When managing eCommerce sites, it’s crucial to be familiar with how people interact and engage with your site, and what drives them to buy (or not). In this presentation we discuss best practices for managing an eCommerce Site, how to follow a customer’s conversion path, and how to get the most out of the data you’re collecting
Merchandising around out of stock to save the saleNEW MEDIA GURU
Merchandising around out of stock to save the sale
>>>>>>
An online shopper’s discovery that a searched-for product is out of stock is a lost opportunity for the merchant. Frustration can drive shoppers to another site, leaving a trail of disappointment with the brand in their wake – but it doesn’t have to be that way. It’s all about narrowing the gap between the expectations your site sets up for shoppers around current inventory status and what your site is able to deliver. This session will highlight how merchants can handle out-of-stocks online to retain shoppers’ future business, and even direct them to other in-stock products in a way they’ll be receptive to.
How to Find Hidden Gems in Google Analytics to Convert More Valentin Radu
> Data-driven conversion rate optimization process
> Applying Pareto's law in GA segmentation
> How to find anomalies in Google Analytics
> Data-driven hypothesis for CRO
Understanding Product Recommendations: Value, Functionality & Best PracticesDynamic Yield
For e-commerce marketers, selecting and presenting the right products based on a user's mindset and stage of the purchase funnel is key to optimizing conversions. But with thousands of products to choose from, how does a retailer select just a few personalized recommendations for each visitor?
We've learned a thing or two from powering tens of millions of recommendations on behalf of our clients and we're thrilled to share this understanding with you in the presentation below. We're confident you'll gain a better understanding of recommendations. And if you'd like to implement these strategies on your site, please contact us for a live demo.
Merchandising around out of stock to save the saleNEW MEDIA GURU
Merchandising around out of stock to save the sale
>>>>>>
An online shopper’s discovery that a searched-for product is out of stock is a lost opportunity for the merchant. Frustration can drive shoppers to another site, leaving a trail of disappointment with the brand in their wake – but it doesn’t have to be that way. It’s all about narrowing the gap between the expectations your site sets up for shoppers around current inventory status and what your site is able to deliver. This session will highlight how merchants can handle out-of-stocks online to retain shoppers’ future business, and even direct them to other in-stock products in a way they’ll be receptive to.
How to Find Hidden Gems in Google Analytics to Convert More Valentin Radu
> Data-driven conversion rate optimization process
> Applying Pareto's law in GA segmentation
> How to find anomalies in Google Analytics
> Data-driven hypothesis for CRO
Understanding Product Recommendations: Value, Functionality & Best PracticesDynamic Yield
For e-commerce marketers, selecting and presenting the right products based on a user's mindset and stage of the purchase funnel is key to optimizing conversions. But with thousands of products to choose from, how does a retailer select just a few personalized recommendations for each visitor?
We've learned a thing or two from powering tens of millions of recommendations on behalf of our clients and we're thrilled to share this understanding with you in the presentation below. We're confident you'll gain a better understanding of recommendations. And if you'd like to implement these strategies on your site, please contact us for a live demo.
Proven Personalization Wins to Increase eCommerce RevenueDynamic Yield
Consumers expect shopping experiences that are tailored to them. That means 1:1 website personalization isn’t just cutting edge - it’s table stakes. This presentation outlines personalization strategies that are used by retailers all over the world.
Understanding Personalization Metrics - How to Measure SuccessCertona
In order to know if your personalization strategy is working, you need to understand how to measure success. Get to know the metrics that impact web personalization and how to improve performance.
View Tony Stagg's presentation from Rio SEO's Local Search Summit about how to get started with attribution and ahve a tracking and measurement methodology in place.
LSS2017: Creating Local Search Solutions That MatterRio SEO
View Pierce Martin's presentation from Rio SEO's Local Search Summit (LSS2017) on creating local search solution that matter. Marketers must have a plan for crawl, walk, run!
Walmart has launched several advertising capabilities included sponsored products, buy box banners and search brand amplifiers. Here's what they look like and how they work
Marketing intelligence at your fingertips. AgilOne Digital Edition gives you access tol key customer trends across your email and web channels – including revenue trends, sources, average order value and much more.
Join digital commerce experts from Americaneagle.com and Mozu as they share strategies and best practices on how hyper-convenient and personalized user experiences can increase conversions and help your business thrive in 2015 and beyond.
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
How to build a Single View of Customer using his Digital Journey across multiple channels & multiple assets?
Presented at Big Data & Analytics Innovation Summit, Singapore, 2018
Social Business: Revolution or Evolution, or none of the above?
A small research into employer-employee relationships, the differences between customers and consumers, and product and service; and where Social - in the broadest sense - can be applied best
Proven Personalization Wins to Increase eCommerce RevenueDynamic Yield
Consumers expect shopping experiences that are tailored to them. That means 1:1 website personalization isn’t just cutting edge - it’s table stakes. This presentation outlines personalization strategies that are used by retailers all over the world.
Understanding Personalization Metrics - How to Measure SuccessCertona
In order to know if your personalization strategy is working, you need to understand how to measure success. Get to know the metrics that impact web personalization and how to improve performance.
View Tony Stagg's presentation from Rio SEO's Local Search Summit about how to get started with attribution and ahve a tracking and measurement methodology in place.
LSS2017: Creating Local Search Solutions That MatterRio SEO
View Pierce Martin's presentation from Rio SEO's Local Search Summit (LSS2017) on creating local search solution that matter. Marketers must have a plan for crawl, walk, run!
Walmart has launched several advertising capabilities included sponsored products, buy box banners and search brand amplifiers. Here's what they look like and how they work
Marketing intelligence at your fingertips. AgilOne Digital Edition gives you access tol key customer trends across your email and web channels – including revenue trends, sources, average order value and much more.
Join digital commerce experts from Americaneagle.com and Mozu as they share strategies and best practices on how hyper-convenient and personalized user experiences can increase conversions and help your business thrive in 2015 and beyond.
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
How to build a Single View of Customer using his Digital Journey across multiple channels & multiple assets?
Presented at Big Data & Analytics Innovation Summit, Singapore, 2018
Social Business: Revolution or Evolution, or none of the above?
A small research into employer-employee relationships, the differences between customers and consumers, and product and service; and where Social - in the broadest sense - can be applied best
Video won't show on Slideshare but you can download it and it will. Please view Integration Core v11 (view on slideshare) which does contain a "sanctioned" video
Sorry for the inconvenience
Perfect Integration, the larger version of Enterprise Integration 101
A long-term cost-efficient vision on how an IT landscape should serve a business. Written from a business point of view, it deals with technical details up to a bearable level - although your mileage may vary
Enterprise Integration 101 (view on slideshare)Martijn Linssen
Video will show only on Slideshare but you can't download presentation. Please check out Enterprise Integration 101 for that
Sorry for the inconvenience
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
Digital has evolved into a major channel for organizations. From online selling to educational resources or engaging with customers, a online presence has become indispensable for organizations to compete in today's world.
BRIDGEi2i, with its Web Analytics Solution helps you manage your entire online presence across the entire analytics lifecycle.
From descriptive reporting of incoming traffic and your website quality to insights into visitor profiling and predicting visitor intent, BRIDGEi2i will partner with you to engage your visitors better.
Website path analyses, recommendation systems will help you sell and engage your customers and prospects in a personalized manner.
Google Analytics provides valuable insights to help business owners better understand their web traffic, and identify key insights to make improvements to their website.
Internet and Digital Marketing presentation given to St. Bonaventure Undergraduate Business School on October 27, 2010. Meant to be an introduction to some digital tactics used as part of an overall advertising and communications campaign.
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
Getting prospective students to a website is one thing, but marketing strategies can't stop there. Learn how to use Google Analytics, a free but feature-rich tool, to understand and optimize the website experience. Topics to be covered include understanding basic web analytics metrics, understanding and using conversion goals and tips for measuring ROI.
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...Ektron
Simon Annicchiarico, Chairman -Appius and Simon Lye, Partner Manager EMEA -SilverPop
Learn how your Ektron website can leverage Silverpop’s Behavioural Marketing Database in real time to treat each visitor as a person.
Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?mRELEVANCE
From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.
Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?Carol Morgan, MIRM
From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.
In the attached presentation you will have Alibaba Group Canvas Business model, the top left side of the detail slides are when the business started in 1998 , the bottom right side is from new businesses which are Alibaba Cloud, Hema & Tmall
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
11. Measurement
• Web Analytics
• Order Management
System
• Third Party Systems
• Retail Point-of-Sale
• Warehouse Management
Systems
• Call Center
• Content Management Systems (Product,
Catalog)
• Customer Feedback Channels
14. The Data Trail
Email Social
Media
SEO
CSEs
Offline
Paid
Banner Search
Ads
How
long are
they
staying?
What
device
are they
using?
Driving
Traffic
Why are
they
leaving?
What
are they
looking
at?
Where
are they
located?
What
are they
buying?
How
much
are they
buying?
Website
Behavior
Order
Emails
Product
Reviews
Loyalty/
Rewards
Post-Sale
Action
Product
Follow-up
15. The Data Trail
Driving
Traffic
Website
Behavior
Post-Sale
Action
16. Key Performance Indicators
• Visits – how many visitors came to the site?
• Carts – how many visitors added something to their cart?
• Orders – how many orders were placed?
• Units Sold – how many items were sold?
• Revenue - what was the site’s total sales?
• Conversion Rate – Orders / Visits
• Average Order Value – Revenue / Orders
• Items per Transaction – Units Sold / Orders
• Visits to Carts – Carts / Visits
• Cart Conversion – Orders / Carts
40. Key Takeaways
• Measure what you can and use that data to make
smart decisions. Don’t get overwhelmed!
• Look at trends to track your progress. Are your
efforts making a difference?
• Work with your internal teams to ensure that, no
matter how your organization is structured, the
experience for your customers appears seamless.
When managing eCommerce sites, it’s crucial to be familiar with how people interact and engage with your site, and what drives them to buy (or not)
We’ll discuss best practices for managing and eCommerce Site, how to follow a customer’s conversion path, and how to get the most out of the data you’re collecting
Online retail in the United States was a $263 Billion industry in 2013
That number is expected to rise this year to nearly $300 Billion.
By 2018, Forrester Research forecasts that online retail sales will increase to over $400 Billion, which will represent 11% of the total retail sales.
In the first half of 2014, ShopVisible’s data shows that online revenue increased 18% vs. the same period in 2013, which is even faster than Forrester predicted (12%).
ShopVisible’s data also shows that online traffic is up 9% so far in 2014, and a larger percentage of visits are coming from devices other than a desktop or laptop computer.
21% of site visits came from a mobile device, like a smartphone, which is up from 15% just one year ago.
Tablet traffic accounts for 17% of visits.
A lot of retailers are scrambling to make sure they’re optimized for mobile visitors, whether its through mobile site development, responsive website redesigns, or mobile/tablet apps.
The takeaway here is that traffic from smartphones is becoming too great to ignore, and in order to provide a top notch experience for visitors, your site needs to be optimized for all traffic, regardless of device.
And this likely comes as no surprise to many of you, but the Q4 holiday shopping season is by far the busiest and most important for retailers, offline and online.
In 2013, over half of all orders placed online were placed in Q4.
The biggest shopping days online include, no surprise, Black Friday and Cyber Monday, but Thanksgiving has also become a major date on retail calendars as businesses continue to feed bargain-hungry consumers with discounts and sales earlier and earlier each year.
The list of physical stores that open on Thanksgiving continues to grow every year, and major sales have crept into Turkey Day online as well.
Last year, Thanksgiving weekend order volume surged by 26% online vs. the previous year. As more shoppers get comfortable shopping online (and realize they can skip the stampedes and early-morning lines around the building at their local stores), the weekend will continue to grow for online retailers.
If you work in ecommerce and go to enough conferences or webinars, or hear enough software pitches, you’re no doubt familiar with the word “omnichannel”.
A few years ago, the popular word was “multi-channel”
the idea that your customers are “omnichannel” or “multi-channel” consumers is an important one to remember.
Your customers interact with your business, and likely buy from your business, in more than one way, and it’s becoming increasingly important to make sure that they get a consistent, seamless experience, regardless of what channel they’re using.
Let’s think for a minute about all the ways people are interacting with your company or brand.
They’re visiting your site on their computer, their smartphone, their tablet.
They’re visiting your physical store locations and interacting with your employees.
They’re calling your call center to place orders or talk to customer service.
They’re following your brand on Facebook, Twitter, Instagram, Google+ (ok, maybe not Google+), Pinterest, etc.
They’re getting email messages and seeing ads and listings on Google and Bing.
They’re seeing your products in stores, or seeing people wearing or using your products.
They’re reading reviews of your products.
They’re seeing your commercials on TV, hearing them on the radio, and flipping through them in magazines.
It’s a lot to try to control.
When I think about previous experiences, I remember there being one team that did marketing for retail, another that did marketing for the website. The catalog, retail and web teams were separate. The creative team for the web were not necessarily the same creative people that worked on retail projects. You called one customer service number if you purchased your products on the website, and another one if you purchased your product in a store. If someone reached out on social media with a question or an issue, the intern that was managing the day-to-day operations there had no idea how to handle it. Our marketing calendar on the ecom side, with promotions, discounts, deals, didn’t necessarily align with the marketing calendar from the retail team. Everything was separated. And for a lot of you, this isn’t much different from how your company it set up.
To your customers, your company is all of these things, and all of these things are your company. They don’t care if they purchased something in one of your stores – if they go to your website and find a customer service number, they want someone at that number to be able to help them. If they see a certain product on one of your shelves, they’ll expect to find that same product on your website, at the same price.
This means that all of your business units need to be aligned. That doesn’t mean consolidated, but they should be talking to one another. Web teams need to talk to retail teams, who need to talk to customer service and call center teams, who need to talk to IT, etc. And as it relates to data – all systems should be able to talk to one another. Retail POS systems should be able to sync up with customer records in the catalog file. A rep at the customer service counter should be able to an order that someone placed online. Consumers shopping online should be able to tell if their local store has a particular item, and if they do, they should be able to reserve it and go pick it up.
Your customers don’t care about internal business units and reasons for doing things and org charts. They just know that they’re interacting with your company and brand.
Looking at that touchpoints slide, think about data that can be captured for some of these:
Website Data is going to be most measured by nature of the channel. You’ll have
Web analytics software, which will more than likely be third party software but can also be provided by your ecommerce platform, depending on which one you have
Order Management Systems will house customer and order data
Other third party software like email marketing providers, recommendation engines, loyalty/rewards programs, advertising platforms – they’ll all have their own set of metrics to track
Other sources of data include:
Retail POS sytems, capturing sales trends, product data, and store inventory
Warehouse management systems, showing inventory, shipment history, and availability
Call centers will either use their own systems or interact with the OMS, but they’re looking at returns and exchanges, complaints, and direct mail orders
And of course we have
Content Management Systems, housing product data, descriptions, specs, part numbers, pictures, videos, etc
Customer feedback channels, including product reviews on your website, survey data, and marketing studies/focus groups
Of course the gold mine is to have all of these systems communicating and sharing data with one another in an automated fashion, but the reality for most of us is that’s quite a ways off. You may have a few working hand-in-hand but there’s still a lot of pieces left out.
Most of what we’re going to focus on for the remainder of our time is how you can tie in external data with web analytics data to make informed decisions.
Most of you are using a third-party analytics provider, and possibly even some other analytics tools from your ecommerce platform.
Typically, a snippet of code is inserted onto every page of a website, and the tool begins collecting data right away, including:
Where traffic is coming from – location, source, channel, etc
What it’s doing once it’s on your site
What type of device they’re using
What they’re clicking on
Conversion actions – orders placed, forms filled out, pages viewed
So let’s discuss how to use the data you’re collecting to improve your business.
I’m going to keep things simple and pile a lot into three major areas on our data trail:
Driving Traffic
There are so many ways you’re driving traffic to your site, and each of them is measurable, allowing you to learn more about how to make them better so that you can drive better quality traffic
So you have:
Paid search
Banner ads
Email marketing
Social media
Comparison Shopping
SEO
Offline Advertising
That leads into measuring how that traffic is behaving once they’re on your site.
How long are they staying?
What are they looking at?
Why are they leaving?
What kind of device are they on?
Where are they located?
What triggers them to buy certain products?
Do they buy anything?
And then finally, if they do buy something, post-sale actions are measurable and can be improved.
Confirmation messaging
Product reviews
Product follow-up emails
Loyalty programs/rewards
You can then use that data to take what you’ve learned, go back and continue to improve the traffic that’s coming to your site, and it starts all over again. So our data trail is really more of an ongoing cycle as opposed to a straight line, and each time around should get better and better.
You can then use that data to take what you’ve learned, go back and continue to improve the traffic that’s coming to your site, and it starts all over again. So our data trail is really more of an ongoing cycle as opposed to a straight line, and each time around should get better and better.
For every retail site, there are a few metrics that should always be tracked, and a few data points calculated from them. Most of you are probably familiar here.
These KPIs are good globally, and for every channel or traffic source.
Can be trended over time.
The result is that you have KPIs that you can track over time, for every channel that drives traffic to your website. This can give you an idea of how you’re doing vs. your historical numbers, as well as what channels need more of your attention to get up to snuff.
So lets think about a few of the ways we discussed could drive traffic to our site, and what are some key data points to use to decide to improve performance.
We won’t focus on all of these, but there’s likely metrics and data points that can be collected from every one of these channels. Come up with a few success metrics for each and see how it trends over time.
Keyword & Ad Performance
Which keywords and ads are driving traffic?
Are my keywords and ads being seen?
Campaign Profitability
What campaigns are working well, and what can I learn from them?
What campaigns can’t be justified to continue?
Testing
Testing Ad Copy or Creative and monitoring results
Landing page testing – test different URLs, content on page, or even something as simple as default sort method
Most email marketing software comes chock full of features, reports and automated programs. Some key things to look at in your email marketing program:
Source of Acquisition
Where did your subscriber opt-in? Where they from a catalog file? Did they opt-in during checkout? Did you capture their email in the footer of your site, or a modal pop-up?
How does each type of opt-in behave when it comes to engagement and revenue?
Optional Fields
Do we ask for too much at sign-up? Do we not ask enough?
What should we be asking? Address? State? Interests & Hobbies? What happens when we do ask those questions? Will we use it?
Automated Program Performance
Should we set up a welcome email? Should it include a coupon?
Is it worth it to send a birthday coupon?
Do cart abandonment emails work?
Testing
What should I test? Subject line? Content? Time of day?
How should I measure success?
Should I send 10/10/80?
Segmentation
Do I have the list size to effectively segment?
What types of segmentation works best?
Location?
Nearest store?
Order history?
Interests/Preferences?
There are plenty of tools to give you insight into how you’re doing in natural search listings. Some tools, like SEMRush, which is pictured, give a great deal of key info and keyword discovery. Or, for some of these, you can do it the old fashioned way, by going to the search engines and finding keywords.
Keyword Rankings
Where do I rank for my most important keywords?
Competitive Analysis
What are my competitors doing?
What are they ranking for that I should be?
What can I learn from their landing pages and site structure?
Keyword Traffic & Landing Pages
What keywords are driving traffic to my site?
How is that traffic behaving?
Are the landing pages for my keywords what they should be?
Look for ways you can improve key pages:
Site structure and navigation
Natural language URLs – instead of parameters and characters, have real words
Lots of content – product pages, catalog pages, etc
And a lot of you probably don’t know what to do with social media as it relates to sales, and that really depends on your brand. Some of you may find that social media is a big part of your business, while others may use it for branding and interacting with fans.
But you should, as a retail site, look at a few data points:
Traffic from social media
What platforms do you use to drive traffic? What does that traffic do when it’s on your site?
Follower Counts
No matter whether you’re looking to increase sales or just interact and build your brand, you want more followers. What has been successful in driving your numbers up?
Feedback
* This one is tricky because it’s not a number. But what is the attitude of your fans? How do they react to certain posts? What can you learn from them about how your brand is perceived?
Click tracking - Heatmaps
Homepage – what are your visitors clicking on?
Landing pages – are people guided towards conversion?
Click Path Report
Goes one step further and lets you follow the most popular paths visitors take
You can filter this by original page, source type, etc to get detailed about the journeys visitors are taking
Popular Pages
Obviously your homepage will be up there, but are there any surprises in your other most-visited pages?
Are those pages resulting in a lot of bounces and exits? Do they drive sales?
Top Searches
People are telling you what they are hoping to find on your site
How can you make things easier to find. Do you need to?
Look at the language they’re using – Towables & Tubes example
Number of Results Found
Make sure there are results for popular searches
Searches with Low Conversion Rates
Find popular searches that don’t drive sales – why is that?
Is it availability? Pricing? Do you need to add tags to products that don’t show up?
Cart Abandonment
Trend how many carts get abandoned
See if there are trends in the products that are most likely to be in an abandoned cart.
Check cart size ($$)
Checkout Conversion
Once people enter checkout, you should have them. They’ve made the decision to give you their money.
Get out of their way – lots of sites leave too many distractions
What’s the conversion rate of checkout
Checkout Flow
Pinpoint where people are leaving the process.
Is it because you’re making them create an account?
Is it because you didn’t specify shipping charges or taxes in the cart?
Software may be included in your platform, or third party recommendation and cross-sell engines smartly suggest things based on product sales volume, views, and trends.
Items per Transaction
Revisit your KPIs to see if adding upsell areas throughout the site has increased the items per transaction
Product Sales
Are smaller dollar items being sold?
What categories are successfully moving product?
Average Order Value
* Is this increasing along with IPT?
Integrating your retail stores into your website is a step to becoming omnichannel. If I have a store near me, I might want to browse online and then go pick it up after I’ve researched.
Geo-Targeting
Show content based on where someone is visiting from. If you can tell that they’re coming from an area with a store, populate their local store info, change banners
Measure this to see if people are engaging with that content.
Talk to the retail store – is there an increase in foot traffic, sales?
Visits to Store Info
How much real estate should you devote to store info? Are those pages popular
Store locator
Local ad
Store Inventory
Can you show inventory by store on your site?
Look at engagement metrics and product sales – are you presenting it clearly on your site?
Ship-to-store or reserve – what is the sales volume?
Top Attributes
What are the most widely-used attributes?
What filters drive the most conversions
Conversion Rate by Sort
May lead to change the default sort for certain categories
Best selling, top rated, lowest price, on sale
Test Layout
How many should be displayed at once?’
What’s the bounce rate?
Am I overwhelming visitors?
Products by Item Sold
Sales volume – Lower-end items and upsells/add-ons will likely be in this view
Any surprises? Things you think should be here but aren’t?
Products by Revenue
Obviously big ticket items will dominate this sort method
Are there any surprises here?
Products with Low Conversion Rates
Like Searches, look at products with lots of page views/visits but not a lot of sales
Is it price? Information? Availability? Photos?
Conversion Rate on Products with Reviews
What is the effect of reviews on sales? Is there a specific number of reviews that drives up conversion?
Conversion Rate on Poorly Reviewed
What effect do low reviews have on sales?
What’s the drop-off by rating?
Engagement in Navigation
Do clicks and conversions increase by showing star ratings in search and navigation pages?
Top Promotion Types
Do % discounts sell more than $ off, even if the effect is similar?
Free Shipping – no minimum, $50 minimum, etc
Length of Promotion
Do flash sales work?
Do 2-Day Sales convert better than week-long coupons?
New Customers
How many new customers did a promotion drive?
Will those customers re-engage with the brand at some point?
And finally, some things to look at after the sale is over – what should you be looking at improving in these programs?
Increasing in popularity, post-checkout upsell allows one last incentive.
Could be adding additional products, package deals, or discounts.
Can also be action based – Share this order on Facebook and we’ll take the shipping charge off this order!
Order and shipment confirmations
Customer Service Interaction
Are calls and emails for tracking numbers and return policies lessening because you’re including that in the emails?
Orders from Confirmations
Do you drive new orders from these emails?
Similarly, product review triggers invite users to come back and review their purchase
Look at your reviews total and see if this helps steadily increase that and help you get more reviews on your site
Also, since this drives people back to your site and reminds them of their purchase, are they buying anything else?
Any questions?
Well thanks for your time. I do invite you all to check out some of our online resources for eCommerce tips and best practices. You can go to ShopVisible.com, or our blog is OnlineCommerceInsights.com.