Optimizing Beyond Conversion Rate Optimizely For retailers, optimization is not just about increasing conversion rate or average order value; in fact, many retailers have realized that optimizing for more than conversion rate and AOV are going to be critical to winning in ecommerce. Take Brooks Running for example. The running company recently examined purchase pattern behavior of customers that returned merchandise and tested how to improve customer satisfaction and revenue by anticipating and preventing shoe returns. Why focus on returns and not conversion rate? Because returns come at a cost — a cost of time, money, and opportunity for both the company and the customer. It can take several weeks before the customer ships the return, Brooks reprocesses the SKUs and restocks the shelves.

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