We have access to a tremendous amount of customer data these days. Even the free tools like Google Analytics give us incredible insights into where our traffic comes from and what people do on our site.
Yet, 80% of online retailers do not use their analytics sufficiently. Many don’t even track important actions like conversion rates and purchases. If you use analytics only to measure your daily traffic, you’re doing yourself and your customers a disservice.
In this post, we’re going to show you how to dig deeper into your analytics and use that data to create personalized shopping experiences for your customers. By implementing these methods, you’ll leapfrog your competition in attracting and retaining customers.
More importantly, you’ll see significant improvements in your conversion rates and revenues.
1. On-site Promotions
Build.com depends heavily on its affiliate partners to send traffic to its e-commerce store. These partners offer discount coupons that incentivize consumers to shop on Build.com.
However, there was a problem with this. When consumers clicked on a discount coupon, they were taken to the Build.com homepage. This confused the consumers because they didn’t know if the coupon had been applied or if they had to go through checkout to apply it.
To solve this, Build.com started using analytics to track the referring sites for each visitor. They also track which coupon code the visitor clicks on and the amount of the discount.
Using this data, they were able to create personalized pop-ups and banners for each visitor. For example, if a visitor comes from CouponAlbum using a 2% discount coupon, they see this pop-up as soon as they land on the Build.com homepage.
3 Ways to Use Analytics to Increase Your E-commerce Conversion Rates
