Using behavior analytics in retail to boost online sales
During the COVID-19 pandemic, the focus for most customers has shifted to online shopping, and many retailers are experiencing an unprecedented surge in website traffic as a result. For businesses which have traditionally depended on in-person shoppers, taking advantage of this opportunity to grow online sales is critical to survival while brick and mortar shops are closed or experiencing extremely reduced foot traffic as a result of the ongoing effects of the pandemic. While many websites are unprepared to serve as the main anchor for a retail business (especially for retail SMBs), it’s possible to utilize behavior analytics in retail strategies to help navigate the changing landscape. Let’s take a look at how you can improve functionality and reduce bounce rates to ensure sales stay strong during these challenging times.
Analyze where abandonment occurs
Identifying where potential customers are deciding to click away from your website and mobile app is a key component to reduce your ecommerce bounce rate. Customer journey mapping and session replay software can complete each other and work in synergy to provide detailed insights for behavior analytics in retail in order to reduce page abandonment. These tools are able to help you identify trends in customer behavior, spot recurring problem areas, and drill down into individual sessions to pinpoint what went wrong and when. Use these insights in conjunction with marketing tools to trigger content, offerings, and email campaigns to optimize revenue potential.
Strengthen call-to-action placements
Your call-to-action is the most important part of your digital marketing funnel—prompting website and mobile app visitors to take the next step in their transaction. Click maps provide an easy software solution for testing and tracking how successful the placement of your current call-to-action buttons are by offering a clear visualization of which elements on your web pages are getting the most attention. Using that information, you can take steps to test various call-to-action placements in order to get the results you want each time.
Prioritize functionality first
No amount of bells and whistles can make up for a broken, inaccessible website or mobile app riddled with errors! Ensuring complete functionality should be a top priority when conducting any website and app audits and upgrades. Provide a user experience that is effective and welcoming by removing broken and outdated links immediately, decreasing page load time, and ensuring that your website is following accessibility guidelines for typography, contrast, and font size. And for retail, it’s important to ensure that your website accurately reflects your current stock, and makes it easy for customers to find items. Using customer journey mapping, you can view and analyze which paths your customers took before finally finding what they were looking for, or giving up and leaving the site. Drill down to session replays of bad paths to understand what’s working and what’s not (feel free to rephrase this)
Overcome challenges with ease
With these tips, it’s possible to make the most of information gained through digital behavior analytics to reduce abandonment, lower bounce rates, and ensure strong sales trends—helping your business set a trajectory for ongoing recovery and growth both during and after the COVID-19 pandemic.
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