Due to technological advances and the evolution of the digital marketplace, nowadays we have access to incredible amounts of customer data. These metrics can be used to give us valuable insights into what people are doing on our site and where the traffic is actually coming from. The value of this information can be crucial to a business’ success, and so it’s frightening how many online retailers don’t know how to use their analytics effectively.
Here at VisionSharp, we’re going to run through some of the key reasons why analysing your data is important for your business, and how you can utilise this information to improve those all-important conversion rates.
What Works And What Doesn’t
When it comes to any kind of business, it’s always important that you are able to identify what’s working for you, and what’s holding you back from reaching your full potential. If you were running a high street store, you’d be able to identify which displays were attracting customers and ultimately leading to sales.
Within e-commerce, your website can provide you with a wealth of data that will tell you exactly how customers are using your site. You’ll be able to see whether they click on a particular page, watch one of your videos or read a blog before deciding to make a purchase. This means you’ll be able to see precisely what is working on your site, and what is persuading users to make a conversion, therefore allowing you to make any necessary changes to your website to optimise these conversion rates.
Email Marketing Is Key
Personalised email promotions have a much higher click-through-rate than those that seem more generic, for the simple reason that they look a bit like spam. This personalisation involves a lot more than just typing a customer’s name into the email subject, and instead you need to focus on what your analytics are telling you.
By monitoring your metrics, you’ll be able to look at your customers shopping habits and behavioural patterns to maximize the conversions coming from your email marketing. The analytics will show you what they are most likely to purchase, at what time they prefer to shop and how much they are likely to spend. This means that you can target specific promotions in your emails to really delight your customers.
The Power Of Insight
Consistently monitoring your data will give you an incredible behind the scenes view of your business. It can tell you where your customers are coming from, what they are doing, and how long they stay for. This means that your analytics can show you if a particular marketing campaign is working and allows you to make any necessary adjustments without any guesswork. Ultimately, your data will allow you to see what’s effecting your conversion rates- and what isn’t.
At VisionSharp, we strongly believe in the power of your analytics and provide a range of e-commerce development services in Manchester. For more information on the services that we provide, please contact our dedicated team- who will be happy to discuss your requirements.