How Traffic Sources Impact Online Sales
How an online shopper finds a product or store impacts conversions. Thus optimizing for sales might start well before a prospect reaches a product detail page. Conversion optimization is complicated, as the authors of “Leading Online Shoppers to the Finish Line,” a 2023 Shopify and Boston Consulting Group study, found. For starters, ecommerce merchants use varying attribution methods and buyer-journey definitions. For example, conversion optimization typically focuses on the checkout but differs on, say, page 1 or page 3. Some…