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How to supercharge your e-commerce sales

E-commerce offers its practitioners a lot of advantages over traditional brick-and-mortar stores, but one of the biggest is the massive amount of real-time customer data they can lay their hands on. More important than collecting that data, however, is making sense of it.

By Tanja Lategan, CEO, Enlight Strategic

Fortunately, there are more data analysis tools available than ever before. And, used correctly, they can help e-commerce stores of all sizes supercharge their sales.

Here’s how to set yourself up for success:

1. Know which metrics matter

When it comes to e-commerce analytics, it can be all too easy to focus on sales as the only metric that matters. In reality, there are a number of other metrics that are equally, if not more, important.

These include purchase amounts, billing locations, product performance, transactions (revenue, tax, shipping, quantity), and time to purchase (days and sessions to the transaction).

But you also need to know how well your marketing and advertising efforts are working, which platforms are helping you generate more customers for your business, and what are the best traffic sources, not just in terms in quantity, but in terms of quality.

Remember, the goal is to grow your customer base, not just increase sales. Knowing these metrics and why they matter is vital.

2. Embrace automation

For small-scale e-commerce players especially, unravelling all of this analysis can be challenging.

Fortunately, the best analytics tools increasingly provide automated insights into the metrics that are most important to your store.

It’s therefore worth getting as familiar as possible with whatever tools are available and to what kind of automated reports they can give you.

3. Use the right tools

When it comes to choosing tools, the choices have, by and large, never been better. Most of the big e-commerce platforms, such as Shopify and WooCommerce, provide a fair amount of raw data as well as some base-level analysis.

What they won’t tell you how, however, is how to grow or scale a business year over year. For that, you’ll need to understand a host of factors, including the trickle-down effect from changes in SEO rankings to traffic fluctuations and conversion rates.

you really want useful analytics and analysis, therefore, it’s worth using third-party tools.

Analytics product Oribi, for instance, recently launched an ecommerce analytics tool which allows Shopify users to, among other things, better test the connections between different product purchases, evaluate which product combinations are the most popular, test the impact of UI changes, and gain insights into individual customer journeys.

4. Don’t forget the human touch

Focusing on data and gaining as much insight as possible from analytics is important. This approach works best, however, when it’s combined with a human-centred understanding of the customer experience. While conversions and customer journey profiles can tell you a lot, so can individual complaints and compliments.

Key to getting this blend of data and humanity right is working to understand what your users are going through when they buy from your store and along the pathways they use to get to it.

Data and analytics can tell you what’s working and what isn’t, but it’s only once you really put yourself in the customer’s shoes that you’ll really understand why those things are and aren’t working.

5. Keep playing

As much as e-commerce can feel like a data-driven science there’s still an element of artistry required to get it right. That artistry comes from using the data available to make smarter choices, launch more inspired products, and continually improve the customer experience.

Get it right and you’ll end up supercharging your e-commerce sales.


Enlight Strategic signs exclusive partnership with analytics tool Oribi

Cape Town, October 2019 — Enlight Strategic, the digital transformation consultancy founded by former Primedia Digital and Creative Spark CEO Tanja Lategan, has inked an exclusive partnership with data analytics tool Oribi Analytics.

Founded in 2016 by Israeli entrepreneur Iris Shoor, Oribi is behavioural analytics software aimed at marketers and business owners looking to understand the performance of their websites and marketing campaigns through tracking events, conversions, correlations and user behaviour.

Under the terms of the partnership, Enlight Strategic is the exclusive representative of Oribi in South Africa.

Unlike Google Analytics, which simply tracks website data, Oribi provides businesses with the actual insights and trends they need to turn data into action. Oribi automatically picks up custom Google and Facebook event tracking installed on your website as “Custom Events”, so data from these events can be viewed and integrated into Oribi reporting.

“Given South Africa’s tough economic circumstances, businesses are under more pressure than ever to deliver increased returns at reduced cost,” says Lategan. “Their best hope of doing so is to embrace digital transformation in their marketing departments.”

“Doing so with the traditionally available tools, however, has generally meant hiring additional expertise,” she adds. “With Oribi, businesses not only have the data they need to embrace this kind of transformation, but also the insights required to turn that data into profit.”

For its part, Oribi is eager to add some South African entities to the global list of companies it already counts as clients, which include Sony, Audi, and Aon.

“South Africa is a key African market, with businesses eager to compete at an international level,” says Shoor. “We’re confident Oribi can help them do so by unlocking the true potential of their digital properties.”

“We’re excited to be working with Enlight Strategic when it comes to spreading the Oribi brand in South Africa,” she adds. “Their first-hand knowledge of, and passion for, the platform makes them the ideal partners to have on the ground here.”

Oribi has both monthly and annual packages tailored to startups, agencies, and enterprise-scale companies.

If you don’t like wasting time on complicated reports click here to sign up for free: https://oribi.io/signup