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Today’s post is relevant for ecommerce and SAAS websites, or any other website where clients could experience error messages leading up to a conversion.

In a recent video, I talked about how we were able to identify error messages that were appearing on a client’s website and then we were able to see which errors were having a large impact on sales. I find seeing a picture of data is a lot easier than just talking about it, so I created a graph that plots all the error messages out against revenue.

What we found was that errors at different stages of the buying cycle had different impact on sales.

In this case, an error message that is occurring late in the piece (probably something like an invalid credit card number) isn’t having a large impact on sales.

On the other hand, an error message that was being seen by more than 300 people resulted in a very poor sales outcome. The difference between the two error messages was 61X revenue!

We want to avoid having scenarios that are experienced by a large number of people and that lead to low revenue.



If your users are getting errors when they are trying to view products, fill in forms, download files, interact and/or generally shop on your website and they have not committed to a purchase yet, then it is very likely that they will hop off your website and go somewhere else.

Hopefully, your website is generally error-free, but if you’re wondering what might be causing your visitors to leave without buying then please contact me for a discovery call.

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020