Two Easy Ways to Use Data to Spark Your E-Commerce Holiday Marketing Strategy

With Black Friday and Cyber Monday only weeks away, e-commerce business owners eagerly await the year’s busiest shopping season! While most have perfected and launched their marketing strategies, leveraging data is also essential to help maximize sales.

Shifting to a data-driven strategy can significantly impact online sales and help boost customer engagement. Here are two easy ways to spark your e-commerce holiday marketing strategy and position your online business for continued success!

Combat Decision Fatigue

Decision fatigue is challenging for customers and e-commerce business owners, especially during the holiday shopping season. While consumers are tasked with buying the perfect gifts, finding the best prices, and securing the most favorable delivery options, e-commerce business owners face steep competition from other online businesses.

Google Analytics (GA) is an invaluable tool to implement in your sales funnel. While the data gleaned from conversion rate and revenue per session provide helpful data, learning how your customers browse your website and move through your sales funnel is critical to closing sales. By following on-site consumer behavior, you can identify which areas of your site are most engaging and which contribute to attrition, breakdowns, or site abandonment. Be sure to examine your conversion rate and customer journey data from when and how the consumer arrives on-site, to how they navigate and shop your site, to the “add-to-cart” experience, to checkout.

To gain a clear picture of the complete user experience, consider utilizing heatmaps to track customer journeys and identify areas where drop-offs occur.

Leverage Personalization

Personalizing the customer experience is an effective way of engaging customers and converting website visitors into buyers. While this may appear daunting, some simple ways to implement personalization related to e-commerce exist.

Product recommendations are one of the best ways to connect with customers and provide them with a personalized shopping experience, significantly when they extend beyond products in the same category to include complementary products or products that pair well with the customers’ selections. The Rebuy app and others are available to help identify products that are statistically most often purchased together.

By providing users with more relevant content, you improve the user’s shopping experience, build trust, and increase average order values.

By adequately leveraging data to shape your e-commerce strategy, you can drive personalization, improve sales, provide a better customer experience, and ultimately position your business for success.