How Can I Use Data and Analytics To Improve My eCommerce Performance?
You must first identify critical metrics and data points to track your progress. Valuable metrics include awareness, conversion, consideration, retention, and advocacy. Below are four ways to use data and analytics to drive your sales.
Deploy Customer Data To Develop New Products
Trends and changes in customer experience and behavior create the need to develop new goods or designs. Customers also prefer satisfactory services and excellent delivery. Failure to meet market needs will see your customers seek satisfaction from competitors.
A data-driven marketing strategy comes in handy to help you identify improvement areas based on customer data. Your endgame should be improving your customer relationship management skills.
First, use analytic tools to identify gaps in different areas of your operations. Then, use the insights to design or source goods suitable for your target audience. Ultimately, you will drive sales while you satisfy your customers and attract new buyers.
Share Reports To Improve Decision Making
An eCommerce business owner needs access to relevant data to make an informed decision about their marketing performance. Provide critical persons in your organization with timely and accurate data from your dashboard.
For instance, share stock information with your marketing team. That way, you can pause active marketing campaigns for products that are out of stock.
To encourage a hassle-free process, automate your report delivery process. Set a time of the week or month to receive the relevant reports in your inbox. Then, analyze and distribute the information to different parties based on need and hierarchy. For instance, only share financial statements with key personnel in the finance department.
Deploy Data-Driven Inventory Management
Good inventory management ensures you don’t understock, overstock, or suffer complete stockouts. Data about purchases let you know how many items you have in stock at any time. Then, you can use the information and sales prediction to forecast your future stock needs.
With data-driven eCommerce, high-demand items rarely run out of stock. You will only need to stock items that don’t stay long before you find buyers. As a result, your customers always find things in stock, and you don’t face unnecessary storage charges.
Use Ad Analytics To Refine Your Ads
eCommerce stores can use many different keywords to attract a perfect customer. The specific way to get value from your ads depends on how you interpret and use your data. Ads analytics provides top-notch accuracy on your ads’ impact on the target audience.
Data analytics helps you understand the ads that bring in customers and those that don’t. That way, you can make informed business decisions that focus on high-performing ads. Intelligent ad design and targets also save money and increase your conversion rates.
What Metrics Should I Track To Measure the Success of My eCommerce Business?
You won’t get much value if you use an analytics platform to monitor metrics that don’t align with your business goals. For long-term growth, use the more significant metrics to identify KPIs that consistently affect your objectives.
For distinction, metrics measure processes, whereas KPIs measure the performance of processes. Below are some metrics to focus on for a successful data-driven eCommerce.
An excellent startup point to determine your website’s visibility is to measure and analyze the traffic.
Some traffic concerns to consider include the following:
How Long Users Stay on Your Website
Colossal traffic isn’t meaningful if users leave after a few seconds. Meaningful traffic is when most visitors stay and do activities that lead to sales or conversions. A customer’s optimal time on a page depends on your website and page structures.
Users with no motivation to visit other pages usually bounce off. The average bounce rate is 40% – 60%, so a high bounce rate is typical for many e- websites. Nonetheless, a percentage larger than 70% needs improvement. If you have such a bounce rate, you could change your target or improve your CTAs to reduce the rate.
Successful organic ranks ensure users who search a given keyword see you in search results. Organic traffic gives you an edge over competitors, enhancing rapid growth. You can use an SEO optimization tool to produce friendly content for better results.
The Percentage of Users Who Bought Goods
You must speak to and attract the right audience for your eCommerce business to flourish. The higher the percentage of users that buy your products, the more successful you are.
Sales Conversion Rates
The sales conversion rate measures how well you convert leads to customers. To calculate the sales conversion rate, use the following formula.
Conversion rate = number of conversions/number of visitors * 100%
Take a scenario where you have 100 conversions from 2 000 interactions. Your conversion rate is 100/2000* 100, which is 5%. The average conversion rate is between 1-3% when tracking sessions (not unique visitors). If your conversion rate is higher, your offerings are attractive to the target audience.
For B2B ecommerce, your sales and marketing teams also use conversion metrics to determine quality leads. Further, your conversion rate should remain steady or increase with time. Consider a conversion optimization program if your rates decrease steadily.
Customer Acquisition Cost (CAC)
You have to spend money on marketing and advertising campaigns that attract customers. The acquisition cost measures the average money you pay to get new customers. Many companies spend five to twenty- five times more to get a new customer than to sell to an existing one.
The client acquisition cost should result in meaningful customer interactions. If your conversion volume is too low, you run the risk of losses or shutting down the business. An exception is when the average order value and customer lifetime value outstrip high CAC. In such a case, you still have a healthy bottom line despite the high acquisition costs.
Customer Lifetime Value (CLV)
The CLV is the revenue you get from a customer over your relationship period with the customer. To calculate the CLV;
CLV = average order value * average customer purchases per year * average retention time.
Take a scenario where a customer spends $100 and shops from you five times a year. If the customer has bought from you for five years, the CLV will be 100*5*5, which is $2500.
This higher CLV indicates that customers shop repeatedly and are satisfied with your goods and services. But, more importantly, it builds customer loyalty, a key to DTC business success and higher growth potential.
How Can I Use Data To Optimize My Marketing Campaigns and Website Design?
Optimization makes your marketing messages and website design more user-friendly. As a result, you get more visitors and attract potential customers who are more likely to buy.
How To Use Data To Optimize Your Marketing Campaigns
Data-driven eCommerce marketing helps you tailor campaigns to your audience’s needs.
Here are ways to use data for successful marketing outcomes.
Use Data to Tailor Campaign Targets and Message
Unfortunately, the wrong message to the wrong audience isn’t meaningful to your marketing efforts. Therefore, it’s crucial to use data from internet behavior, social media profiles, etc., to study the segments likely to buy your products. Then, develop a campaign that targets potential buyers. You can also retarget your buyers based on past product views or buying habits.
The messages you communicate should also be relevant to your prospects. You can use firmographics, demographics, behavioral, and other data types to segment your audience. Then, target each segment with specific, relevant messages. For instance, if you offer low-priced goods, use demographic data to create ads that target lower-income earners.
Prioritize Your Best Campaign Elements
Marketing campaigns are not a one-size-fits-all idea. You will undoubtedly have to try different approaches ongoing before finding the next one that genuinely works for your business. First, categorize the elements into those that perform well, the average, and those that don’t. Then, focus on the top performers and let go of features that underperform.
You can always give chances to campaign elements that offer average performances. But first, find ways to refine and improve the features. For instance, improve your value proposition on discounts and monitor progress. Then, keep the elements that will improve performance and let go of those that don’t.
Set and Track Your Goals With Google Analytics
Goals are a crucial factor that lets you know the progress of your marketing campaigns. You can only achieve the best business outcome if you set goals and evaluate your performance. One way to do so is to use Google Analytics to set goals and track your website conversion.
With Google Analytics, you can track critical data that helps you understand your audience. Such data includes the number of visitors, geographical location, and keywords used to fnd you. With these metrics, you can refine your marketing to suit your visitors’ behavior.
Use Online Tools To Keep Up With Trends
eCommerce is constantly evolving, and so are online marketing tools. MailChimp, Facebook Insights, Reddit analytics, and other tools let you get the most out of your data. If your business is small, you can start with free tools and proceed to paid tools as you grow.
You can test several marketing campaign ideas and see which one is effective. To do so, you’ll need to track critical data like acquisition and conversion rates. But, again, online tools come in handy to let you track all the data you need.
How To Use Data To Optimize Your Website Design
An easy-to-use, optimized website is an indispensable part of your business. Below are some tips to refine or create a data-driven eCommerce website design.
Use Usability Tests To Enhance Your Website’s Simplicity
Let users complete various tasks on your website as a researcher watches. Then, monitor whether your visitors need help with website navigation. You can also request users to take the test and give feedback. Do the test before you finish your final design or upon completion of your website design.
Your website should be easy to use; otherwise, users will shift to your competitors. You could simplify the website by refining any difficult-to-use or access areas you notice during usability tests.
Implement A/B Testing To Compare Designs
A/B tests eliminate guesswork to determine which of the two designs works better accurately. The test compares two website designs, each with unique metrics. For instance, you can change a button or redesign your page. Then, show half of your traffic on the original page and the other half on the modified version. The page that prompts more conversions wins.
This testing lets you gather qualitative and quantitative user insights. You then use the data to understand user satisfaction features. For example, the data may identify pain points that you can then offer a relevant solution to.
Use Analytics To Improve Your Website
Analytics tell you whether your website’s performance is good or lower than average. Use metrics like engagement, conversion, and bounce rate to gauge where your website stands.
For instance, a higher bounce rate may signify that visitors need help using existing website navigational elements or that the marketing messaging on display is irrelevant to the incoming traffic flow.
Your website’s analytics help you pinpoint errors like slow loading times. As a result, your customers get a hassle-free user experience. In turn, you might convert leads to customers as visitors may be more motivated to interact with your website.
Regularly Test Your Website
Even after deployment, your website design process should not be set in stone. Perform regular checks and tests, then refine the design whenever needed. For instance, discover via surveys or feedback if customer needs have changed with trends. Then, integrate web design features that meet the new demands.
Regular website tests not only enhance customer satisfaction but also save you money. You can identify and resolve weak spots that otherwise jeopardize your reputation in good time.
Moreover, regular tests mean you have to change your website occasionally. To further save on costs, use a content management system to implement the changes.
How Do I Stay Up-to-Date With the Latest Tools and Techniques for Data-Driven eCommerce?
Change is inevitable, hence the need to stay updated on eCommerce trends. For example, global eCommerce increased in significant percentages during the pandemic. That increase is projected to have a long-lasting impact on data-driven eCommerce. Below are some sources you can use to keep track of eCommerce companies, news, and trends.
Industry Resources and Events
Many books, journals, industry surveys, research papers, etc., offer valuable information. You can find the latest or updated copies of the above sources in libraries or online. Industry resources usually offer keen details on different topics. Thus, you are guaranteed meaningful information about changes and trends in data-driven eCommerce.
Industry events, too, are an opportunity to learn about any revolutions or new tools in the market. Interact with experts and learn about potential future changes and solutions. In doing so, you’ll also find out what your competitors are up to, especially those ahead of you.
A wealth of information is available online thanks to search engines like Google. Look for high authority and reputable organizations because such sources offer precious data.
In addition, many online tools provide information about industry trends. You can also find the latest news, conference, and webinars about changes in data-driven eCommerce tools.
Linkedin, YouTube, Twitter, and other social media platforms are rich sources of information for trends in data-driven eCommerce techniques. Social media lets you gauge customer expectations and find solutions that meet new demands.
Be vigilant with information gleaned from the internet. After all, inaccurate data is a constant concern, and even reputable individuals and organizations can pass erroneous information.
Frequently Asked Questions
Below are six common questions that people ask about eCommerce and data-driven strategies.
What is eCommerce data?
eCommerce data is the metrics and feedback you collect from your website’s visitors and customers. Examples are sales revenue, cart abandonment rate, and conversion rate. Your customers can also leave information about the ease of your website’s navigation.
Which general factors drive the growth of eCommerce?
Some plausible reasons for eCommerce growth include mobile traffic, the shopping experience, and faster payments. Mobile apps allow customers to shop on the go, which is convenient, especially for busy people. Also, the ability to compare prices and get the best deals is greater on eCommerce platforms.
Finally, payment is secure because customers can use high-risk merchant account providers to pay safely.
What is eCommerce analytics software?
The tools you use to automate the collection and analysis of website data are called eCommerce analytics software. You can use the software as an add-on or plug-in. Analytics software collects data while your users interact with the website. For instance, the software records the products customers click on the most.
What are the benefits of data-driven marketing?
Many marketers know that customers are highly discerning of what messaging they engage with. With a data-driven strategy, you access information on how best to handle customers.
As a result, your target audience’s chances to perform an act that drives conversion increase. For example, customers can read blog posts, join your webinars, or click your ads.
What are some best practices for data-driven eCommerce?
Some best practices include SEO optimization, good PPC campaigns, and a strong link strategy. For example, SEO optimization helps you get more targeted traffic from searches. Pay-per-click (PPC) campaigns attract shoppers to your online stores. Finally, you boost your products on Google search and increase your visibility if you earn relevant links.
How does data-driven eCommerce affect customers?
Gone are the days when customers were treated like a group of people with similar needs. Today, data-driven eCommerce allows you to tailor your message to specific customers. As a result, your customers get a personal touch from your messages and products. Besides, you develop new items with precise needs in mind, which translates to happier customers.