What You Can Learn About Customers Through Ecommerce Analytics
Operating an online store is no easy feat. In a perfect world, you could simply come up with a business name, order some products, create a basic website, watch the customers roll in, and see the numbers in your bank account go up instantly. Unfortunately, this is far from how it actually works for all of the individuals and companies who are running online stores.
Starting and managing an ecommerce business costs far too much money to simply wing it and hope that customers start placing orders right away. Instead, a lot of effort needs to be put into optimizing product strategies and cultivating loyal customers, and ecommerce analytics can assist you with this. The more you know about your customers, the more you can tailor your efforts to meet their needs and expectations.
What can ecommerce analytics help you learn about your customers?
To effectively sell to your customers, you need to know exactly who you are selling to. Details such as age, gender, and occupation can significantly impact an individual’s shopping habits or which types of promotions they find most appealing.
For instance, research has found that millennials tend to be more motivated by price, while baby boomers show more loyalty to their favorite brands and styles. And even though baby boomers are still doing plenty of online shopping, they are less likely to use a smartphone or tablet to make a purchase from an online store than millennials.
By understanding what types of customers you are naturally attracting, you can then tailor your product offerings and promotions to what these types of shoppers want to see. Additionally, demographic data can also provide you with insight on the shoppers you are missing out on, so you can create campaigns to pull in these types of customers.
The primary goal of your online store is to sell products, so your ecommerce analytics must be able to analyze and report on the purchase behavior of your customers. Are you only seeing one-time purchases from the majority of your customers? Are a large percentage of your customers placing multiple orders throughout the year? Are your marketing and social media campaigns effective at cultivating repeat customers? Do you find that most of your new customers are coming from discount promotions? Whatever the data may reveal, understanding the purchase behavior of your customers provides beneficial insights on what you are already doing right and what you can do to boost sales.
Cost of New Customers
Establishing a loyal, valuable, and profitable customer base comes with a cost. Your social media campaigns, internet marketing efforts, paid search initiatives, and email marketing campaigns all cost you money. While the end goal is to ultimately make more money from their sales than you do trying to acquire these customers, money is still being spent. As a result, it is beneficial for your ecommerce business to understand the true cost of your new customers. You may find that social media is effective at bringing in first-time customers who want to redeem a coupon code, but these shoppers rarely purchase again. Or you may discover that the majority of your repeat and best customers come from the Google search results, indicating that your internet marketing efforts are paying off. By understanding where your customers are coming from and what you are spending on these efforts, your ecommerce analytics can help you determine what tends to be the best use of your money and time.
Your ecommerce analytics can contain a plethora of valuable information. The difficult part for many ecommerce stores then becomes how to translate all of the raw data into actionable insights. This is where the advantage of using Glew becomes apparent. Glew takes you from looking at a bunch of overwhelming numbers to showing you important features about your customers, such as purchase frequency, new vs. repeat customers, customer lifetime value, new customer acquisition cost, profit per new customer, and more.
Ecommerce analytics can help you learn a great deal about your customers, but the right ecommerce analytics can help guide you on what to do with all of that information.
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