Moving from offline to online means you get to monitor your customer’s behavior during the shopping experience. If you’re online today, get the tools implemented to start consuming the clickstream data – its a critical step in building your online business.
The online world calls this topic “web analytics” – the guru of this world is Avinash Kaushik, he provides the following helpful definition.
Web Analytics 2.0 is:
the analysis of qualitative and quantitative data from your website and the competition,
to drive a continual improvement of the online experience that your customers, and potential customers have,
which translates into your desired outcomes (online and offline).
The initial step to understanding shopper behavior is to start collecting, monitoring, and analyzing the clickstream data – that’s the data you can get from free tools like Google Analytics. If your website isn’t collecting clickstream data today, start now. You can’t begin your learning about Web Analytics without the foundational clickstream data.
If you have web-to-print stores deployed, add Google Analytics to them as well. Demand it of your vendor. There is a lot to learn about doing business on the web, the first step is to start becoming data driven.
The clickstream data helps you analyze your sites behavior; visits, visitors, time on site, page views, bounce rate, sources of your traffic, etc. The web provides a wealth of information about how your customers/potential customers are interacting with you – if you’re not taking advantage of this data; you’re operating just like you did offline (guessing).
Request your people to provide daily stats on all your web to print stores – just the act of focusing people on the empirical data will change their behavior. The goal of any e-commerce solution is traffic and conversion. Everything you do online should be focusing on increasing traffic (visitors) and conversion (transactions).
It’s shocking to me that we as an industry and web-to-print as an offering to this industry isn’t more focused on the topic of Web Analytics. I think there is room for a disruptive web-to-print offering which focuses on what the rest of the e-commerce world is focusing on, Web Analytics.
Printers need help from a web-to-print solution and company who can demonstrate their ability to not only track, monitor, and analyze web analytical data but also help printers determine the actionable results of that data.
Most printers see web-to-print stores as something they launch and forget about. This is a recipe for low adoption and wasted resources. A store is an evolving offer; you get what you put into it. Start with monitoring the clickstream data today.