16 Apr 09 Analytics Driven Decision Making
What do the numbers say? The beauty of e-commerce is that everything can be tracked and measured to your benefit.
- Track where the buyer came from, what they bought, at what time, on what day and in combination with which other products.
- Understand what page layout converts best by conducting A/B and multivariate tests.
- Use IP addresses to know what geographic location your traffic is coming from and customize what is shown on your landing page accordingly. More customization can be done for repeat visitors by using cookies. For example: Recommend new items based on their previous purchases.
With access to timely, accurate and actionable data, there is no reason to do things ‘on a hunch’
Read more:
Vanity Metrics vs. Actionable Metrics
Tags: analytics
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[...] A note on product pages: The primary objective of the product page is to get the prospect to add the featured item to their shopping cart and then easily complete the order and pay you. However, the product page also offers ample opportunity to cross-promote and up-sell your prospect by enticing them with related products, thereby increasing your Average Sales Value. The classic example is Amazon’s Better Together feature which recommends the top 1 or 2 other titles that are commonly bought with the item in question and offers the entire bundle to you at a slightly discounted price. (A dollar today is worth more than a dollar tomorrow.) This is made possible by analytics driven decision making. [...]