally unveil unforeseen issues that were not initially apparent. Engaging in a candid conversation with your contractor regarding their contingency plans for addressing these unexpected challenges is of paramount importance. Furthermore, it is prudent to inquire about the potential extra expenses that might arise due to these unanticipated circumstances. Establishing a transparent understanding of how the contractor intends to manage such situations contributes to a more streamlined and prosperous roofing project.
10. What Is Your Timeline for Completion?
To maintain a seamless workflow, it’s essential to gain a thorough grasp of the project’s schedule. Delays can be a source of significant frustration, which underscores the importance of having a precise understanding of what lies ahead. This knowledge empowers you to plan and allocate resources with precision. Being well-informed about the project’s timeline enables you to anticipate and address any possible challenges or obstacles that may emerge, ultimately contributing to a more successful and efficient execution.
*Bonus Tip: Check Online Reviews and Ratings
Prior to reaching a final decision, it’s advisable to conduct an online review and rating check for the roofing contractor. Platforms such as Yelp, Google, and the Better Business Bureau can furnish valuable insights regarding their reputation and levels of customer satisfaction.
Selecting the appropriate roofing contractor is a momentous decision that holds the potential to influence the long-term structural soundness and overall value of your home. By posing these 10 critical questions and undertaking comprehensive research, you’ll be fully equipped to choose a dependable roofing contractor capable of delivering top-notch workmanship and providing you with peace of mind throughout your roofing project.
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