Start with the highest impact part of the customer journey or where most people are dropping off. For example, if you see most people leave your site after getting to the checkout page, there may be an issue with that they’re seeing there. If they leave after viewing specific product pages then you may want to try optimizing them.
There are many tools you can use to implement customer journey tracking. Choose the one that works best for you and start using it to optimize your entire website.
When you walk into a store to buy a new dress or suit, you get to touch it and see it. You can see all the colors available, feel the textures, read the labels, and you can try it on to see if it’s a good fit. Buying online doesn’t allow any of this, so it is important that your product pages are up to scratch. The conversion rates on your individual product pages are one of the KPIs you should be tracking religiously.
When someone visits your website, you only get a few seconds to grab their attention. To do that, and make a sale, develop engaging product pages that have as much information about the product as possible. At the same time, it should provide the best representation of the product in photographs or illustrations.
Ugmonk, below, is a great example. Not only does it provide a number of photos, but it also gives you information on the products available, price, a detailed description, sizing, shipping, reviews, and much more. It’s easy to read, and the images are clear.