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It's an easy concept - understanding how people use your store and making sure you cater to them will boost the sales. How many people leave their carts? How many folks leave during the checkout process? What are the most popular products we can feature on our homepage?
Tools for analytics such as Google Analytics and KISSmetrics can help you answer all of these questions and also optimize your site to close more sales.
If you're eager to receive more visitors, email and other advertising tools like Bronto as well as Facebook Audiences are able to help you send personalized communications that drive traffic to your site, as well as analyze the effectiveness of your marketing campaigns.
The Most Easiest Method to Utilize Ecommerce Analytics
The past was when e-commerce firms had to engage specialists to implement these tools individually. While each runs on the same information such as who's visiting your site, and what they doing - they each require the same information but in different formats. Developers had to create code that tracked this same information, in various languages for each application, and on each page. Oy vey.
We're eliminating this tedious process over here at Segment. We've created a platform that will collect all your data and send it off to any application you'd like to use at the touch of the switch.
The Woo team has just released a brand new plugin for as well. That implies that Woo customers can install more than 100 analytics tools and marketing tools without code and zero developer costs.
If you enable your Segment WooThemes plugin, we will begin to track crucial information about user activities like looking at items, adding them to their carts and finishing the purchase. Then, we send these events of analytics to the tools you turn on in the control panel.
How can you make use of this information to improve your site? What are the top methods to begin? Here's an overview of different types of tools, the issues they address, as well as the most popular services for each category.
The most popular tools for Marketing and Ecommerce Analytics
Ecommerce companies often use Google Analytics Ecommerce to help answer questions regarding how people interact with their online stores. Google Analytics is great for knowing the amount of traffic that comes from referrals, how many people are on a page and how people move through the site within a single session.
But, it is likely that you will need a different tool to set up an conversion funnel. Conversion funnels show the process of visitors from visiting your website to buying the item. A funnel for e-commerce could be a bit like this:
19,829 people visit the site each month
8,824 of those people see a particular product
3.742 of those customers choose a product from their cart
1328 people hit the check out button.
942 people in those who complete a purchase
In this case, the overall conversion rate of the site can be calculated as 4.8 percent. (942 people completed a purchase in comparison to the 19,829 visitors users who accessed the site.) To boost this number it is possible for the business to focus at the fact that many people that visit their site even view an item. They could then conduct tests to test whether making the most popular items more prominently displayed on their homepage can raise the proportion of visitors who view products, as they move to the next step.
Amplitude, KISSmetrics and Mixpanel are well-known tools used to analyze funnels. With Segment, the Segment plug-in, it is possible to are able to begin by using these programs with the flick of a switch.
2.) Heat Mapping
For a deeper understanding of where people are looking and clicking on your site, you might consider using a heat mapping tool. These tools can show you precisely how visitors move around your site and the places they click, so you can optimize your site accordingly.
Some tools like Inspectlet allow you to replay users' sessions as if were watching their shoulders and keeping track of their mouse movements. The tools can also help you concentrate on one specific area of that funnel that we discussed and let you see the events that occurred when a user quit. Traditional heat mapping software like CrazyEgg let you visualize what your users click on and shows important hot spots. These tools can be extremely useful for analyzing your website's performance, however be aware that people don't always move their mouse and click where they're looking. So it's best to use these with a grain of salt.
3) A/B Testing
Similar to heat mapping, a/b testing tools help online stores increase sales. Does our checkout icon say "check out today" instead of "check out"? Which shopping cart icon converts more effectively? Will more people buy more products if we request all of the details for shipping and billing in one place instead of split it in two?
Testing tools for A/B testing such as Optimizely and Visual Website Optimizer are extremely effective because they let you go into your website and alter this kind of design and copy without touching any code. Then they serve up the different versions you've created to various visitors so that you'll be able to see which is most effective. A lot of our clients utilize Tapalytics for testing a/b results on mobile devices.
If you'd like to know more about how to utilize a/b testing tools effectively, check out this nifty article from the KISSmetrics blog.
4.) Email Marketing
Now that you've improved your conversion funnel, and are optimizing the content on your website, it's time to start inviting more customers to your site! Marketing via email is an effective way for you to attract customers to your store. New techniques have made it easy to mail personalized emails.
Here's how it works: Segment records important user actions within your site, like browsing products, adding items to carts and making purchases. Then we send this data directly to the email software of choice. Then, you are able to set up an automatic email to customers who have added something to their shopping cart but not purchased it within the five-day period. It's even more convenient because these tools help you populate the customer's name and the product they looked at, giving the email an individual appearance.
Another great thing about the setup of your email tools that use Segment is the possibility to gauge how effective they are by setting up a "conversion event." A conversion event will determine if those whom you've sent your email were able to do what you asked them to accomplish. As an example, for instance, you could decide to set a conversion event when sending an email regarding abandoned items in order to purchase these items.
Segment and tools like Customer.io, Bronto and Klaviyo allow for this to be done in a snap. Customer.io and Vero can be useful to send these types of emails. Bronto and Klaviyo is also popular email tools that target ecommerce sites particularly. They focus on addressing niche ecommerce challenges like abandoning your shopping cart and engaging clients who've previously purchased from your site.
5) Marketing
However, you're only able to reach the people on your email list by email with your marketing. (Duh!) What about folks who've never signed up for your newsletter, or signed on to your website? How do you get those customers to check out your website? Consider using advertising tools.
The search advertising method is an excellent option to reach out to people who have shown interest for your business, and the most popular instrument for this to attract customers is Google Adwords. With Google Adwords you can buy ads that appear whenever people are searching for a certain group of terms. In this case, Johnny's Bikes - a conceptual store that is located in San Francisco - might want to pay for search ads that include keywords like "road bicycle SF," "bike store SF," and "bike shop San Francisco." Google Adwords are especially useful for ecommerce sites that specialize in specific sectors. If you're operating in a highly competitive industry, like clothing or jewelry or clothing stores, these keywords will be more expensive.
Facebook ads are a fantastic option to begin e-commerce advertising for the simple reason that Facebook has a large audience as well as lots of information about their users. It allows you to target advertisements to users based on relevant interests and demographics. For instance, Facebook knows that I love ballet and reside within San Francisco, so dance businesses pay them to show me me ads for performances around here.
Another advertising strategy to consider is retargeting. Retargeting websites for ads like Perfect Audience maintain track of the person the people who have visited your site and send can them ads while they are browsing other websites. Retargeting has obvious benefits -You're reaching at people who have already expressed interest in your site, so they are probably more likely to purchase something. Just be sure to set limits on your campaigns, to avoid pestering users too much.
Try Any Tool with One Platform
My Dad likes to say that there's always room for improvement and in the case of eCommerce websites, improving your site will also make you more cash. Tools for marketing and analytics can assist to make this happen with Segment WooThemes plugin Segment WooThemes plugin offers the best way to control each of these tools.
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