If you're like most online retailers, 97 out of every 100 visitors will leave without purchasing anything. You can spend a lot of money on promotion, but if you can't convert visitors into purchasers, your money will be squandered. There are a plethora of publications on the internet that discuss how to increase on-site conversion and usability. It's now time to move on from some of the fundamentals and look at some of the more advanced strategies you might use to obtain an advantage over your competitors.
1. Establish a baseline
You won't obtain very useful insights from looking at your analytics data in bulk. To acquire a true knowledge of actionable and specific opportunities, you'll need to start segmenting your users based on several characteristics. The goal is to develop the practice of gathering these insights, prioritizing your efforts, and, most crucially, monitoring and confirming your outcomes.
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