The ultimate guide to using data for eCommerce business

Posted on 5 January, 2017

Data, Data, Data...You cannot build bricks without clay

- A famous dialouge from the movie Sherlock Holmes

Somehow it is so aptly applicable for eCommerce business or any other business in general. Everybody knows the role of data in building and growing an eCommerce business. Infact companies today collect more and more data than they ever have in the history. But, imagine if you have bricks, sand, clay and all it takes to build a house but the only thing you do not know is how to use these resources to actually build a house. What a waste that would be!

Many organizations, although they collect and store a lot of customer data, do not put that data to good use or they actually don’t know how to use it. In this blog, we will be discussing various ways in which you can use data to grow your eCommerce business and gain an edge over your competitors.

1. Identify Exit Points

Thanks to your various digital marketing campaigns, the number of visitors on your web store are increasing day by day. But it confuses you to see that even with increasing number of visitors and more and more attention that you get, you don’t see a rise in your profits. 
Your visitors are not converting into customers.

Let us dig deep to find out what the issue is. When visitors visit your web store and leave without making a purchase, first thing that you need to know is - what was their exit point or from which page did they leave.

Looking at a page’s exit rate is the first important step you can take to find where the issue lies. High exit rate pages shows you the places where your visitors decided not to become customers.
So how do you know about these exit points? Google Analytics makes your job very easy.
In Google Analytics, Exit Page can be found in: Content > Site Content > Exit Pages. This report gives you a breakdown of the number of Exits, pageviews and % Exits. 

Some pages will have high exit rates, like Confirmation Pages or even your Homepage, but you can analyze the list to see which places actually are red flags and needs your attention.

2. Find out why they are leaving

Merely identifying high exit pages is not enough. Once you know from where they are leaving, you also need to find out why they are leaving. Reasons like complex navigation, advertisements, not able to find what they want, overpriced shipping charges and many more can make your visitors leave. But finding out the exact reason for particular customers of why they leave can be a little complicated than the previous step. Let’s see how you can do that.

First thing that you can do to find out why visitors are leaving your website is to actually look at what they are doing on your website. Heat maps & Screen Recordings will help you see what your visitors are upto.
HotJar is a tool that you can use to install heatmaps on your site. With the help of heat maps you can see where users click, scroll or move on your web page.

Another way to find out why your visitors leave your site is to simply ask them. A quick survey will help you know what your visitor is exactly looking for. There are many Survey Tools available which collects and interprets responses from your visitors. If a visitor is viewing a particular clothing item on your web store and does not make the move to buy it you can ask using a pop-up survey.      

If they said they weren’t purchasing because they couldn’t find the sizing chart, you can simply give them a link to the sizing chart at the end of the survey. 

For future visitors, you can use this customer data to improve your site’s UX. If more people are having trouble finding the sizing chart, you can increase the font size or make any design change that increases its locatability on your page.

The only trick with the surveys is that you have to conduct them in a manner that your visitor actually responds to it. The timing when your survey pops up, the place where it pops up, how it looks to the visitor, how much data collected is enough etc are the factors to keep in mind while conducting a survey. Poorly planned surveys can do more harm than good to your web store.

3. Analyze Traffic Sources

Your traffic sources are the reason why someone is on your site but they might also be the reason they are leaving your site. Using data collected from traffic source can elso help you turn your visitors to customers.

There are mainly two types of traffic:

  • Organic traffic: when someone finds your site through Google or any other search engine.
  • Referral traffic: when someone visits your site from a link they found on another site.

In case of organic traffic, when someone searches “blue skinny jeans” on Google and finds your clothing web store, you can be certain that they are wanting to purchase a nice pair of jeans. And now it’s your job to ensure that they buy it. You can incentivize them to buy your product by using any Lead Generation tool. Not only will the offered discount drive them towards making an immediate purchase but also get them to subscribe to your newsletter and keep them aware about future products and promotions.

However if someone lands on website homepage, it is difficult to know what exactly they are looking for. In such a case you can put up a general survey like this. Based on their response you can send them targeted content like discount on jeans, link to plus sized shirts or whatever is applicable to them.

In case of referral traffic, when someone reads a blog that wrote a review of the clothes you sell that says your clothes are really comfortable and of high quality but a bit too expensive, you can trigger a pop up that offers discount on your products to anyone who is referred to your site from that blog. You can use various Targeting tools available to carry out such a targeted action for your referral traffic.

4. Save Abandoned Shopping Carts

74% of shopping carts are abandoned right before the purchase gets finalized. 74 is a big number and so is 63. A survey states that 63% of abandoned shopping cart merchandize is recoverable.

There can be various reasons why visitors abandon a shopping cart like high shipping cost, wanting to compare prices someplace else etc. But they are surely interested in your products. Hence you can take some steps to try to save the shopping cart before it’s abandoned. You can incentivize customers by offering a coupon code so that they go ahead with the purchase. You can use Exit Surveys to do this. Once a customer fills out the survey form and states that a high price is the reason why they are leaving, you can offer them a deal to complete their purchase. If the customer chose Shipping Cost in the survey, you can offer them Free Shipping on their order.

If the visitor is a registered user of your web store, you can use an Abandoned Cart Saver to bring them back to purchase. An abandoned cart saver is basically an email reminder to tell your visitor that they have left some unpurchased products in cart. This email can be automatically sent at the frequency and duration of your choice. The email will use some of the psychological triggers to encourage purchase like scarcity, customer review or a discount code.

5. Predictive Analytics

Wouldn’t it be amazing if you could know what your customers are likely to buy before they actually buy it? Predictive Analytics makes it possible. The large amount of customer data that is generated can be subjected to predictive analysis to know about customer’s purchasing habits, preferences and yes, even their next likely purchase, based on the behaviour of other customers with similar profile.

Predictive analytics will help you provide real-time customization to your customers so that they get product recommendations based on their preferences, geographic location, market trends, demographic group and past purchases. Say good-bye to weird recommendations that don’t really relate to your customers.


This is just the tip of the iceberg of the the amazing things you can do with customer data. Sometimes as an eCommerce business owner it may become a bit difficult and time consuming for you to take care of such data usability aspects. At Emipro, we constantly strive and innovate to help our customers achieve their desired growth by making the most efficient use of data. Experts at Emipro are well skilled, fully experienced and remain constantly updated with every new strategy to help you grow. All you have to do is simply simple ‘Hire our Eminent Developers’ and leave the rest to us.

A lot of people out there write to tell you that data is important for your eCommerce business but I hope that this blog helped to you gain a clear picture on how exactly you can use data for your growth. Keep visiting us as we will be back with more of what helps you grow.


Arpit Sheth , eCommerce Analyst
Biznote

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