Online commerce has driven significant revenue for all retailers, and has surpassed other channels like catalogs or physical outlets.
To remain competitive, a retail enterprise must always find unique ways to differentiate its offerings in order to increase their conversion rates of visitors into customers who buy their products. An essential starting step is to understand the why behind each action their visitors take, and it does not only apply to the people who buy, but more importantly who don’t. Why did they abandon the site on their second page? Why did they abandon their cart after having a few items added? Did they have security concerns that prevented them from entering their payment? Did they encounter an error that made them stop?