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Are lower conversion rates acceptable if average order value is higher?
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How closely tied are the quality of traffic to website and the conversion? If closely, should we first look at quality of traffic to improve conversion?
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How can I accurately pinpoint the reason they visitors are not converting?
Great questions, Expressionbynad.
- Yes. In my experience, there’s an overfixation on conversion rates as a success metric, but it doesn’t always tell the full story of what’s best for a business. Many companies don’t actually have a conversion problem, and for some of those influencing AOV can often be more impactful. This is why Revenue per Visitor (RPV) is typically a better KPI for evaluating controlled experiments, as it accounts for both conversion rates and AOV.
- Extremely tied. And yes, absolutely! No CRO tactic will make unqualified traffic convert. If your visitors aren’t the right fit for your offer, no amount of optimization will fix that.
- This is a deep topic, but my go-to recommendation is running on-site polls.
- Ask visitors what’s preventing them from converting when they show exit intent.
- Ask recent purchasers what nearly stopped them from buying on the order confirmation page.
- Make sure to use open-ended questions (no pre-selections) for richer insights!
There are several Shopify apps that can help with this. The data you gather will give you a much clearer picture of your users’ friction points.
Hope this helps!
Carlos