eCommerce Optimization Firm Says Marketers Often Overlook the Most-Powerful Online Conversion Metrics

August 17, 2007; 03:25 AM
Client research by e-commerce business optimization firm BDXi (www.bdxi.com) reveals that while most online marketers are using sophisticated web analytics applications, many are overlooking an important set of online conversion metrics that can expose specific strategic problems and tactical barriers. As a result, these marketers struggle to identify and address the real root-causes underlying sub-optimal profitability and growth performance.

"Today, most e-commerce marketers have more online metrics than they really know what to do with," Rafe VanDenBerg, CEO of BDXi, said. "But surprisingly, our client research shows that critical decision-page metrics are often being overlooked; or are missing from the analysis altogether. And when visibility and insight around this specific point in the sales funnel are lacking, it's much more difficult to diagnose the major strategic and tactical issues impacting profitability and growth."

According to VanDenBerg, decision pages are where visitors are presented with the "essence" of an offer for a product. Most often, these pages will describe the particular product and communicate its specific benefits and features. At this point, the visitor is also shown the price of the product and a button with which to "buy" or "add to cart."

"As the area of the sales-funnel where visitors really begin to evaluate the entire offer logically, emotionally, and economically, decision-page dynamics represent the most-critical pivot-point in the whole purchase cycle," notes VanDenBerg. "By understanding these decision-page metrics, e-commerce marketers can uncover major profit opportunities in the areas of pricing optimization, customer and prospect knowledge, competitive strategy formulation, and order-size maximization."

A detailed discussion of decision-page metrics and other diagnostic e-commerce sales-funnel conversion ratios can be found in a free online presentation offered at www.bdxi.com/resources.htm.

About BDXi
Business Development Xcellerator, Inc. (BDXi) is an innovator in e-commerce business diagnostics and optimization, helping companies generate more profit and growth from existing investments; achieve profit-optimal conversion levels; increase promotional ROI and systemic profitability; reduce pricing pressures; and maximize transaction- and customer-value. For more information on BDXi, please call 208.938.4356 or visit www.bdxi.com.