Test and Compare Merchants
Author: glend
Leading on from yesterday’s point, you may highlight Product A as the main product on your page and then recommend/suggest others, but you should examine your stats and see which one actually converts the best.
Product A may convert 1 in 87 visitors, but that little link at the bottom of the page for Product G may convert 1 in 5. Why? Maybe Product G has free shipping, deliver globally, include a free add-on, a gift certificate, merchant has a better variety of other products too, etc, etc.
If Product G is better at converting then change your page so Product G is the main product listed. Your webpages are NEVER static, there is a constant cycle of experimenting and changing. Always check your stats regularly as things can change due to many factors and don’t rely on other people to tell you what’s the best, as what may work on their site may not be the best for your site, and vice versa.
A merchants commission rate can also be a little deceiving. Merchant A may reward 30% whilst Merchant B may reward 10%, but the key is conversion rate. 30% of zero is still zero, so don’t go flogging a dead donkey because a commission rate is higher, it’s all about conversion.
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