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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-22612" class="et_pb_post post-22612 lesson type-lesson status-publish has-post-thumbnail hentry article-category-testing-optimization article-industry-ecommerce article-tags-offsite-personalization article-function-conversion-optimization article-function-merchandising-ecommerce article-type-thought-leadership course-ecommerce-experience-optimization"><div class="lesson-content-sidebar"><div class="lesson-content-sidebar-inner" style="background-color: #dff0e4"><div class="lesson-content-sidebar-header"><h4>eCommerce Experience Optimization Course</h4></div><style>@media only screen and (max-width: 1199px) {
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}</style><div class="lesson-content-sidebar-list"><ol><li class=""> <a href="https://www.dynamicyield.com/lesson/one-to-one-marketing/">A primer on eCommerce one-to-one marketing</a> <span class="mark-as-read" data-id="116707"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/ecommerce-metrics-and-terminology/">Become fluent in eCommerce metrics and terminology</a> <span class="mark-as-read" data-id="116923"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/average-revenue-per-user/">Why ARPU is your most important eCommerce metric</a> <span class="mark-as-read" data-id="23117"></span> <span class="article-read-mark">Already read</span></li><li class="current"> <a href="https://www.dynamicyield.com/lesson/the-economics-of-ecommerce-conversion-optimization/">The economics of eCommerce conversion rate optimization</a> <span class="mark-as-read" data-id="22612"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/promise-and-pitfalls-omnichannel-retailing/">The promise and pitfalls of omnichannel retailing</a> <span class="mark-as-read" data-id="25676"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/modern-buyer-persona-impacts-personalization/">Building dynamic personas for personalization</a> <span class="mark-as-read" data-id="22506"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/shopping-cart-abandonment-strategy/">Shopping cart abandonment recovery strategy, with real-world examples</a> <span class="mark-as-read" data-id="9231"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/ecommerce-growth-hacking/">Ex-Head of Site Optimization at Staples on Growth hacking in eCommerce</a> <span class="mark-as-read" data-id="25769"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/optimizing-sem-traffic-with-personalization/">Optimizing SEM traffic with personalization: A Juniqe.de case study</a> <span class="mark-as-read" data-id="14473"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style=" "><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/ecommerce-experience-optimization/">eCommerce Experience Optimization</a></div><h1 class="article-title">The economics of eCommerce conversion rate optimization</h1><h2 class="article-excerpt">A study in how deploying real-time personalization on your website is as an essential element of optimizing eCommerce customer acquisition.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here’s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Personalization is key to improving conversion rates and reducing customer acquisition costs (CAC) in eCommerce.</li><li style="margin: 10px 0;">By personalizing the user experience, businesses can increase average order value (ARPU) and conversion rates, leading to a significant return on investment (ROI).</li><li style="margin: 10px 0;">For instance, a 10% increase in both conversion rate and ARPU can result in a 40% revenue boost.</li><li style="margin: 10px 0;">Investing in personalization can free up budget for other marketing initiatives, like paid advertising, further improving results across the conversion funnel.</li><li style="margin: 10px 0;">Businesses can find inspiration and guidance from examples and case studies to get started with personalization.</li></ul></div><p></p><p><em><strong>How boosting performance on-site delivers exponential returns at the top of the funnel. </strong></em></p><p>Much like <a href="https://seekingalpha.com/article/73533-mcdonalds-is-a-real-estate-company" target="_blank" rel="noopener noreferrer">Ray Kroc brilliantly comprehended decades ago,</a> marketers today are slowly realizing that we are all in the real estate business. The only difference is while Kroc’s currency was in valuable plots of land next to communities of returning GIs, today’s currency is pixels which become more valuable by the day as traffic shifts to smaller and smaller screens.</p><p>The difficulty of driving eCommerce <a href="https://www.dynamicyield.com/glossary/conversion/">conversions</a> is compounded by the fact that today’s marketing spend is badly imbalanced. Massive AdWords budgets, TV ads, programmatic campaigns, and giant blimps drain marketing budgets to drive traffic to your website while minimal attention is spent converting visitors once they arrive.</p><p>Venture-backed eCommerce brands, in particular, spend a fortune in online, social, and out of home advertising, <a href="https://digiday.com/marketing/challenger-brands-embrace-classic-ad-channels-thinx-casper-like-subway-ads/" target="_blank" rel="noopener noreferrer">developing complicated regression analyses</a> to determine the value of every eyeball. No word yet if they’ve seen any boost in conversion rates from bored New York City residents trapped on delayed trains with little reading material.</p><p>However, focusing solely on traditional acquisition metrics neglects a crucial variable in optimizing <a href="https://www.dynamicyield.com/glossary/customer-acquisition-cost/">customer acquisition cost</a> (CAC). CAC is ultimately dependent not only on your efforts to bring users into the funnel but also on how well they convert once they arrive. If you deliver superior experiences to users once they arrive on-site, you can justify being more aggressive in your bidding and ad spend, taking on a higher CAC while remaining ROI positive.</p><p>As a result, deploying a <a href="https://www.dynamicyield.com/glossary/personalization-engines//">personalization engine</a> on your website should be seen as an essential element of optimizing the customer acquisition, improving <a href="https://marketing.dynamicyield.com/benchmarks/conversion-rate/">conversion rates</a>, and delivering on the promises of <a href="https://www.dynamicyield.com/lesson/promise-and-pitfalls-omnichannel-retailing/">omnichannel retailing</a>. Here’s how a <a href="https://www.dynamicyield.com/lesson/cro-plan/">conversion rate optimization</a> in eCommerce may help your business:</p><h2>How to increase conversion rates by boosting the value of your visitors</h2><p>To understand how <a href="https://www.dynamicyield.com/lesson/web-personalization/">web personalization</a> can boost your acquisition efforts, let’s start by taking a look at some basic metrics for an eCommerce website.</p><p><img decoding="async" style="box-shadow: 0 0 10px #eee; border: 1px solid #d8dada54; margin: 20px auto; padding: 7px;" class="aligncenter size-full wp-image-22911" src="https://www.dynamicyield.com/wp-content/uploads/2017/07/table-1.png" alt="table-1" width="667" height="57" /></p><p>Now, let’s say that personalizing experiences results in a 10% conversion increase and 10% boost in <a href="https://www.dynamicyield.com/glossary/average-order-value/">average order values</a>, results clients have realized with Dynamic Yield.</p><p><img decoding="async" style="box-shadow: 0 0 10px #eee; border: 1px solid #d8dada54; margin: 20px auto; padding: 7px;" src="https://www.dynamicyield.com/wp-content/uploads/2017/07/81f0e6cf-1825-453c-b1fd-f8039b8e9007_pastedimage0.png" alt="eCommerce Conversion Rate Optimization Strategy" class="aligncenter size-full wp-image-22911" /></p><p>Since personalization impacts several KPIs that contribute to revenue, small increases in each piece of the revenue puzzle can lead to big outcomes. But things really get exciting when we start applying these gains back into the top of the purchase funnel.</p><h2>How to increase conversion rates: Small uplifts can drive traffic acquisition miracles</h2><p>For the purpose of this example, let’s imagine your eCommerce website has an average of 50% margin across all products. Also, recall from the table above that ARPU is $2.00. What does this mean for your traffic acquisition efforts?</p><p><span style="font-weight: bold;">$2 ARPU & 50% margin -> $1 ROI positive traffic acquisition cost </span></p><p>Essentially, if you spend $1 or less to drive a visitor to your site, you are looking at a positive return. But watch what happens when we apply the uplifts from personalization.</p><p><span style="font-weight: bold;">$2.42 ARPU & 50% margin -> $1.24 ROI positive traffic acquisition cost. </span></p><p>With the additional revenue from personalization, you can invest more money back into your traffic acquisition campaigns with greatly extrapolated returns. Simply increasing bids by 25% can move your product into coveted prime real estate on Google, <span style="font-weight: bold;">driving in excess of 2X as many clicks. </span></p><p><img decoding="async" style="box-shadow: 0 0 10px #eee; border: 1px solid #d8dada54; margin: 20px auto; padding: 7px;"
src="https://www.dynamicyield.com/wp-content/uploads/2017/07/a11c9a4a-aeeb-4d18-b0cc-3fc8ecd41637_pastedimage0.png" alt="How to increase conversion rates by improving your CAC value" class="aligncenter size-full wp-image-22911" /></p><h2>Putting it all together</h2><p>OK, so now things get really exciting. The boost in Google search positioning resulted <span style="font-weight: bold;">in 15% more visitors coming to the website.</span> Here’s what our metrics look like now:</p><p><img decoding="async" style="box-shadow: 0 0 10px #eee; border: 1px solid #d8dada54; margin: 20px auto; padding: 7px;"
src="https://www.dynamicyield.com/wp-content/uploads/2017/07/2fb90a51-6d0a-4efa-ac7c-83552c0d4976_pastedimage0.png" alt="Optimizing your eCommerce KPIs can get you an uplift of up to almost 40% revenue growth" class="aligncenter size-full wp-image-22911" /></p><p>Uplifts of 10-15% across different stages of the funnel add up to almost 40% revenue growth. Now, we are getting our yearly bonuses paid for!</p><p>Ultimately, optimizing eCommerce customer acquisition moves far beyond looking at return on investment on advertising spend. By investing in personalization, you’ll make the most of your existing website traffic and have more money to invest in acquisition, improving results at all stages of the <a href="https://www.dynamicyield.com/glossary/conversion-funnel/">conversion funnel</a>.</p><p><em>Looking for inspiration to get started? Find more than 100 <a href="https://www.dynamicyield.com/personalization-examples/">website personalization examples</a> to kickstart ideation and start driving conversions.</em></p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/ecommerce-experience-optimization/">eCommerce Experience Optimization</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/offsite-personalization/">Offsite Personalization</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #dff0e4" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/promise-and-pitfalls-omnichannel-retailing/" title="The promise and pitfalls of omnichannel retailing">The promise and pitfalls of omnichannel retailing</a><a rel="prev" style="background-color: #dff0e4" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/average-revenue-per-user/" title="Why ARPU is your most important eCommerce metric">Why ARPU is your most important eCommerce metric</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section></div> <script type='text/javascript'>//DY.API('siteVar', {id: 128, value: 'Shana Pilewski'});
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});
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$ = jQuery.noConflict();
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function getUrlParameter(sParam) {
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addScript('https://fast.wistia.com/assets/external/E-v1.js');
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height: 0;
width: 1px;
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