Many moons ago, before Google Analytics came along, how many visitors to a website was analyzed by processing the web server’s access logs.
Before long, search engines bots would come along, polluting this data or the access logs grew out of hand, require constant pruning.
And before long, marketers, started adding “pixel” retargeting.
The dirty secret about many of these tools is that you may see all the data flowing into your dashboard which I’ll explain why in a moment.
What Is A Conversion Rate?
First how does one calculate conversion rate, especially for e-commerce and shopping carts.
Sometimes this can be done based on a user session, a unique visitor, or unique lead.
A user session can sometimes be defined as same visitor over 24 hours. If the same person comes back over 24 hours later, you could look at this as 2 sessions or 1 unique visitor.
None the less, this is important if you are getting a base line conversion rate so you can make tactile business decisions such as buying more product, planning your OKRs or KPIs, or scale your cold lead traffic through Facebook Ads or Google Adwords.
How To Calculate Conversion Rate
To calculate the conversion rate especially in eCommerce, it’s the conversions / number of unique visitors or leads
A conversion could be at any step of the funnel.
For example, getting cold traffic from Facebook Ads, a conversion could be when someone clicked on the ad, landed on the page, or perform an action like signing up with their email.
But depending on how your configured your analytics or Facebook pixel, you may not be getting all the data you’d expect to make the right decision on whether you funnel is converting.
The Dirty Secret About Facebook Pixel Tracking
The snippet of code that Facebook asks you to add to your page are lazy loaded.
What this means is that script must be fetched, script is unpacked, the program evaluated, and then executed.
If the code is added towards the bottom of your page, this means, this important tracking takes the least priority.
And this is for good reason.
Facebook doesn’t want their pixel to interfere with the user experience or perception of whether your website is “fast” or “slow”.
However, there is a trade off.
If your e-commerce shopping cart has <script> or <style> tags earlier, those scripts will take priority and block the page from rendering until they are completed.
And then you risk a “bounce” before Google Analytics or Facebook Pixel is able to fire.
See, Google Analytics while it does record bounce rates, it assumes the page loaded completely and user click the back button.
But what it’s unable to measure is when a user abandons the navigation before the page loads.
I experienced this problem the hard way with one of my e-commerce web site.
Facebook Pixel’s View Content Event
The Facebook pixel is powerful mechanism for retargeting.
When I ran traffic through my ad, I had noticed on my $5/day ad sets, I was getting 20 link clinks, but only 8 would register the “View Content” and some 3 events converted into a “Lead”.
I realized the issue was that FB pixel wasn’t being fired. Not because of a bug with Facebook, but my page was too heavy. Too heavy for mobile and too heavy for desktops users with low bandwidth.
To improve the conversion rate, I had to strip the page down, removed the hero image, resize images, removed the background and parallax scrolling.
I removed plugins like crazy egg and app sumo.
And finally, signed up for a free CDN with CloudFlare.com
And now, 20 links clicks were converting to 19 “View Content” and I was seeing a 60% conversion rate.
I realized that hero images and backgrounds are distractions from the core message.
So less is more.
Chum Cart – Fastest Shopping Cart Ever Built
These lessons is why I decided to build Chum Cart.
I looked at many existing shopping carts, loaded with features with the bells and whistles.
But like with anything, there is a trade off.
Many shopping carts are bloated with scripts. Some good, and the rest, mostly bad.
Chum Cart, I’ve taken the Google approach of being the fastest e-commerce shopping cart on the market.
It’s for those who care about speed.
The problem I see with many features is that they were poorly implemented. And especially as the world moves over to mobile (over > 50% of web traffic today is mobile), you have to think mobile first.
And you have a 3 seconds to display your offer, otherwise, the bounce rate increases to over 50%.
Chum Cart was built as mobile first, leveraging the experience of building and running multi million dollar e-commerce sites.
Chum Cart is working closer to a private beta. If you are interested in piloting, please drop a comment below.