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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.

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

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

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

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020