It’s well known that around 9 out of 10 e-commerce visits result in
acquisition costs without generating any ROI. If you find yourself spending
ever-increasing sums on traffic acquisition to boost revenue, you’re
essentially wasting your time, energy and money. Before you spend to attract
new customers, it’s critical to increase the commercial efficiency of your
online store.
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AT Internet’s E-Commerce guide is your essential handbook – it explains how the insights you gain from web analytics can help shape the ideal shopping experience:
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Get all our e-commerce tips and recommendations in our series of articles dedicated to e-commerce activity, and be sure to download our free guide:
In a series of blogs accompanying the AT Internet’s e-commerce webinar (in English) in partnership with industry expert Benoît Gaillat, we look at common pain points voiced by companies in the face of fast-paced and rapidly expanding market competition. Part 1 looks at a common issue for e-marketers today – “I don’t have time for Analytics…”
To read the next articles, please click below:
Fake Analytics 2: “I’m investing everything in traffic acquisition”
Fake Analytics 3: “I do all my reports in Excel!”
Leaving analytics
out of the picture when managing an e-commerce site is like driving on the
motorway at high speed wearing a blindfold. If you can’t anticipate anything or
see where you’re going, it’s not going to go well. The same is true if you
drive a vehicle without a dashboard – it’s possible to wing it but you’re
heading for fines, loss of points and breakdown.
Operating your site without indicators puts you at enormous risk as you are unable to understand your most popular products, and those that are losing momentum. It’s also impossible to know if your critical pages (baskets, purchasing processes, etc.) are working properly, etc.
The e-commerce market is saturated with solutions that help companies optimise their strategy and performance. However, the vast majority simply don’t have any spare time or budget to search for optimisation solutions. When looking for ways to boost your e-commerce it is crucial that your decision-making is based on accurate and trustworthy analytics insights. Analytics and measurement are the keys to becoming data driven.
Top tips for busy e-marketers
If time is a
major issue, the best way to start optimising your e-marketing is to begin as
gently as possible.
The first step is asking yourself the right questions:
- Why my site?
- What is my economic
model?
You then need to define the most appropriate KPIs for the proper
functioning of your site.
- What is my precise annual
turnover? - What is the average
basket? - How many accounts are
creations? - What is the average
conversion rate? - How about the number of
leads?
Once you’ve defined your own actionable KPIs, it’s important to map out how
you share information in the right format, at the right time, with the right
people.
Resources can include a daily email recap, dashboards in open spaces and
dashboards for specific profiles. Among the multitude of e-commerce content
management systems (CMS) on the market, several players stand out to offer you
simple, affordable and powerful shop editors.
Once your shop is in place, you can also save time by using plugins, add-ons, and extensions that allow you to integrate an analytics solution in a few clicks, even without technical skills.
AT Internet’s
in-page analytics as well as CMS plugins, PrestaShop and Magento are the most
user-friendly and easy-to-implement solutions on the market. They are
ready-built and rapid-install OOTB plugins that provide seamless integration in
a single click.
Once implemented, you can decide which product pages to improve or
invest in – e.g. for purchases or shopping baskets etc. as well as chasing your
hot prospects. It’s all built-in to the solution.
Swamped in data?
Don’t be worried if you are drowning in too much data – advanced data science has the answer! At AT Internet, our data science projects have two main objectives:
- Drawing out valuable
insights from the data (as opposed to simply visualising information) - Automating and
integrating that info seamlessly within the solution
Our aim is to reduce the time you spend on data mining tasks and enable
you to focus on higher value tasks.
If you’re lost, let out data scientists help you – we can show you how
to take all the low-value heavy lifting out of the equation and free up more
time to boost the efficiency of your site.
Tune into AT Internet’s e-commerce webinar (in English) to find out how
you can optimise your e-marketing activity, remove your blindfold and drive
your site into the fast lane.
