Data Analysis for eCommerce Success

Congratulations, your online store is up and running. It takes a lot of work just to get that far. Having a store online doesn't guarantee success, however. If you want to make your site is a winner, you need to know how well it is working. An online store can't be a static thing; it needs to change.

An online store can’t be a static thing; it needs to change. At the very minimum, your products need to be updated, but much more than that needs to be done. By studying your site analytically, you can determine what is working and what isn’t, and then make beneficial changes to improve your bottom line.


Start with Benchmarks

Before you do anything else, you need to know where you stand now. If you don’t have a clear picture of how your site is working, you’ll never be able to make improvements. Start by learning about your traffic. You need to know where people come from to get to your site. They may learn about you from search engines like Google or social networks like Facebook or they may find you through direct references in blogs or from advertising. Identify which pages are viewed the most on your site, which pages are the most common entry points, and which pages lose traffic from your site. When you have identified how traffic arrives at, moves through, and leaves your site, you can start identifying problem pages and making improvements. If you are using a particular service provider, look into all the statistics they provide. For example, look for shopify eCommerce analytics if your store is based on that provider. Use their expertise to help you analyze your site.

Site Design and Usability

This follows after an analysis of your traffic patterns. Your site should be designed to turn as many visitors as possible into customers. To that end, certain key things need to be assessed. The most important information on your site needs to be most prominently displayed at the top of the relevant pages. Don’t expect people to scroll around looking for important information. It’s just as easy for them to leave the site completely. Make sure your navigation is easy to understand and use. If you can determine that customers are getting lost while using search pages, you need to have better metadata on your products to help them find the products they want. Pay particular attention to pages which seem to be frequent exit points from your site. Clarify the purpose of these pages. Redesign them to catch and keep your customers’ attention. Make sure it is easy to navigate from them to other relevant pages.

Measure Changes

Once you make changes in your site, keep analyzing the data. Measure whether traffic behavior changes positively or negatively. Instead of making a lot of changes at once, make small individual changes. This will help you to identify positive and negative effects of those changes so you can take further action.
To build a successful online store, you need to understand how your store works from the perspective of a customer. Analyzing how real customers use your site is one of the key ways to reach that understanding. Use such analysis to improve your site and reach new business goals.


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