The age-old conundrum of every salesman is how to get a customer from the viewer. The answer is simple – using data about the user’s path of movement on the store’s website and the UX (User Experience) survey.
Popularity of data in eCommerce
When you learn more about how a potential customer uses your website or app, you can adapt to encourage shopping. The availability of data in online sales is its great advantage. In the case of stationary sales, similar information is not as easy to obtain or as multidimensional.
Monitoring and analysis of data regarding the use of the store is an inseparable element of the e-commerce entrepreneur toolkit. The increased and growing popularity of Google Trends and Google Analytics confirms these trends.
How to use the collected data?
To increase the conversion rate, you should make a continuous analysis of the client’s path through the store. It is an index that gives invaluable information about the buyer’s interest in individual products or groups of products. Such data can be confronted with a number of accompanying data, such as basic information about the client (if, for example, he uses his own account). Then the page can be personalised under the visitor so that he can get exactly what he came for and provide him with a shorter path to purchase.
Data usage strategy
Increasing the conversion rate is a process that will only work if it is consistently implemented according to plan. While the data is actually useful, it must be used according to a strict strategy based on the company’s development plan, as well as on certain specific guidelines.
Same data about purchases made by the customer may not be sufficient. You should pay attention to the context in order to better understand User Experience, according to which you will better define the needs of the buyer. In addition, it is important that the data obtained can be turned in your favor. Although, you will not do it without proper industry knowledge. There are guides on analysis and data processing on the internet to create a report that gives a more concrete view than dry results. The Magento community meets and provides extensive experience in working with its clients who often become active participants in the community. Regardless of the industry in which you operate, there is certainly support for you.
The type of data
Data coming only from Google Analytics will not be a good source of success, nor will it significantly increase the conversion rate. You will need more advanced and detailed data to increase your sales using the appropriate strategy.
The best optimisation decisions you will make, if you analyse the data on: behaviour, purchase method, type of device used and the way of use (only for viewing, to buy, place of shopping, etc.), bounce rate (the user only appeared on the home page, then he left the store), customer declines (long-term, also the circumstances of their return).
Extensive and integrated data will be a great starting point to spot the disadvantages of your store website that discourage potential customers from shopping. There are a lot of tools that enable proper monitoring and saving of data that will make it easier for you to run an e-commerce business. Finding the right one for you and using the data obtained according to a good strategy is a simple way to increase the conversion rate.
Remember that data is not everything. Although its proper use certainly gives a great result, there is no ready advice for every situation. Take care of the right strategy adjusted to you and your e-commerce business. Each seller is different, just like every store has a unique clientele and assortment. Do not take any advice for sure, just adjust the rules to your circumstances. Healthy skepticism, but above all creativity, in creating the best User Experience, is the fastest way to increase the conversion rate.