Dates, dates, dates. We hear about it all the time, but how do we use data to generate more sales and make your customers happier? We take you through the why, what and how.

• Why should I use dates?
• What Should I measure and track data?
• How am I going to measure, and what tools can I use?

Why do I need to use data?

Understanding your customer. In what way does your customer use your business shop to purchase or shop for products? What does the customer encounter and which points are most important to tackle first? In other words; what delivers the most? Instead of basing these choices on your or your own assumptions, this is underpinned by proven data.

Better and more personalised customer service. In B2B e-commerce market you deal with customers who often place repeat orders. By knowing the customer, and his or her use of your shop well, you can better tailor the service to the customer.

More revenue per customer through personalisation. Because you have more insight into your customer, you can personalise his or her experience. Think of targeted emails based on the customer's (measured) interests or specific upsells, cross sells or matching products. You can also see how your products are performing with your customers and what customers are still looking for that they are apparently interested in.

Acquisition of new customers. Data helps to attract new customers. If you have insight into which channels you are currently getting new customers through and what your potential customer group is looking for, then you know what to do when designing your content to attract more customers with your business webshop.

What should I measure and track in terms of data?

Clear. We see that there are plenty of advantages to driving by data. So what data will you deploy? The starting point here is to first look at the objectives of your B2B webshop. Some of the goals we often encounter with a business webshop are the following:

• Attracting new customers to the webshop
• Improving the customer ordering experience
• Increasing the number of sales
• Reducing the number of manual activities of the sales department.

With these goals, it is important to set the right KPIs to measure the success of the goals. Some examples of KPIs that can help you gain more insight:

• Number of visitors per channel.
• Number of new account requests
• Conversion rate
• Turnover
• Average order value per customer
• Ratio of active to inactive customers
• Best-selling products
• Best-viewed products and categories

How will I measure, and what tools can I use?

There are countless tools for measuring different data. We'll take you through some of the tools we also often deploy with our clients.

Google Analytics
Google analytics is a free tool from Google that tracks all kinds of user statistics about your website. Google Analytics offers enhanced e-commerce functionality that gives you insight into much of the e-commerce data you need such as conversion, best-selling products and an overview of your e-commerce checkout funnel.

Hotjar
Hotjar is a tool to get a better understanding of your visitors. It allows you to identify so-called heatmaps It also offers the possibility of taking polls and surveys to get more qualitative data back from your customers. That way, you also get actual customer feedback.

Google Data studio
Google Data studio is a tool from google to visualise different data sources in a dashboard. You can use this tool to bring all kinds of data together and display it in a clear report or dashboard.

E-commerce dashboard
The E-commerce dashboard is an e-commerce report we developed ourselves to help our clients focus on the right data. Google analytics displays a huge amount of data, but often provides too much data so you can't see the wood for the trees. Our e-commerce report combines the most important data from Google Analytics and your B2B webshop and/or B2C webshop and displays this in 1 clear report that you receive monthly. 

Want to know more about using data for your webshop?

Want to know more about how to effectively use data to improve your B2B webshop or B2C webshop to improve?
Contact us and we will be happy to advise you what options are available.