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5 Steps for eCommerce Success: Step 3: Uncover Product and Customer Insights – Analytics

by Kris Harrington

Having an eCommerce site is an important step for long-term success, but without being able to analyze the site it will never reach its full potential. So that’s why after a successful Step 2 – launch eCommerce, we move to uncovering product and customer insights using analytics. This will allow you to determine valuable information on who has been to your site and what products are converting so that you can continue to make small adjustments to increase eCommerce value for everyone.

The Benefits of Analytics

Everyone has a general idea of what analytics are, but how does it really benefit your business? The insights you gain and the decisions you make because of it are critical to increasing customer satisfaction and growing the bottom line.

This is an example of our analytics platform, Equip Insights. You can see how it breaks down data from an eCommerce site into easily digestible reports that allow for faster, more efficient decision making. You’re able to track if people are coming to your online store and most importantly, if they’re turning into conversions. It also allows for insights into returns to help determine whether there is a disconnect between what customers want and what they’re being shown on the site.

Better Understanding your Customers

The ultimate goal of an eCommerce site is to increase customer satisfaction and analytics has a large role in making that a reality.

An analytics platform gives you the ability to see who is coming to your site, or maybe more importantly who isn’t. Are there people who were once active on the site but are now inactive? What are the reasons behind that and how do you get them to be active once again? Analytics gives you all the information needed to understand these customers and make changes to attract them back to your site.

How to Use Analytics

One of the best ways to properly use analytics is to create segments for your customers and products. It will help to determine who’s an active user, who’s abandoning their cart, if someone is an at-risk user, and much more. This data is a game-changer for any sales staff and puts them in a much better position before they have to make a call to a customer. It is all about optimizing your online sales potential and creating as much value as possible. Analytics gives you the ability to be proactive instead of reactive. Is a product that normally sells well not being searched for online? It could be time to do some email marketing or a promotion on your website.

Over time, analytics will gather insights related to products you are selling and not selling, buyers who are buying and not buying and a lot of related data on the success of promotions, which products are being returned, which channels are having more success and so on. These insights can help you understand if you need a better inventory plan, a different price point or better content and information.

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