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Use Customer Data to Boost Sales & Improve Shopper Experience

By: Jennifer Manwarren

Last modified: January 22, 2018


Being able to identify a customer’s buying preferences, analyze what their needs are, and personalize products or services of interest to them will help you gain and retain customers, increase conversions and ultimately boost your ecommerce sales.

Learn how to glean valuable data insights to better understand your customer using a few key strategies.

Who is on your VIP list?

Many companies determine their most valuable shoppers by how much money they spend in a transaction. However, what if your top spenders proved to be the least loyal over time? Instead of looking at how much money they spend in a single transaction, look at key these metrics to calculate your true VIP buyers:

  • Purchase amount: How much do your customers spend on an average purchase? Identify customers who consistently spend over average and treat them like a VIP.
  • Lifetime value: How much does each customer spend with you over a lifetime? How many different transactions have they made with your business? Knowing this will tell you what kind of relationship you have with your customers.
  • Acquisition costs: How much did it cost you to get the customer to your ecommerce store and convert an initial sale? If it’s more than the value of your product or service, you may want to reconsider your marketing strategy and refine your efforts.
  • Customer retention: Are your customers returning to your store? Are they interacting with your customer service team, training materials and engaging with email nurturing and social media communications? Retention costs far less than acquisition and will deliver a stronger ROI and loyal customer base to ensure long-term revenue opportunity.

Once you have identified your VIP customers, spend time nurturing those relationships by personalizing the shopping experience, tailoring your marketing efforts and engaging them with your brand.

Source: Marketing Donut

Where is your traffic coming from?

You don’t have to be an analytics expert to collect and understand data about your customers. If your business has the opportunity, it is worth implementing powerful analytics tools like Google Analytics to discover how customers are getting to and interacting with your web store.

Whether you want to work on building affinity with current customers through email campaigns, or try to reach new audiences by boosting your Search Engine Optimization (SEO) or Search Engine Marketing (SEM) efforts, you’ll want to review the communication efforts you have executed to drive site traffic and analyze their performance. Use the analysis to shape your decisions on where to invest your future revenue generation efforts and have clarity around what is making the greatest impact.

They’re on your site, now what?

Once you have a better picture of how your customers are finding you, dig deeper into how visitors are interacting with your online store.

Analytics tools will help you explore the path customers take through your site. What areas of the site are they looking at and spending the most time? Which product pages are getting the most traffic? Which promotion banners receive the most clicks? By looking at these metrics you can tailor your promotions on the homepage, improve content or improve user experience that could be causing shoppers to leave your store without purchasing. Add content and a clear call-to-action to promote the interactions you want and replicate those throughout the site.

Are they purchasing?

Ultimately, you want shoppers to make a purchase. Typical conversion rates for ecommerce are between 2-5%. If above that range, you’re ecommerce store is performing well. If below, look at the possible roadblocks that might be preventing customers from making a purchase.

Even the smallest adjustments can boost your conversions. In a previous post we discussed Five Things You Can Do To Reduce Cart Abandonment. Maybe your call-to-action isn’t strong enough or perhaps the ‘Buy Now’ button is difficult to find or you need to run a sales promotion to incentivize purchases. Once you have identified how visitors are interacting with your site and where customers are leaving on your site without purchasing, you can do an assessment of potential user experience problems.

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