I am becoming a lot of becoming a big e-commerce retailer. You may be phenomenal in copying websites, email marketing, social media strategy, and paid advertising.
But even if you possess all the most sought after skills, how do you decide where to spend your money time? The answer lies in your customer analysis.
To better understand the user analytics you should track, you need to dig into the different data points and what they mean. Then determine which questions you want to answer about e-commerce performance and how to integrate this analysis into your content eCommerce strategy.
Once you track the correct data, you can begin to use the resulting customer insight to inform business decisions and improve acquisition, retention and customer loyalty.
What are analytics customers?
Customer analytics refers to a collection of data points that indicate what customers are communicating about, how, and for how long. Interpreting this data can help you understand the resonance among different segments of users.
All yours marketing initiatives they will be accompanied by some form of user analytics. Consider your site and the following examples of relevant user analysis:
- Number of daily pageviews.
- The number of users who click on the presented homepage offer.
- The percentage of users who bounce in relation to the number of users who stay to visit another page.
- Average time spent on a website.
All of these metrics can help you better understand the performance of your site.
These measures are constantly changing, and some of the factors may be beyond your control. If you have fewer than-average views on Saturday, it could be because you just changed your keywords on Google Ads – or maybe most of your audience prefers to shop during the week.
The only way to understand your analytics is to dig. Once you take a closer look at the data, you can start making more informed business decisions about what works and what changes should go forward.
Customer Analytics Alerts and Shutdowns
Understanding and analyzing customer behavior through analytics requires insight into different areas of your business, asking questions and diving into measurements.
Your tool for selecting most of these base numbers will be Google Analytics, which is free to use. But many of the tools you use to create an e-commerce experience will also get their own analytics to give you a more detailed understanding of specific areas of your business. In addition, Google Analytics is limited to your site and always gives a complete picture of the performance of broad marketing activities, such as email marketing performance.
The breadth and depth of analytics you can collect depends on how much tools and integration they rely on and the amount of data they provide. However, there are many questions that user analytics can answer and that will be crucial to the development of your marketing.
How e-commerce user analytics can improve your strategy
Guessing is rarely an effective marketing strategy. But collecting, analyzing, and making decisions based on actual data attributed to customers will always work in your favor.
1. Record, store and organize customer data.
There are many ways to collect data and many tools that offer a certain form of user analytics. But to fully understand and act on that data collection, you need a single place to manage your data.
This will allow you to see all the analytics coming from the various systems, tools and integrations that make up your e-commerce experience.
When all your marketing activities are managed by a single data warehouse, you can better secure efficiently omnichannel experience for each customer and facilitates the implementation of high priority marketing strategies.
2. Analyze and make decisions with this data.
Data can be very difficult, but it is up to you to gain insights that will change the course of your marketing reach.
Once you have all the user analytics in one place, it takes time to implement and act. Use these data points to identify the most effective and consistent in your marketing strategy to identify shopping habits and make iterative changes to your user experience.
While you may be trying to keep going and win overhaul sites, these small changes are usually the most effective. As you layer them and evolve over time, you can watch your strategy improve day by day. And in case something goes wrong, it is easier to follow it, to which the change must be reversed.
A lot of analytics from your clients will steer you in a clear direction for your next move. But if you’re sure what exactly a particular data point means, use it A / B testing to test your hypothesis about different subgroups of users before you start to change.
Important metrics for tracking Customer Analytics usage
Customer analysis will be crucial to any marketing effort you make – whether it informs strategy or shows results. But most retailers invest in a few basic elements of success first and foremost:
1. Mobile adoption.
Customer analysis can help you understand the mobile network acceptance rate or how many people are using your mobile app or mobile version of your site. It is incredibly important to look beyond your website if you aim to create an optimal omnichannel experience.
Google Analytics will look different from device to device, as audiences will interact differently with your content on each device. Per segmenting if we look at mobile devices and mobile acceptance numbers, you can better understand what needs to be improved on specific devices.
2. Customer retention.
Multiple customers are one of the most valued resources you have – in fact, responsible for 40% of brand revenueThis is why you focus on customer retention is one of the best ways to reduce customer acquisition costs (CAC). It also means that the repeat purchase rate (RPR) is one of the most important metrics for your business.
The repeat purchase rate tells you how many customers return to make another purchase. If that number is too low, you may want to start putting more effort into a customer retention strategy.
This may include creating more education content teach customers about the benefits of your product or it could mean creating a reward program that will impact your customer’s next purchase. No matter which method you use, retaining the client should always be a top priority.
3. Engaging users.
Just because customers visit your website and view your content means with it as well. The difference between whether your website offers value or just bridges the surface lies in user analysis, such as home page exit rates and page time.
If you find these numbers low, consider how you can add value to different points of contact in your customer’s path. For example, if you find that website visitors rarely spend a few seconds on their homepage, you can try implementing a video on your home page that talks about your brand.
The direct-to-consumer furniture brand has implemented this strategy throughout its homepage using videos to show customers key attributes of their user experience, such as how easy it is to assemble one of their sofas.
To get even more resonance information with customers, use the heat map to see where people click on each page. This can give you more precise details about which areas to interact with and which optimization you could use.
4. Purchase through applications.
Conversions are probably the most important lowest metrics, which means that while looking at mobile device adoption and other analytics on mobile devices, you should also look at in-app purchases.
Similar to mobile phones, you can segment user analysis by device. To better understand in-app purchases, you’ll need to look at your goals and conversion rates. Once you get these numbers, compare them to what you see using desktops.
If you experience a relatively low number of in-app purchases compared to mobile and user numbers, you probably want to start thinking about how you can optimize your mobile experience, either by creating a simpler subtraction or by rethinking the design of the site to better suit the user experience.
Analytics customer questions can help you answer
Every good trader is creative and curious. Creativity is crucial to the idea of new growth strategies and tactics, while curiosity prompts you to explore whether those ideas were successful either on the flop, or somewhere in between.
Vendors have a multitude of channels to choose from when deciding where to focus their time, attention and budget. But the most effective channels will change from company to company and brand to brand. What works for you will not necessarily work for someone else, and vice versa.
Data analysis can answer questions about anything that can be measured or tracked, which means diving into those numbers will also tell you which marketing channels are most effective.
Instead, the answers are just as good as the questions about creativity that are asked of them and the curiosity of the salespeople.
1. Which channels attract the most new customers?
Buyers’ customers are always on the seller’s mind, because brands are always interested in the best ways to attract new customers. Therefore, efforts on demand generation focus on the mere question of which channels will attract new customers. Using user analytics in this scenario tells you exactly where the new traffic is coming from.
Again, this will vary from company to company and what works for you may not necessarily work for someone else, so it’s important to look closely at the data before spending your time and money on expensive buying methods if you don’t have data that they tell you how it will pay off
Do new customers come through referrals or do they come organically? Can you narrow it down to different channels like social media, blogs or podcast sponsorships? It may come from affiliates or influencers. Knowing which channels are most likely to attract new audiences means knowing where to spend your money on creating and growing demand without suffering from the sky CAC.
2. What is the most common path of a customer from awareness to advocacy?
The customer’s journey describes in detail the steps the customer takes from their first point of contact with your brand to their final destination – purchase.
In addition to understanding which channels customers are most likely to find you through, customer analytics can also give you a better understanding of which points of contact are coming from. conversion and, finally, advocacy.
The attribution model can tell you which websites, resources, and other content resonate most with customers by examining how often it serves as a touch point in the customer’s path. Once you learn what these touch points are, you can concentrate more on them as you develop your marketing strategy.
For example, maybe half of your customers review one of your five webinars before a conversion. With this information, it makes sense for your team to start making webinars on a regular basis, as it obviously provides value to its customers and creates brand advocacy.
3. What are our most profitable revenue channels?
At the end of the day, your goal of marketing advertising is to contribute to the lowest revenue targets, which raises the question of which channels actually contribute the most to achieving sales and impact at a high level. average order value (AOV)
The good news is that you can segment different channels, pages, and touch points based on their value. After you set goals in Google Analytics, the page value will be attributed to each page on your site the average number of sales looking at transaction revenue plus the total goal value divided by the unique pageviews.
Once you understand the perceived value of these channels, you can give them priority in your marketing efforts because you know they are becoming most proud.
4. Which users are the most profitable?
While your marketing strategy deserves a lot of credit for making dollars, some customers are more inclined to buy than others. You’ll probably find a few natural fans of your brand and will keep coming back for more just on your own. Some will even become proponents of your brand and influence recommendations.
Look at the value of user life expectancy to better understand who these customers are and what patterns or behaviors among them are consistent. Then use this information to inform about your future marketing. For example, if you find that more than half of your customers with the highest life expectancy are men under the age of 30 living in Boston, you could begin to aggressively target a demographic category in marketing and messaging.
In addition, once you’ve identified who are the most profitable customers, you can create additional strategies – such as customer loyalty programs – to influence increased AOV, more regular purchases, testimonials from family and friends, product reviews, and product feedback. user experience through surveys.
5. Where do we lose customers and why?
In the same way that you can review all the things that are most effective on your website and during your customer journey, user analytics also helps you identify areas that could use some TLC.
Look at pages with high exit and homepage rates or low conversion rates to see where you have room to progress. These analytics give clues to tell you where customers are spending their least time or are for some reason discouraged from continuing the customer’s journey. These areas generally have little customer satisfaction, so they have plenty of room for improvement.
For example, otherwise your product pages show higher than ideal home page exit rates. You can duplicate the copy on product details, increase the number of images it contains, or add customer reviews and social proof. Once you have determined which points of contact need to be rechecked, you can review them individually.
This is also a great opportunity to implement some A / B testing to gather more data on which changes work best in browsers to better understand what resonates before any permanent changes.
6. What behaviors are associated with high retention rates?
As discussed, your repeat customers are one of your most valuable assets, which means analyzing the behavior of repeaters and loyal customers is a great way to set yourself up for success in your marketing.
By segmenting your customer base to view multiple purchases and the most loyal users then analyzing the content or pages they interact with the most, you can better understand how to improve retention rates down.
This behavioral data can tell you as little as the fact that more personalized email automation will win the hearts of customers looking for VIP treatmentor could inform about a larger marketing strategy, such as consideration subscription model for their products.
7. What features resonate with customers?
Again, you’ve probably integrated different tools with your own e-commerce store to create a superior customer experience. Some of these may include a referral program, a customer support platform, pop-up forms, a review system, or various transactional methods, but there are thousands of e-commerce tools
Although all of these capabilities are attributed to customers ’own analysis, it is important to monitor their performance regularly. Perhaps chatbot and customer service are important points of contact because customers regularly have questions about size. Or perhaps discovering that flexible payment methods reduce friction and increase conversions. On the other hand, you may find that engagement is low with these features and has a negative impact on your customer’s analysis.
The Solo Stove uses a search feature on its homepage that allows customers to find the closest location for them. It is likely that they were able to apply this feature because they saw that customers often visited the merchant locator page they searched at the bottom of the site and wanted to optimize it to find the location more convenient.
But if they ever discover that this feature is changing by conversion like it used to, they could experiment with change call to action (CTA) or reducing the form field and just looking for the zip code.
It’s important to keep cards about different features and check them regularly to better understand what helps and what hurts, and then adjust or remove those that keep their promises.
There are many nodes that make up your e-commerce experience, but immersing yourself in the details will push your business forward.
8. What does an optimal user experience look like?
By combining insight into all data analysis questions, you can better answer one of the most important questions of all: How to improve the user experience.
And go the best way you know what people think? Ask them. Submit customer surveys and ask for feedback when customers make a purchase, or better yet, when shopping so you can better enhance an experience that meets their needs. If you ask clients for what they are looking for, it provides direct and qualitative insights into operation and maintenance.
In addition, consider implementing pop-ups on your site that ask customers more about themselves and the experience you’re looking for with your brand. Asking some basic questions, even if you’re just a birthday or gender, gives you more information that you can use in your marketing efforts.
Use Customer Analytics to optimize your online business
Once you begin to understand some of the answers to some of these questions, you can combine real-time data and customer insight to optimize your online store. With a deeper understanding of your customers, you can develop strategies for Personalization, target and respond to their needs and behaviors.
1. User segmentation and targeting.
Once you get more information about the behavior of different customers, you can use them to segment different audiences in your online store and in other marketing activities to further target them.
This type of customer segmentation will be very strong when it comes to targeting future campaigns and events for specific groups of people based on shopping history and preferences.
For example, once you can compare the behavior of non-customers compared to current customers, you can use them to inform your popup forms. Skin care company, Bliss, is using its jump-out intention to offer customers 15% of the first order online. This incentive is perfect for first-time customers.
For returnees, you might recommend recommending a subscription to their newsletter or filling out a feedback survey because they are no longer eligible for the first discount.
In addition, once you have collected customer data and attributes, you can use them predictive analytics further personalize the customer experience. Using such big data is extremely useful when it comes to product-based content and purchase recommendations.
Using the market segmentation and targeting, you can ensure that the right audience sees the messages you want to communicate.
Shopping habits and behaviors can vary from location to location, which means you can use customer analytics to target customers by location and make the experience hyper-relevant.
For example, many stores use different themes depending on whether customers are located in the U.S., Europe, or another country. This is usually done based on customer analytics – brands recognize that customers in different locations respond to different experiences, so they apply them in each country.
While this is often noticed on a website, it can also be worded into small details that affect the user experience, such as currency or date format. While this may seem insignificant to you, it can assign it all to the customer.
3. Product attributes.
Once you understand what your customers are most interested in, you can use it in product development and design as well as in your product product details pages.
You can better understand which product attributes to focus on by looking at best-selling or top-rated products and not matching similarities. In addition, you can try to ask customers directly by sending a email after purchase including a survey or questionnaire to get feedback on who are the main drivers of the purchase.
The Woolrich outerwear brand has a very extensive product page that contains many common elements that you can find on a similar brand website, as well as a list of lingerie details and a comparison chart when you scroll further down.
If shoppers are looking for certain qualifications before buying items with large tickets like a park, an excessive amount of information is likely to be a major influence on their purchase decision, while it may not be necessary when shopping with a company that sells t-shirts. .
In addition, the comparison chart helps the customer make the best decision and gives them all the information they need in one place so they can decide between different options on the brand’s website rather than being prone to competition scrutiny.
4. Ad redirection.
Advertising is a great brand detection tool, but if you’re spending money on channels without using customer analytics to refine your targeting, you’re likely to throw away too much network.
Using customer data to redirect your ads allows you to enjoy your audience based on the behavior you’ve already analyzed. Analytical customer inquiry will help you build a full paid advertising campaign that is also likely to get a higher return on ad investment (ROAS) than if you were just selling to a wider audience.
For example, you may have found that your customers are usually over 45 years old. You can use this to target that audience through different advertising channels, because you already know that your products are more likely to resonate with that group.
In addition, this information can allow you to find an audience that shares similarities with your current customers lookalike audienceBy taking on the characteristics of your current audience, finding others who share such behaviors and preferences, and directing your advertising toward them, they are more likely to offer you products that you feel are relevant.
Customer analytics is perhaps the most important asset a market can own. But it’s useless if you regularly monitor, analyze, use them to influence your decision-making, implement changes based on your findings, and create a data management system.
Starting by asking the right questions about your site’s data and various user behaviors, as well as user analytics, will provide you with all the answers you could ask for – and more.