The digital activity of each person is one of the most valuable data for e-commerce, as long as the records are properly analyzed and strategies are adjusted to counteract effects such as the increase in followers on social networks of a digital business without translation into sales. .
The analytics for an electronic commerce works as a guide for monitoring consumer behavior and offers the necessary keys to know their preferences shopify spy. This is the basis for defining segments and profiles to which the marketing strategy responds.
Thus, it is not limited to general growth statistics on social networks and digital platforms, but rather encompasses a process of gathering and interpreting data that affects a digital business. To do this, it uses metrics around the activities in the online purchase journey that allow us to know the demand for the products or services and other purchases.
How and why take advantage of the analytics of an electronic commerce?
Starting from the fact that analytics for a digital business plays the role of guide in the development of marketing and sales strategies, the obvious thing is to build the record with figures that have an impact on the monetary results such as: percentage of visits that buy, average purchase value and customer acquisition cost.
These three figures will be essential to assess whether advertising and marketing expenses are within a sustainable range and whether the path taken is consistent with the ultimate goal of the online store. On the other hand, data such as the percentage of abandonment of the shopping cart will indicate if the design of the page and the shopping experience are adequate.
It should be noted that the use and importance of analytics will depend on the particularities of electronic commerce, because while in an initial stage constant audience growth can be sought, one with a medium or long history can focus on customer retention or satisfaction.
What is clear is that analyzing the digital activity of customers goes beyond the number of followers and can have an impact in ways as internal as the design of the online store or sales strategies.