“Data Data Data! I can't make bricks without clay" - said Sherlock Holmes, and we can use the fictional character's quote for our own purposes in a very different, real world.
eCommerce without data analytics is ineffective. They are the key material for us to build a store with a well-thought-out strategy, responsive and adaptive to user behavior. Behavioral analysis is actually essential today, and it is the focus of Marketing przy Kawie article. From the article you will learn what to examine thanks to heatmap analysis and what are the subtypes within this tool (linkmaps, scroll maps, heatmaps). Another important subject of the text is cognitive errors which may occur e.g. when analysing heatmaps on the basis of a low number of users visiting a web page. Heatmaps are only an introduction to the analysis of recordings - a time-consuming activity, with great potential for drawing specific and important conclusions. Recorded visits will show us the context and purpose of a visit, as well as the user journey. However, in order not to drown in the wave of data, it is worth taking a smarter approach to this task - using filters and segmentation.
Nowy Marketing explores sales potential of Pinterest. Do you think Pinterest is just about inspiring images to browse at your leisure? It turns out that the portal is a good place for companies (both small and large). Regular communication on Pinterest increases traffic to the site, and of course, brand awareness among different audiences. What's more, thanks to the expansion of cooperation in April 2021 with Shopify, retailers have a chance to display their products directly to users of the site using Product Pins. This is not the end of news. This July, the service expanded the possibilities for creators operating on Pinterest. With Idea Pins, they can earn commission through affiliate links and sponsored content. Another novelty is the Shopping List feature. Sales supported by advertising actions (available campaign objectives are: brand awareness, video views, purchase consideration, conversions, catalog sales) can give really positive effects, and thanks to developed and updated statistical tools and the Trends tool we will know exactly the effectiveness of paid advertisements, as well as detailed information about their recipients.
Finally - the last call! November through January is peak season for many eCommerce businesses. Singles' Day (11.11), Black Friday (29.11), Cyber Monday (2.12), Santa Claus Day (6.12), the Christmas and New Year's holiday period (24.12-1.01), as well as Grandmother's and Grandfather's Day (21 and 22.01) - such an accumulation of events during which we buy a lot and often pose a challenge for eCommerce, for which, however, you can and should prepare. It is best to start today. Where to start? Marketing i Biznes suggests that scheduling, allocating tasks, creating content and landing pages is a good start. You should also take care of such actions as planning the entire communication and adjusting it to the given segments and channels, UX/UI optimization, fast and mobile-friendly version of the website, as well as building a positive experience at every stage - also offline.
