30 Ecommerce Conversion Rate Optimization Tips To Test With Facebook Metrics

Conversion rate optimization with Facebook metrics for eCommerce is probably surrounding you in your everyday e-commerce work-life. In your eCommerce company the metrics are always there if you are doing it right, tons of it, but are you using the metrics to reduce friction and increase sales? How structured are you to solve your e-commerce funnel? What would you do to solve this bottleneck if your current statistics of traffic flowing through it looked like the picture below? 

Ecommerce Funnel CRO Example
eCommerce Funnel CRO Example

Conversion rate optimization with Facebook Events related to e-commerce

  • PageViews
  • Search
  • View Content
  • Add to Wishlist
  • Lead
  • Add to Cart
  • Initiate Checkout
  • Add Payments Info
  • Complete Registration
  • Purchase

Conversion rate optimization with standard Facebook events

  • PageViews
  • Search
  • View Content
  • Add to Wishlist
  • Lead
  • Add to Cart
  • Initiate Checkout
  • Add Payments Info
  • Complete Registration
  • Purchase
  • Contact
  • Customize Product
  • Donate
  • Find Location
  • Schedule
  • Start Trial
  • Submit Application
  • Subscribe

These are some of the possible ideas in 6 categories that could ”solve the problem” in the eCommerce funnel depending on the problem you believe must be experimented around – what would be your perspective on this? 

Content ideas

  • You feel that the bottleneck is on the landing page
  • Missing trust indicators in the cart

Infrastructure / Performance / Tech ideas

  • Missing security badges (safe checkout, ss badge)
  • You don’t have item reservation timer (10 minute expiration)
  • No mobile optimized checkout
  • You don’t use discreet email collection (for add to cart email sequence)
  • Identify the scripts or elements that are interfering with the page load time and apply the appropriate fixes. (Minify/combine the css/js and move to bottom of head/body depending, optimize media sizes and formats, etc.)
  • Optimize checkout process because ATC (add to carters) is bounce
  • Focus on Add to cart to purchase.
  • Add your bounce rate which will tell you what to fix if you combine Google Analytics, user journey flow, then you can see what part of the funnel is broken 
  • You do the same as with Google Analytics but with Facebook analytics instead
  • Create a one page checkout
  • Confirm order buttons are the wrong colour
  • The cart isn’t using a https and it’s giving up a browser error

Marketing ideas

  • Are you using emails?
  • Are you using discreet email collection (for add to cart email sequence)
  • Maybe you need to retargeting the add to cart visitors
  • Maybe try to retarget with discount if they don’t buy after a few more touches
  • You test a Abandoned Cart follow up to recapture sales this way because often people do a 95% check out to see if there are any hidden costs

Traffic ideas

  • Poor traffic for some reason with high bounce 
  • Bad creatives and digital scent between ad, target group and the landing page
  • It’s the target groups
  • You go all in and increase everything with a little harder marketing preasure
  • Delaying your Facebook pixel would get rid of ”sclicks” (shit clicks) and save budget and increase conversion rate.
  • The traffic is going to the wrong page and should be directed to a product page

Payment, shipping and freight ideas

  • Look at the shipping or freight language or additional taxes, something added before checkout?
  • Check things like shipping or freight pricing because people abandoned cart when they have checked the cost
  • You check how long the stickiness is, the time the spent on the checkout before they leave and it would give you a strong hypothesis that the shipping is wrong and offer free shipping and retarget them too figure out why they left

Pricing point ideas

  • Include the cost into the price because you understand there is no logic in trying to make profit at the end of the transaction
  • It’s the price points based on if they’ve added to cart then typically they know the cost of items

How would you reason and what would you test to solve the bottleneck? If you feel inspired to increase your sales then let me know if it helped you. 

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