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Conversion rate is one of the metrics used to determine whether or not your business is doing well. However, there will be times when this ratio sharply fluctuates up or down, and you will need to analyze and determine the cause of the problem in order to improve.
In this article, we will demonstrate how to approach, define, and analyze a problem using a data-driven mindset. At the same time, you will need to rely on the conversion funnel to determine which conversion steps on your store are having problems, analyze the specific causes, and make decisions for improvement and change.

In this article

A. Data-driven mindset in conversion rate analysis
B. Overview of conversion funnel

A. Data-driven mindset in conversion rate analysis

When confronted with a difficult problem about conversion rate analysis, the first thing you need is the proper mindset and approach. Having a data-driven mindset will be the most standard and quick way to solve this problem.

The process of applying data-driven mindset into conversion rate analysis consists of 6 following steps:

Determine a specific goal: You must determine the percentage by which your store's conversion rate need to be increased.
Make a hypothesis: List all of the factors that influence the conversion rate and collect any relevant data. The first and most important thing you must do is collect data. Then, propose hypotheses to increase conversion rates.
Test: From the above hypotheses, you should conduct A/B testing to see the real life impact of each factor on the conversion rate.
Analyze: Following A/B testing, you must collect data to determine how the conversion rate is changing and what is causing the change.
Optimize: If your conversion rates go up, you must further optimize all of your efforts. If the conversion rate drops or stays the same, you should continue A/B testing on other factors.
Repeat: Repeat the above process, conduct A/B testing on each factor in your hypotheses until your store reach the conversion rate goal determined in step 1.

The most important steps in the process are analyzing and hypothesizing about the factors that influence conversion rates. Your analysis should include not only the website but also factors such as traffic source, traffic, UI and UX optimization, customer group, and so on.

B. Overview of conversion funnel

1. Store's conversion funnel and influential factors

The conversion funnel includes the following steps: Traffic (Ads) > View product > Add to cart > Checkout initiated > Complete checkout.

If you find the conversion rate of your store is lower than expected, let's start analyzing the factors that influence the conversion step in order to come up with a suitable improvement solution. To begin, compare your store's conversion rate to the standard rate to determine which step has the lowest metric and how much lower it is compared to the standards. Refer to the table below for factors that influence each stage of the online buying process:


2. The standard conversion rate of each buying step (for reference)

Below is the standard conversion rate data for each step for your reference and comparison with store conversion rates. This standard rate is determined based on the general data report across ShopBase system.

Steps in the buying processStandard rate (for reference)
View ads > View productFrom 1.5% and up
View product > Add to cartFrom 8%-10% and up
Add to cart > Checkout initiatedFrom 60% and up
Checkout initiated > Complete checkoutFrom 30% and up


3. How to conduct an analysis using the ShopBase Analytic report

First, you should compare your store's conversion rate to the standard rate to determine which step has the lowest metric and how much lower it is compared to the standards. This data will be used to find cause and start analyzing.

After identifying the main factors/causes that are likely to reduce conversion rates, you need to consider options to handle and optimize each related step:

Optimize the store interface (product page, checkout page, etc.) based on ShopBase's suggestions.
Double check your payment provider.
Double-check the effectiveness of your ad campaign.

Aside from optimizing your storefront, you should conduct A/B testing to determine the best method and products that can bring the most benefits to your store.

Related articles

Analyze factors that influence store conversion rates
Analyze and optimize the conversion rate in the View ads to View product step
Analyze and optimize the conversion rate in the View product to Add to cart step
Analyze and optimize the conversion rate in the Add to cart to Checkout initiated step
Analyze and optimize the conversion rate in the Checkout initiated to Complete checkout step
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