Solutions for eCommerce Marketers on Tricky Conversions

Solutions for eCommerce Marketers on Tricky Conversions

Dennis van der Heijden
November 25, 2014
Ecommerce A/B testing

Are you an online eCommerce marketer and you are looking for the best solution for tricky conversions? Well, you are in the right place. I bet you have tried this with your campaign’s ROI equation but you feel it is not working. Well, you are missing something. ROI (Return of Investment) equation will not show you everything.  Nemo Chu, along with Convert Experiments A/B testing software” href=”” target=”_blank”>Convert, held a webinar that has clearly backed up this information. In the webinar, it was clearly shown how you cannot derive information from your ROI.

This is the biggest mistake that online marketers do when they are working on a campaign. Most of them end up being fooled by this is the kind of scenario each time. The question is; what is the solution for these tricky conversions?

Understanding your A/B test

[Tweet “A/B tests help you understand elements that promote #conversion through comparison”]

It is advisable to take these tests and make each one better than its previous test. This can help you make a good decision as a marketer.

According to statistics, 87% of online marketers do not know the following

  • 61% out of the 87% do not have any idea if there is any testing that efforts in growing businesses online
  • the remaining number have an idea what is A/B testing but the problem is that they do it wrongly. Their tests do not grow the business

However, when you look at the whole topic, you will find that there is a very big disconnect between the theory part of it and the reality. Therefore, the question is, how do you tackle tricky conversion?

Funnel Analytics

The only way you can tackle tricky conversion is through funnel analytics. This is the point wherein you, as an online marketer, should introduce analytics to your equation. Majority of eCommerce marketers are using basic funnel analytics tools to tell which A/B test is the best. They end up using the information they receive to make a decision.

The decision ends up being wrong due to lack of detailed data. What if there was an analytics tool that could do this for you? What you could do with a bit more information? Well, an example of a full funnel analytics platform that will give you more data is found in KISSmetrics. The software found in the website It is a people based analytics tool that gives you more data including the customer’s possibility to bring you more money. According to a Neil Patel blog post:

“Whether people are attempting to sign up for your online service, or purchase a product from your website, there will be a certain number of steps they will have to take in order to give you money. Funnels help us see this process (or processes) easily, by giving us a visual representation of the conversion data between each step.”

How can the information be applied?

ecommerce Funnel conversion optimizationThe information you have received may be applied in many different scenarios. Remember, your goal is to make sure you succeed in what you are doing and make the most of your opportunities.

Direct marketing

Direct marketing is considered as the best form of marketing when it comes to online businesses. However, it is a well-known fact that direct marketing will be difficult without information. With proper and detailed data, getting to one destination will be much easier.

Customer satisfaction

The information can be used to ensure customer satisfaction. It is a known fact your clients/customers are not equal, but all are important to you. Through the webinar, you will clearly see how this information is much important to your business. If you want to find out more about eCommerce Marketers on Tricky Conversions or Nemo Chu’s discussions, you can view the entire webinar here.

Originally published November 25, 2014 - Updated April 15, 2019
Dennis van der Heijden
Co-founder and CEO of, Dennis is a passionate community builder and out of the box thinker. He spends his time innovating to make Convert Experiences better. Learn about his journey as an entrepreneur and leader on the SaaS Club podcast.
Guest Post Form

We have brought thought leaders, influencers, visionaries and veterans to our tribe. Now it’s your turn. If you have something worthwhile to share with a large community of savvy testers, go ahead and pitch your post idea. We’re listening.



[hclightbox id='5' text='Anchor text']