Continuing our series on the \u2018false truths\u2019 of various e-merchants (following articles on I don\u2019t have enough time<\/a> and the blind acceptance of Google Analytics), we look into the misconception that you always need invest heavily in traffic acquisition when piloting an online business. Here are some explanations to show why it\u2019s not always the best idea\u2026<\/p>\n To read the other articles, please click below: <\/p>\n Fake Analytics 1: \u201cI don\u2019t have time for Analytics\u201d<\/a> *According to In short, it Despite the Of course, The analogy of Traffic acquisition is essential because without visitors, it is tricky Upstream optimisation based on data analysis<\/a><\/strong>, is key to ensuring that you stand out from the crowd as an e-merchant \u2013 improving customer engagement and gaining in efficiency.<\/p>\n As an In terms of retention, you can deepen the analysis with indicators specific to your buyers. Their behaviour on your site can be segmented. RFM segmentation<\/a> takes into account the recency of the last purchase, the frequency of orders and the monetary value (the total amount of expenses). It gives you information on your customers\u2019 loyalty rate. By cross-referencing these criteria, users are classified into different segments (for example, \u201crecently subscribed customers\u201d, \u201csceptical customers\u201d and \u201cmost loyal customers\u201d). The interest of this analysis is also to see its evolution over time, and in particular the changes in customer categories: will a recent customer become loyal? Will a sleeping customer completely disengage? The key<\/em> is to be able to use tools based on machine learning algorithms that will predict the customer\u2019s propensity to remain loyal or not, depending on the buying cycle, product type, average basket, etc.<\/p>\n The retention graph is another very useful tool for assessing This allows you to compare different aspects of the If a user disengages from your responsive site, but is Tune into AT Internet\u2019s e-commerce webinar (in English) to find out how you can optimise your e-marketing activity, remove your blindfold and drive your site into the fast lane. <\/p>\n \u00a0<\/p>\n
Fake Analytics 3: \u201cI do all my reports in Excel!\u201d<\/a><\/p>\nE-commerce strategy: some useful figures*<\/strong><\/h2>\n
\n
\nan investment study <\/a><\/p>\n
\ncan be very expensive to develop brand awareness and once you get to your site,
\nthe probability of converting leads is very low.<\/p>\nAcquisition: why continue to fill a leaky bucket?<\/strong><\/h2>\n
\nfigures mentioned above, there are various outdated processes that still
\npersist. In e-commerce, these usually equate to: Budget Increase = Traffic
\nIncrease = ROI Increase<\/em><\/p>\n
\nthere are a range of acquisition levers: SEO, display, affiliation, social
\nnetworks, marketplaces\u2026 But if there is a large rise in spending in terms of
\nacquisition, a lot of e-merchants won\u2019t get anywhere near their ROI. <\/p>\n
\nthe Leaky bucket<\/em> or bucket drilled with holes sums up the inefficiency
\nof an acquisition-based approach \u2013 it is useless to continually add more water to
\na porous container so why not try to fill in the holes\u2026<\/p>\n
\nto retain anyone. However, before looking at acquisition, it is safer to
\nevaluate the performance of your site. There are many areas you can optimise:
\nproduct catalogue, customisation of the purchasing process, UX of critical
\nphases (product sheets, shopping cart, payment), loyalty, etc.<\/p>\nLoyalty: methods and KPI to be followed<\/strong><\/h2>\n
\neffective e-merchant, it is important to consult your reference indicators such
\nas turnover, visit volume or conversion rate.<\/p>\n![\"fake-analytics-3_tunnels-de-conversion\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2019\/10\/fake-analytics-3_tunnels-de-conversion.png\")
<\/figure>\n
\ncustomer loyalty. It allows you to analyse cohorts of visitors who return to
\nyour site over a defined period of time. <\/p>\n![\"fake-analytics-3_tunnels-de-conversion-treemap\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2019\/10\/fake-analytics-3_tunnels-de-conversion-treemap-1024x576.jpg\")
<\/figure>\n
\naudience for different campaigns, sites and devices. It is the complete and cross-functional
\nanalysis of your device (web, web responsive, applications) that is the most
\nrelevant. Indeed, limiting the measurement to a single device can mislead you
\nand give you a partial customer commitment to your brand.<\/p>\n
\nincreasingly loyal to your mobile application, why spend money to attract them
\nback to your responsive site? The key is to maintain the relationship between
\nthe user and the brand, regardless of the channel.<\/p>\nPoints to remember<\/strong><\/h2>\n
\n
\nis very expensive<\/li>\n
\nunderstanding their needs is far more profitable<\/li>\n
\nto improve customer retention<\/li>\n
\ncan attract additional prospects by investing in different acquisition channels<\/li>\n<\/ul>\n![\"Webinar_Fake](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2019\/10\/Webinar_Fake-Analytics_-dont-let-common-misconceptions-get-in-the-way-of-your-e-commerce_visual.jpg\")
<\/a><\/figure>\n<\/div>\n\n\n
\n \n
\nAT Internet\u2019s E-Commerce guide also explains how information obtained through web analytics can help you create an ideal shopping experience:
\n<\/strong><\/p>\n
![\"ecommerce-digital-analytics-banner\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2018\/07\/In-post-banner-EN.jpg\")
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