E-Commerce Link: Keepin’ It Optimized
Momentum. Does each page engage the buyer and persuade him to take action? Can you capitalize on upsell and cross-sell opportunities?
Communications. Does your site content convey your message effectively, and is the copy persuasive? Is it clear where visitors are within your site, and why, based on their goals?
Value. Does the Web site not only communicate the value of your products and services, but also of doing business with you?
Service after the sale. How do you support customers after the transaction? Can customers easily find their shipping and product questions on the site?
Environmental and Conditional Factors
These factors exist largely outside of a company’s immediate control:
Product relevance. Do your products deliver on the promise made to the customer? How relevant is your offering?
Conversion type. Is your site’s objective to sell products or services, sell content, or generate leads? A significant percentage of all traffic won’t convert, regardless of how well a marketer optimizes its site.
Product buy-in and buying cycle. How complex is the sales process? Does your product require endorsement from another person before a purchase decision is made? How much time is a visitor willing to devote to the conversion process?
Market potential. This is the total dollars available in a product or service category. Keyword research can help determine this figure.
Competitive environment. What are your competitors doing, and how does it affect your sales?
Each of these factors can be taken into account, and each factor also can affect the others. For example, all factors being equal, a Web site with strong brand confidence might expect the same online performance as a lesser-known site with a stronger PEF score.
Using These Factors to Build Tests
These factors can be used to help narrow your testing choices and focus on known trouble spots.