analytics tool that\u2019s created for e-commerce<\/a><\/strong> has advantages: like being able to visualize your sales funnel as an actual funnel.<\/p>\n![\"\"](\"https:\/\/i2.wp.com\/www.ecommerce-nation.com\/wp-content\/uploads\/2017\/09\/Divvit-how-to-understand-your-ecommerce-data3-1024x337.png?resize=1024%2C337\")
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You can visualize exactly what your sales funnel looks like, and where the hangups are. For example if you see that there are many that are getting to the checkout and not many are converting, you know that this is what you need to optimize.<\/strong><\/p>\nWhat\u2019s more is that you can actually see that through a larger wedge in the checkout section to a very narrow conversion funnel. On the sides of the chart, you can also see data on the average bounce rate, the percentage of those who explored your site and didn\u2019t decide to purchase, where checkout failed, and then the overall conversion rate.<\/p>\n
What\u2019s particularly cool about this is that you can actually choose to add a funnel (on the bottom right of the screenshot) and compare several funnels by channel and see just how useful they are to you.<\/p>\n
![\"\"](\"https:\/\/i0.wp.com\/www.ecommerce-nation.com\/wp-content\/uploads\/2017\/09\/Divvit-how-to-understand-your-ecommerce-data5-1024x999.png?resize=1024%2C999\")
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So here, I\u2019ve compared<\/p>\n
\n- Social organic traffic: traffic coming in naturally through social media<\/li>\n
- Referral traffic: visits coming in from links on other websites (blogs, etc)<\/li>\n
- Organic traffic: traffic coming in naturally from search engines<\/li>\n<\/ul>\n
Organic traffic is your baseline- it\u2019s the natural traffic that your site generates through SEO and search query<\/strong>. However, compare it to referral traffic- which seems to be doing better than organic. So when other sites talk about your store and refer customers to you, you tend to do better in conversion.<\/p>\nThe overall bounce rate is higher- meaning that 26% of your customers that come from the other sites aren\u2019t there to buy, but there\u2019s a good chance that if another site is speaking highly of your store, that customers who turn up might purchase in the long run, perhaps on the second or third visit.<\/p>\n
What\u2019s cool about this snapshot is that you can compare your baseline traffic (organic) with how your social and referral campaigns are doing. As you can see when you look closer at the social traffic, the bounce rate is far lower than organic or referral traffic. What does this mean?<\/p>\n
If people are coming to your site via a social media post, it\u2019s likely that they\u2019ve already seen the product they\u2019re interested in, or perhaps a new line caught their eye<\/strong>. The fact is, with the power of visually appealing social posts, users that come to your online store via this channel, whether paid or organically, have a certain familiarity with your products<\/strong>. Though the conversion rate isn\u2019t quite as nice as via referral traffic, it\u2019s still higher than your overall organic.<\/p>\nWHAT TO DO WITH THIS INFORMATION:<\/h4>\n
Knowing how each of your channels is performing is integral to how much budget and time you should spend on each. For the example above, we can see that the funnel for referral traffic is much wider and works better towards conversion. In this case, it might be better to invest more time into getting other sites to talk about your store.<\/p>\n
However, we can also see excellent conversion potential with your social channels. So in this case, you would want to perhaps put a bit of budget on paid campaigns that are well-targeted and put more time into creating amazing social media posts.<\/p>\n
On the organic side, compared with the overall traffic that you get on average, the conversion is still quite low. While this is to be expected, it might be an indication that you need to work on your SEO and paid search campaigns to only target those who are looking for the types of products you sell. Targeting these keywords and PPC campaigns is your best bet for raising that conversion rate, as well as driving only the most pertinent visitors to your site.<\/p>\n
ORDER EXPLORER: KNOWING THE DIRECT PATH BETWEEN DISCOVERY AND PURCHASE<\/span><\/h2>\nWouldn\u2019t it be nice if you could see the entire journey of your customer before they purchased?<\/p>\n
Well, with Divvit you can.<\/strong><\/p>\n![\"\"](\"https:\/\/i0.wp.com\/www.ecommerce-nation.com\/wp-content\/uploads\/2017\/09\/Orders-Explorer-Image-1024x854.png?resize=1024%2C854\")
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Probably the best feature of this app is the order explorer feature. With this, you can check out exactly how many touch points a customer needed between first discovering your site and purchasing from you.<\/p>\n
Think about it: when was the last time you stumbled upon an online store and directly purchased on the spot? Rare- right? It usually takes a few reminders: whether that be via well-placed Facebook ads, a Twitter or Pinterest post, or maybe coming up in a search- or maybe it takes all of those points.<\/p>\n
With this feature, you can examine each order and see exactly how many times that customer visited your site, from where they came, and how much they spent. We can see the 4th customer down, who visited the site five times before spending over 3 times the average order. While it took more touch points for that particular customer, we can presume it\u2019s because they were looking to make a larger order and needed more time to decide.<\/p>\n
You can filter this to look at any time period you\u2019d like, as well as filter out only larger or smaller orders. If you want to focus on raising your average order value, for example, you can filter out anything above a certain amount and focus on how much these customers are spending, what they\u2019re ordering, and what kinds of products to propose them with their next order to raise their spending.<\/p>\n
Naturally, you can export each of these views into a customized report for later study.<\/p>\n
WHAT TO DO WITH THIS INFORMATION:<\/h4>\n
When you have a detailed look into how much your customers are spending, from where they\u2019re coming, and how many touch points they need before purchase, you can better optimize your UX to respond to these criteria. For the example above, you can see that several of your customers came via Google but not many via Bing. While you wouldn\u2019t necessarily put Bing on the backburner completely, you could put more of your time and energy into Google campaigns.<\/p>\n
If you see that many of your customers are seeing X amount of pages before purchasing, you could implement a pop-up with a coupon for their first purchase to convert more quickly. Alternatively, if you see that many of your customers from a certain channel aren\u2019t converting, you could pinpoint and offer those customers free shipping or some other goodie to keep them on your site longer and clench the sale.<\/p>\n
On another note, if you\u2019re using affiliates to drive customers to your site, like many online sellers are, being able to see exactly who comes to your site from which channel is extremely useful to you. You can see if your affiliate programs are really paying off and you can see exactly who you would need to pay out once the order is complete.<\/p>\n
Data and analytics are powerful tools once you know how to use them. Tools like Divvit can help you put the power of your data back into your hands and understand in layman\u2019s terms how to best manage your store. With this information, you can optimize and customize your store so that it\u2019s as efficient as possible.<\/p>\n
![\"Divvit](\"https:\/\/i1.wp.com\/www.ecommerce-nation.com\/wp-content\/uploads\/2017\/09\/Dashboard-1024x516.png?resize=1024%2C516\")
<\/p>\n![\"divvit](\"https:\/\/i1.wp.com\/www.ecommerce-nation.com\/wp-content\/uploads\/2017\/09\/Traffic-1024x442.png?resize=1024%2C442\")
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