Increase in sales in e-commerce: Know your customers!
The Internet and sales via this channel confront us with the big question:
Who is actually our customer? We are getting more and more data about the buyers, but we don’t know which personalities are buying from us. It gets much worse if we don’t know what the customer’s actual motives are that lead them to shop in our shop.
Without this information, marketing is blindfolded, and a lot of potential is wasted. In this blog post, you will learn how to find out who is really buying from you and for what reasons.
Keyword: web analysis, aka web controlling”!
Is your JTL shop connected to Google Analytics?
If the answer to this question is negative, that is the first step you should take after reading the post. With Google Analytics and Web Analysis, you collect relevant data about your visitors to the website and can evaluate it. You can see which channels the conversion-friendly traffic comes from and where the users are struggling. (Keyword: Conversion Optimization)
In addition, you can see how the average shopping cart changes according to the respective traffic sources and where you have opportunities to optimize it via cross-selling activities. The data is recorded via so-called cookies, in accordance with the guidelines.
With the objectives of increasing visitor numbers, increasing conversion rates, and minimising shopping cart abandonments, Google Analytics is a good tool to shed light on the dark corner of customer analysis.
This situation analysis helps you determine the current status and now operationalize the goals, i.e., cluster them into small work packages.
What happens in practise?
In practise, shop operators usually do not analyse their own visitors, and decisions are made based on their often deceptive gut feelings. Thus, non-representative user feedback is used as the basis for decisions in product policy or communication policy.
The wrong advertising intentions go to irrelevant recipients, and you give away a lot of potential with this orientation.
In addition, one often observes that the optimizations are made in the wrong place and do not bring any further benefit to the shop.
The consideration of possible synergies between partial optimizations is not considered and is not prioritised in the shop optimization.
Our checklist for your web shop:
Implement Google Analytics.
Set yourself optimization goals of a strategic nature.
Search via analytics for possible barricades on the user’s conversion path.
Eliminate them and measure the changes.
Control clearly defined goals and their achievement.
Advantages of web analysis:
The budget is used more effectively.
Problems are finally eliminated.
increase in efficiency at all levels
faster reaction to the market
Giving the user or customer a face: personas
When developing new advertising media in particular, one is confronted with the question, Who am I targeting my ad at?
Who is my target group, and why should they buy from me?
Since you usually don’t create the advertisements yourself, you should create guidelines in the form of personas for the creator of the advertising material.
What is a persona?
A persona is an image of your users and buyers in the online store. Depending on the assortment of the shop, 5-7 different target groups can be created using Big Data, which should be determined according to the following criteria:
Demographic characteristics
Psychographic characteristics
Values and norms
Brand loyalty and specific consumer behaviour
Purchasing priorities
Internet habits
Distinctive features
With these features, you make your target groups more tangible, and you can better assess their habits and wishes. To create the personas, you should use the customer database and the existing CRM.
Interviews with important customers who account for a larger proportion of sales can also contribute important information regarding the personas with specific questions. General studies and consumer results can also be considered. Together, these different sources ensure a coherent overall picture.
For starters, you should start with a persona and target the biggest revenue generators. You create the remaining personas according to the ongoing business until your team of 5-7 personas is complete.
Conclusion
With these tips, you can better align your online shop with the market and better assess the behaviour of your traffic, because there is one thing we must not forget when it comes to digitization:
Making the buying decision People want their problems to be understood and solved. Get to know the people behind the interactions to optimize the interactions with your web shop.
For more information on how to improve your JTL shop, we recommend our free JTL Performance Booster Magazine.
