Brands can optimise eCommerce conversions using data from a variety of sources, including geographic, demographic and customer experience (CX) data.
The geographical location of customers – drawn from billing information and the location of website visits – is an important data point.
Just because customers behave one way in a certain country, it doesn’t mean that customers in a different geographical location will behave the same. Understanding these differences will influence the ways in which brands target customers with marketing messages or manage their supply chains.
Similarly, demographic data – age, gender, ethnicity, family and marital status, employment status and income level – has a key role to play in helping brands understand whether or not a product is suitably positioned to convert sales among potential markets.
Big Data & AI will also help brands create or enrichen customer personas – essentially characteristics that represent various segments of your customer base – that give them crucial insights into their customers’ lifestyles.
These might include: what motivates them, who influences them, their previous behaviours, which Product eContent they respond well to and how they make purchasing decisions.
The CX bar has been raised
Brands should also be using CX data derived from social listening, reviews and ratings or surveys – to monitor what their customers say about them and their competitors online.
CX data can help brands understand their weakness in the eyes of potential customers, such as product selection, inadequate Product eContent or after-sale customer service.
Data can also tell brands which types of marketing or promotional channels customers are most likely to engage with and respond positively to – a very important factor, given that a study has found that 71 percent of consumers prefer digital ads targeted and personalised to them.
Salesforce’s recent State of the Connected Customer report demonstrated how far the customer expectation bar has been raised, with 84 percent of people surveyed saying that CX is as important as the product or service provided. Great eCommerce customer experience is very hard to achieve without the data to inform and inspire it.