As the saying goes, good marketing is all about good data. But is that everything, particularly when it comes to ecommerce? If you have an amazing array of data, will your e-success be guaranteed?
At Lucky Brand Jeans’ online platform, good data been essential to its e-business. But it’s what the company has done with that data that has led to some great online successes.
Charlie is the VP of Online Marketing and he’s a pro at analyzing customer data and putting the right products in front of his online customers. In the below podcast, he gives three tips for reducing shopping cart abandonment, as well as some other tips about understanding customer behavior and analyzing data. Pretty insightful and helpful stuff, if I must say so myself! Listen below:
Ok, so perhaps you can’t listen right now. I get it. I’ll give you the skinny (Full disclosure: I cave easily.) His three tips:
1. Know what you can know. As Charlie says, in any analytic suites you’ll get ridiculous amounts of data. For instance, at Lucky the team can analyze whether there is a higher propensity to abandon among customers who put jeans in their cart vs. accessories, someone who put $200 worth of merch in their cart vs. other amounts, etc. Whether this info is relevant and worth studying is up to them, but like Lucky, you should be aware of what info your analytics suite can analyze so that you can decide which info is worth analyzing. (You might be surprise just how much you can know about if you want to know about it!)
2. Don’t let check out scare your customers. Everything about the check out process should be smooth, clear and transparent, says Charlie. For instance, make sure your shipping charges are clearly stated toward the beginning of the order process. There shouldn’t be any surprises for your online shopper – surprises just encourage them to bail.
3. Don’t be too pushy! There’s a fine line between encouraging conversions and pushing them. Online shoppers are getting smarter and smarter and they know when your brand is taking the conversion talk too far. They also know your tricks, so don’t think you can pull the wool over their eyes. If you have had header navigation throughout the whole process, then when you get to checkout it’s gone, they may abandon if they wanted to look through other items or navigate through the site again. Leave it there, Charlie says. You can’t be too afraid of abandonment because your fear may force you to sacrifice the online experience.
Now that I’ve given it all away, I still encourage you to listen if you have the time – and let us know your thoughts on this topic in the comment section below!