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From Website Analytics to Analyzing Customer Behavior
The days of managing your website based on pageviews and traffic statistics are over. From tracking which pixel on your main page holds the most interest for consumers to understanding why a customer abandoned his cart -- website and customer analytics are changing the way ecommerce site owners do business online.
Analytics is defined as a computer technology that uses statistics to analyze patterns and solve problems. Ecommerce site owners need to understand how different types of analytic software works and which is best-suited to their business. A quick search on Webopedia.com shows a number of different types of analytics: website analytics, predictive analytics, business analytics and customer analytics.
Web Analytics and Customer Analytics Defined
Web analytics is the phrase used when studying the impact of a website and its pages on users. You can use Web analytics to measure a number of important details such as how many people visit a website, how they arrived on the site, what pages the visitor looked at, keywords that brought visitors to a site and the navigational path they took while on the site.
In the coming year, work on understanding the data and analyze traffic patterns and understand the customer and how they interact with your site. Paying close attention to this data is also important for spotting technical problems and areas of your site that needs attention.
Behavior analytics takes Web analytics to a new level with a focus on the specific actions made by the customer during Web sessions. You can obtain standard Web analytics data through customer behavior analytics, but you will also have an in-depth view of how a customer behaves on your site and obtain data to analyze customer behavior patterns.
For example, standard Web analytics can show you how many customers abandoned on your cart checkout page. Customer behavior analytics will show you the customer's experience during the checkout process to see what the customer was doing when they abandoned (e.g. you'll see if he or she got an error page when trying to register or check out).
Recommended Reading:
Ecommerce Marketing: Understanding Web Analytics
Why Do Customers Leave? Get Answers with Feedback Analytics
Tealeaf Offers Insight to Buyer Behavior
ClickTale: Customer Behavioral Heatmaps, Form Analytics
Social Media Marketing Integration for Ecommerce Site Owners
Social media marketing gained traction in 2010 and will continue to be a popular tool for small business ecommerce site owners in the New Year. As defined by Webopedia, the phrase social media describes “Web-based platforms, applications and technologies that enable people to socially interact with one another online.”
Some of the more popular social sites for ecommerce marketing this year include Twitter and Facebook. Both services have a large number of users: Facebook touts more than 500 million active users, and earlier this year a study by RJMetrics pegged the number of Twitter users at 75 million.
The big draw for most businesses is that these social media sites provide the service, the bandwidth and the tools to guide you, free of charge. Unlike managing your own community discussion forum, a social service provides all the back-end work and even the pool of users. As a business, you simply need to get your accounts created, develop a strategic plan; find those consumers with an interest in your product (within each social platform) and start communicating.
In 2010, social media went mainstream for businesses, and into 2011 integration is going to be a focus. Simply running a marketing campaign on Facebook will not be enough. Linking directly without a strategy is something businesses will look to change as they better integrate social media into all aspects of an online business including the website and multiple communication channels.
Social media integration takes a number of forms, from allowing customers to login to your site using social media account credentials to mirroring your brand on a social platform or including Facebook fans in your regular email marketing campaigns. If you're dabbling in social media this year, it’s time to integrate social media into your website and other customer communication channels.
Recommended Reading:
How to Use Twitter as an Online Marketing Tool
Review: 3DCart Offers Social Media Integration
How to Add Facebook Like to Your Ecommerce Site
Marketing Tips for Your Small Business Ecommerce Site
5 Facebook Apps for Small Business Ecommerce Sites
Ecommerce Remarketing: Conversion marketing
Webopedia defines ecommerce remarketing as “the techniques, strategies and the automated email systems used by marketers and online merchants to follow up with Web site visitors who do not make a desired action on the Web site.”
Ecommerce remarketing is an intelligent way to follow up with website visitors who abandoned a shopping cart. Think of it this way: to bring customers to your website you employ marketing tactics. If you track a website visitor from an email campaign and see that she visited and added products to the shopping cart, but then left without completing the purchase, you would follow up with remarketing techniques to encourage that shopper to return and make that purchase.
Sometimes ecommerce site owners deploy techniques blindly. They send out mass emails to customers encouraging them to return or to visit the site and make a purchase. The best way to reach out to the customer is through remarketing techniques where you use your analytics data to discover why the customer abandoned. Then you remarket to the customer using personalized data.
The remarketing messages should contain relevant and targeted details, such as images of the products they considered purchasing but abandoned, and a direct link to return to the cart to continue the check-out process. If the first remarketing attempt is not successful, follow-up communications will usually offer a discount or promotional incentive for the consumer to go back to the website and checkout.
To do this effectively, you start the ecommerce remarketing process immediately after the cart abandonment takes place. Reaching out to this customer at this time -- while he is still thinking about the purchase -- using personalized communication methods, such as email or messages on social platforms, are known to result in higher conversions.
Remarketing is typically a SaaS (software-as-a-service) platform that is similar to many ecommerce platforms you already use for analytics, email marketing and shopping carts. These services are specifically designed to help you engage potential customers with the goal of converting them into paid customers. The benefit of remarketing platforms is that the communications are real-time, highly targeted and sent to the customer at a time when they are still thinking about the purchase.
