Answer one question: What does Google Analytics tell you? Most people answer, “It tells me how many visitors my site gets.” Very few people would say something like this: “It tells me how many people leave my page after landing on the site for a few seconds, and it tells me where my customers like to go.” Both answers are right, but the latter answer offers more insight into the mechanics of the analytics software than the former. Ultimately, this leads to one more question: How can you exploit the potential of all the data coming in from various e-commerce and analytics software?
The metrics in your software can tell you a lot more about your customers than you think. Let’s have a look:
- Discover customer preferences. If you’re noticing a tendency for more customers to steer towards a particular product page, it may seem that your target base is more interested in this type of product. Perhaps you may want to introduce more products of the same type. Consider your business a laboratory. See how some people respond to free shipping on particular items. Are they more inclined to purchase them? Or do they just have a look and leave? You can tell whether customers just pack up and leave by looking at how much time they spend on the page.
- Find out where customers are coming from. Referrals often tell a strong story. If you see customers coming from Facebook to your site, it’s probably a good idea to make a presence on the social network.
- Compel customers to complete purchases. If your customers are putting things in their carts and just leave, they probably need a little push to complete the purchase. Send these folks an email. Some of them might come back and finish up if you are persuasive.
- Determine needs. Some people just come in your site, browse a product, and notice that there’s nothing left in stock. This becomes a quick turn-off. Of course, you can’t stock up on something nobody’s going to buy. But if you notice a larger amount of activity on that page, it’s time to start making calls and ordering more rounds. Use Chartbeat to see what activity happens on your site in real-time.
- Find out what people are saying about you. If you want the best ideas for marketing to your prospects, you have to know what they’re saying when you’re not around. Using something like Sentiment Metrics will help you scour the social media stratosphere for people talking about your business.
- Recognize customer loyalty. Customers love having their egos tickled. Adding a customer loyalty platform to your POS and establishing a rewards program will help you build stronger relationships with those who frequent your business. This can easily be accomplished with software solutions like bLoyal.
The more you center your operations around your customers, the more your business will appeal to them. Building strong rapport and making a connection with their interests and needs will compel them to make more purchases with you.