E-commerce advertising does not operate in isolation. The customer usually experiences the advertisement, product page, offer, checkout process and post-purchase communication as parts of one journey.
Consider the offer
A campaign can attract attention, but the customer still needs a clear reason to consider the product.
Review the product page
Visitors should be able to understand the product and identify the next action without unnecessary confusion.
Build appropriate trust
Accurate product information, clear policies and genuine proof can reduce uncertainty.
Use data as a decision tool
Look beyond one isolated number and consider the wider journey when reviewing performance.