The Omnibus Blog

"You cannot improve what you do not measure" This is an old maxim, but extremely valuable when managing your online business. Customer acquisition is one of the most important aspects in sales, and sellers try different techniques including ads and social media posts to get traffic coming to their website. And the smarter sellers try to measure how much each ad or campaign or post is contributing to the increasing visits to their pages. Now, a visit obviously does not mean a sale - Increased visits can lead to increased sales. But customers who visit your pages drop off at different stages. If one analyses and visualises the patterns of number of customers visiting their site and where they are dropping off, the pattern begins to look like an inverted triangle, commonly represented by a 'Funnel Chart'. For example, of the 100 people who visit your site, only about 43 may view a product detail page. 14 of them may add a product to cart while only 3 of them finally make

 The Supermarket Parallel When a customer visits a supermarket, he finds products beautifully organised in arrays of shelves. There are clear signboards over aisles indicating the categories of products. This structured approach of displaying products makes it easy for customers to purchase their products. Over the years, these companies have analysed customer purchase behaviour and have learnt that organising products in specific ways can result in increased sales. For example, keeping products that are frequently purchased together, like crisps and soda, can be placed next to one another to facilitate quick shopping experience. Alternatively they can be placed far apart to make the customer walk across the market, giving them a chance to explore and discover other products along the way. The latter increases the chance of increasing the basket sizes of customers who came to purchase specific products. Supermarkets also strategically place small but high margin items that are often im