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DESCRIPTION
When managing eCommerce sites, it’s crucial to be familiar with how people interact and engage with your site, and what drives them to buy (or not). In this presentation we discuss best practices for managing an eCommerce Site, how to follow a customer’s conversion path, and how to get the most out of the data you’re collecting
Citation preview
Tackling the Data Trail: How to Uncover Customer Data and
Increase Online Sales
Agenda
• The State of Ecommerce• “Omnichannel”• Data sources• How to use data to make your business better
The State of Ecommerce
Ecommerce is growing
Desktop62%Mobile
21%
Tablet17%
Traffic by Device - 2014 (Q1, Q2)
Source: ShopVisible
The rise of smartphones & tablets
Up from 15%In 2013
Holiday sales are crucial for retailers
“Omnichannel”
Touchpoints
Omnichannel
Data Sources
Measurement
• Web Analytics• Order Management
System• Third Party Systems
• Retail Point-of-Sale• Warehouse Management
Systems• Call Center
• Content Management Systems (Product, Catalog)
• Customer Feedback Channels
Web Analytics
How to use data to make your business better
The Data Trail
Paid SearchBanner
Ads
Email Social Media
CSEs
SEO
Offline
How long are
they staying?
What device
are they using?
Driving Traffic
Why are they
leaving?
What are they looking
at?
Where are they located?
What are they buying?
How much
are they buying?
Website Behavior
Order Emails
Product Reviews
Loyalty/Rewards
Product Follow-
up
Post-Sale Action
The Data Trail
Driving Traffic
Website Behavior
Post-Sale Action
Key Performance Indicators
• Visits – how many visitors came to the site?• Carts – how many visitors added something to their cart?• Orders – how many orders were placed?• Units Sold – how many items were sold?• Revenue - what was the site’s total sales?
• Conversion Rate – Orders / Visits• Average Order Value – Revenue / Orders• Items per Transaction – Units Sold / Orders• Visits to Carts – Carts / Visits• Cart Conversion – Orders / Carts
Key Performance Indicators
1. Driving Traffic
Driving Traffic
Paid Search
Banner Ads
Social Media
CSEs
SEO
Offline
Driving Traffic
Online Advertising
• Keyword & Ad Performance• Campaign Profitability• Testing• Ad copy or creative• Landing Pages
Email Marketing
• Source of Acquisition• Optional Fields• Automated Program Performance• A/B & Multivariate Testing• Segmentation
Email Marketing
SEO
• Keyword Rankings• Competitive Analysis • Keyword Traffic & Landing Pages (Destinations)
Social Media
• Social Media Traffic• Follower Counts• Feedback
2. Website Behavior
Click-Path & Popular Pages
• Click Tracking• Click Path Report• Top Pages
Devices
• Traffic by Device• Bounce Rate• Conversion Rate
Site Search
• Top Searches• Number of Results Found• Searches with Low Conversion Rates
Cart/Checkout
• Cart Abandonment• Checkout Conversion• Checkout Flow
Upsells/Cross-Sells
• Items per Transaction• Product Sales• Average Order Value
Retail Store Integration
• Geo-Targeting• Traffic to Store Pages• Store Inventory
Filtering & Sorting
• Top Attributes• Conversion Rate by Sort• A/B/MVT Test Layout
Product Sales
• Products by Items Sold• Products by Revenue• Products with Low Conversion Rates
Product Reviews
• Conversion Rate on Products with Reviews• Conversion Rate on Poorly Reviewed• Engagement in Navigation
Promotions & Discounts
• Top Promotion Types• Length of Promotion• New Customers
3. Post-Sale Action
Post-Checkout Upsell
• Promo Usage• Traffic from Promo
Order-related emails
• Customer Service Interaction• Orders from Confirmations
Product Reviews
• Number of Reviews on Site• Orders from Email
Key Takeaways
Key Takeaways
• Measure what you can and use that data to make smart decisions. Don’t get overwhelmed!
• Look at trends to track your progress. Are your efforts making a difference?
• Work with your internal teams to ensure that, no matter how your organization is structured, the experience for your customers appears seamless.
Questions?
ShopVisible.com/ResourcesOnlineCommerceInsights.com
Thank you for attending!
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