The Conversion Optimization Funnel

Conversion Optimization is the process of maximizing the percentage of site visitors who complete a desired action. This percentage is known as your conversion rate. In today’s extremely dynamic market environment conversion optimization is an ongoing process. What works today may or may not always work tomorrow.

Conversion Optimization Funnel

Figure 1.1 above shows the conversion funnel for any e-commerce store. The traffic comes mainly from six different sources, Paid Search, Organic Traffic, Affiliate Marketing, E-mail Marketing, Comparison Shopping Engines and Lifetime Customers. The top of the funnel is continuously shrinking as customer expectations aren’t met and as the choices and experiences offered by the rest of the market outweigh the stores offerings.

Store owners begin to realize low conversion rates as they fail to meet the clients expectations or trump the choices and offerings of the competition.  To maintain and grow the sales a store owner must constantly optimize each of the traffic sources to ensure they are relevant to the clients needs. To do this it is vital to know your data coming in from different avenues. At Solid Cactus we monitor the trends of a website and the market to recommend variations in both the market choices available in the competitive landscape and the expectations of customers.  Through proper execution we are able to maximize clients returns.

Our first step is to evaluate the elements of the site like the header, home page, site navigation and checkout flow to see if their is any room for improvement.  Bottom line is if your site isn’t offering a clean shopping experience your competition will garner the conversion every time.

Depending on the area of traffic generation that the client want to focus on, Solid-Cactus Conversion Optimization team will then work to optimize that avenue to ensure relevancy flows from their first interaction with your ad to the checkout of the store.  As a result our clients provide a better shopping experience have better conversion rate and more revenue.