To cut above the noise in the increasingly competitive e-commerce space, you need to offer your customers relevant experiences based on their buying behavior and shopping preferences. To meet this demand, marketers need to put the right products in front the right customers. This presentation shares how you can turn your online store into an irresistible shopping destination. Develop the "View it, Want It, Bought it" experience that drives conversions by learning how to: - Go beyond the basics of web analytics systems (that only provide page-based views of data) to get real analysis of merchandising and eCommerce - Use data like leading retailers turn window shoppers into customers - Use product recommendations to inspire customers to buy more - Discover ways to use what you know about your website visitors to guide your customer's decision journey - Determine which products to lead with during promotional campaigns

1. Commerce Strategy Session:7
Product Insights Every
Merchandiser Should Be Monitoring

2. Do you know which products your customers love?
Do you know what products are helping you drive revenue with each of your
customers? Do you know which ones will keep them coming back for more in the
first 90 days?

3. Some Industry Stats:
50% of merchants say it's difficult to make decisions that affect their store's profitability based on your current
ecommerce data (Jirafe Poll)
More than 80 percent of brands send the same message to all of their customers, and not all customers are
created equal (hubspot)
66 percent of Amazon’s sales are repeat purchases - they optimize for returning visitors, but the industry
average is 7 percent. (ClickZ)
The likelihood of driving a purchase from a campaign that involves exisiting customers is 14x higher than
from new customers. (Referral Candy)
They’re more likely to buy. The probability of selling to an existing customer (60-70%) is much higher than that of selling to a new one (5-20%). [1]
They’re less price sensitive. 85% of customers reported that they wouldn’t mind paying more for the assurance of a superior customer experience. [2]
Understanding Customer Behavior is Hard...Without
the Right Tools

4. These Guys are Nailing It!

5. Total basket value • Number of products • SKU’s • Descriptions
Category • Price • Promotions
SHOPPING CART DATA
Pages visited • Time spent on page • Entry and exit pages
Products viewed • Ad banners displayed • Images clicked
PAGE VIEW DATA
Referrer • Keyword • URL • Domain • Base URL • Category
New user • Returning user • Location • Time
VISITOR DATA
Google Analytics Only Gives You Half
of the Information You Need.

6. Cancelled orders • Products returned and exchanged
POST ORDER DATA
Products purchased • Taxes, shipping costs • Other processing costs •
Number of orders by product and category • Average order value • Number
of orders
CUSTOMER & ORDER DATA
Transactions approved, pending and denied
TRANSACTION DATA
E-commerce Merchants Also Need
Transactions, Product, Order & Customer Data.

7. Questions Jirafe can help you answer the following
questions:
How do you encourage people who’ve viewed your products to take the next step?
How to go beyond the basics of web analytics systems (that only provide page-based
views of data) to get real analysis of merchandising and eCommerce?
How so leading retailers turn window shoppers into customers?
How can you use data to make product recommendations?
How can you use what you know about your website visitors to guide your customer's
decision journey?
How can you determine which products to lead with during promotional campaigns?
UP NEXT: 7 Key Product Insights You Need to Master
What Insights are Needed to turn your online store into an
irresistible shopping destination ?

8. ● Much like brick-and-mortar stores, in order for online stores to generate
revenue they must present their products in an appealing manner that
entices customers to shop.
● It’s important for merchandisers to know how customers are reacting, or
not reacting, to certain products so they can change the merchandising of
the online store in order to make it more profitable.
The Importance of Great Merchandising

9. ● They are making data-driven merchandising decisions to drive traffic to
various product segments and categories.
● Example: Diamond Candles puts seasonal products and best sellers on
their home page
How are leading merchants turing window shoppers
into customers?

10. The Most Successful Brands Are Looking Beyond
Page views
● The look at which which products customers love, and how they can
deepen their relationship by helping them uncover new items over time.

11. ● What products can turn your browsers into buyers?
● Which products can unlock new revenue opportunities?
Know Where to Focus Your Efforts

12. What Should You Do With Your Non-sellers
● Every brand has products that don’t sell, how do you manage this products and
make room The easiest way to push non-sellers is to discount them.
● In Jirafe, you can also view the performance of your all discounted products in order
to decide if they should be reduced further to help your clear inventory and make
room for your newer, full-price items. (screen grab of insight)
● Right: Discounting products that are out of season in order to make room for in-
season products.

13. ● One way to push Cold Products is to run a promotion, such as a
weekend-long discount on “selected items” (cold products), in order to
spark interest in those products again.
How Do You Manage Products That Once Sold, But
Aren’t Selling Now

14. Visit jirafe.com to learn more or
start a trial!
Questions?