Analysis of the online store: Why and How?

Analysis of the online store

Who, besides the designer, creates an online store as a double brand site or a business card? No, in this usually no one admits. But the situation when sales in the Internet shop do not justify the effort, are very common, although the traffic seems to be quite good, and the assortment is quite large.

What is necessary to do the owner of the online store, except for the option to dismiss all and tie up with Internet commerce in principle.

Stop focusing solely on increasing traffic, begin to focus on its conversion

Clear data for decision-making can be obtained from several sources:

  • Attendance – Google Analytics
  • Quality of pages and advertising – Adwords
  • User behavior – Webvisor and other systems for monitoring user behavior
  • visits to the basket, casting of goods into it, real purchases – internal statistics.

Accumulated statistics for 3 months is usually quite enough to say – sales in the online store are not due to the fact that few people come or are “not those” people who buy. Or make other assumptions.

Start eliminating the reasons for the absence of sales:

  • Analyze prices, and if they are high, begin to justify inflated prices by offering a USP and a loyalty program, or think through a strategy to reduce prices
  • Solve the issue with a demanded assortment

For example, analysis of statistics for one online store showed that the most popular query is a particular model of GPS – and there is no such product in the store. Simply because it is not a product at all, but a product line. At the same time, in the store of GPS models of this brand there are already 5 pieces, they differ only in cards, but in headings it is not indicated. Such “jambs” must be monitored and promptly corrected.

  • Analyze and possibly correct the process of appearance of new products in the store, especially if the update involves several employees or a team distributed
  • Analyze the payment process(add more payment options – credit cards, “country” payment systems)
  • Establish permanent marketing programs andpromotions (discounts, sales + mailings)

Example: the phone model has already been removed from production a year ago – and in the store the price is the same. Or for some products the price is reduced, they appear in a special section, but this is not used in any way in newsletters, news, press releases, banner campaign, etc.

  • Increase the level of trust in the site(collect and – just do not beat – write yourself feedback on the site, comments inside and out, use trust marks and site reviews, blogs, social networks)
  • Improve the structure of the site and the ease of finding information, its instant comprehensibility (analyze the rubricator, the amount of goods on the main, the ability to compare products, etc.)
  • Revise the structure of the product card in the online store. Product descriptions are often too short and general, are little oriented to showing the best sides of the product and store, are duplicated, do little to attract traffic, and – most importantly – do not call for purchase, explaining the benefits to the buyer.
  • Is it all about design?
  • Organize brainstorming to collect ideas for the store, conduct a swot analysis of the store:
  1. a) Split tasks in the list of topics: “everyone has it”, “affects sales”, “causes admiration, loyalty” (by the way, read about this in the next article about the most common errors in the organization of Internet commerce)
  2. b) Prioritize selected tasks in each topic
  3. c) Designate an approximate time frame for their implementation

You may also interested to read: Google Analytics: Seven features for the Google Analytics account

Focus on traffic from search, increase the priority of developing SEO tools and tasks

It is enough to just compare the cost of one transition from the search, from the price-portal and from Advords, to understand the need for seo-works. Trust SE-traffic can cost 10 times cheaper.

Implement a dynamic approach to making changes

  • Found a bug – fixed right away
  • Proposed functional – discussed – made into the plan – put into operation
  • Discuss and agree on who, what and how can make on their own initiative
  • Encourage these initiatives
  • Correct them on the basis of post-analysis, rather than current preferences – this is important for developing projects

Review the coordination of work with programmers

If the company is large, and the developers are “divided” into different departments, it may be worth discussing a new scheme of work with them, for example:

  • Identification of the needs of the project groups b2b and b2c and prioritization with time breakdown
  • Introduction of internal “currency” and payment for developments by those who order them
  • Medium-term planning 50% of the time for 1 project
  • Assigning a specific employee (s) to the project
  • etc.

If the company is small and the programmer (s) are working directly for one project, then everything, of course, can be organized much easier.

Analyze the organizational structure, plan its development

If you hired someone for management, but try to give instructions at the same time, without taking into account the opinion of your experts, then the question arises – why should they continue working with you in principle? Of course, in such cases, the entire team is losing motivation, the people start to work out the time stupidly to fulfill the contractual time, exactly at 18-00 the office is empty, and mistakes and real problems are trying to bury in the distant closet, pulling your end away from your eyes, for the result tends to zero to take on becomes dangerous.

“Here you guys, the budget for promotion, make me a sale, just do it like this, do not do this and this, and especially this one, in no case, this, and all the tasks claim from me and this guy … ”

Or so:

“Personally, I like the design, the goods, in my opinion, are excellent, the prices, I think, are good, it works technically, with mistakes – but it works! So do not touch anything here, just do the promotion, report the results.”

Anyone who takes operational decisions on the project (team coordination, preparation of marketing plans, sales plans, performance monitoring, process optimization) must have its levers of influence or clearly understand areas of responsibility if there are several leaders.

Not bad, if the operational manager will be a sensible product manager, interested and versed in the assortment being sold (adjusting the range, searching for suppliers, finalizing the information placement system depending on the product department / product line).

 The online store, which is planned as a long-term and serious project, should be in the state at least:
  • Your own programmer (and preferably two) is in the first place
  • Internet marketer (preparation and conduct of shares, special offers, loyalty programs, news, newsletters on an ongoing basis)
  • Manager of the support service (contact with the client, prompt processing of orders, organization of operational reporting, preparation of orders for shipment)
  • Content editor (selects / takes photos, places texts, graphics in accordance with recommendations, prepares video reviews)

With the copywriter without problems, you can work remotely (writes / corrects texts for pages, picks up and prescribes meta tags if necessary). The marketer will also need a designer and layout designer (new banners for products, stocks, events, news) – it’s not a problem to negotiate with a remote web designer about a permanent download. Perhaps it’s worth looking for your own seo-specialist, although in many cases it’s better to contact a seo-company. Naturally, logistics require a person (although in Belarus the development of courier services is not far off).

In any case, it is necessary to clearly define (structure) the structure and responsibility of each employee and bring it to all employees.

Organize project activities

And treat the Internet project as a separate business that requires the same clear processes as any other business.

  • Evaluate the intended work
  • Create and agree on a common implementation plan, schedule
  • Conduct joint planning and correction of plans
  • Create a unified reporting system

I hope these steps can help someone to understand the objective reasons for the low level of sales in the online store.