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Tackling the Data Trail: How to Uncover Customer Data and Increase Online Sales

How to Uncover Customer Data and Increase Online Sales

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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

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Page 1: How to Uncover Customer Data and Increase Online Sales

Tackling the Data Trail: How to Uncover Customer Data and

Increase Online Sales

Page 2: 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

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The State of Ecommerce

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Ecommerce is growing

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Desktop62%Mobile

21%

Tablet17%

Traffic by Device - 2014 (Q1, Q2)

Source: ShopVisible

The rise of smartphones & tablets

Up from 15%In 2013

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Holiday sales are crucial for retailers

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“Omnichannel”

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Touchpoints

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Omnichannel

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Data Sources

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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

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Web Analytics

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How to use data to make your business better

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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

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The Data Trail

Driving Traffic

Website Behavior

Post-Sale Action

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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

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Key Performance Indicators

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1. Driving Traffic

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Driving Traffic

Paid Search

Banner Ads

Email

Social Media

CSEs

SEO

Offline

Driving Traffic

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Online Advertising

• Keyword & Ad Performance• Campaign Profitability• Testing• Ad copy or creative• Landing Pages

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Email Marketing

• Source of Acquisition• Optional Fields• Automated Program Performance• A/B & Multivariate Testing• Segmentation

Email Marketing

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SEO

• Keyword Rankings• Competitive Analysis • Keyword Traffic & Landing Pages (Destinations)

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Social Media

• Social Media Traffic• Follower Counts• Feedback

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2. Website Behavior

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Click-Path & Popular Pages

• Click Tracking• Click Path Report• Top Pages

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Devices

• Traffic by Device• Bounce Rate• Conversion Rate

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Site Search

• Top Searches• Number of Results Found• Searches with Low Conversion Rates

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Cart/Checkout

• Cart Abandonment• Checkout Conversion• Checkout Flow

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Upsells/Cross-Sells

• Items per Transaction• Product Sales• Average Order Value

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Retail Store Integration

• Geo-Targeting• Traffic to Store Pages• Store Inventory

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Filtering & Sorting

• Top Attributes• Conversion Rate by Sort• A/B/MVT Test Layout

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Product Sales

• Products by Items Sold• Products by Revenue• Products with Low Conversion Rates

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Product Reviews

• Conversion Rate on Products with Reviews• Conversion Rate on Poorly Reviewed• Engagement in Navigation

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Promotions & Discounts

• Top Promotion Types• Length of Promotion• New Customers

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3. Post-Sale Action

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Post-Checkout Upsell

• Promo Usage• Traffic from Promo

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Order-related emails

• Customer Service Interaction• Orders from Confirmations

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Product Reviews

• Number of Reviews on Site• Orders from Email

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Key Takeaways

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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.

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Questions?

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ShopVisible.com/ResourcesOnlineCommerceInsights.com

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Thank you for attending!