If you ask most developers working in a business setting, they’ll tell you to collect whatever information you can and figure out what to do with it later; you never know when you’re going to want to go back and look at data pertaining to something that seemed inconsequential.
The information you collect– your big data in its raw form– can be manipulated and analyzed to help you improve your eCommerce business and boost your profit. Let’s explore six ways to use big data in eCommerce.
Checking Your Logs
The big data you collect from your eCommerce site won’t just pertain to your customers– it will also tell you what’s going on in your system. By accessing your error logs, you’ll be able to determine if there are any snags occurring that could deter customers from completing a sale. This could be anything from an update bug to a slow loading page that fails to keep your customer’s attention. You can also check your access log to see what server requests are coming in. You can learn more about both of these logs in this guide.
Analyzing Your Customer
Big data doesn’t just show you what your customers are buying; it can show you the path they took to get to that sale and what they’ve purchased in the past. These in-depth insights into your customer’s behavior will help direct future promotions and suggested offerings to improve your sales. The more you analyze your customer, the more prepared you’ll be to show them something they didn’t know they wanted until it appeared on their screen.
The modern consumer has a short attention span. In the time it takes a page to load, they could decide that the must-have item in their cart isn’t worth the expense. eCommerce businesses have to be quick and efficient to make the sale. Big data can help improve online transactions by creating a centralized payment platform and improving the ease with which a transaction is completed. It also offers a level of protection to the business, as it can be used to detect fraudulent activity in a timely manner.
As big data can be manipulated and analyzed, with the right people in place to look at the data, you can predict trends and prepare for them ahead of time. Whether it’s seasonality in certain aspects of the eCommerce site or regularly paired items, Amazon uses big data to tell you that other users who looked at a particular item also look at another: you can use your big data to stay ahead of the curve.
Cater Your Shopping Experience
Using big data, you can make every shopper feel like their shopping experience has been customized for them. The more personalized the experience, the more likely your customers are to complete their transaction. Again, Amazon has been an industry leader in this area.
Improve Customer Service
Having more information about your customer, their behavior, and any potential challenges they faced on your eCommerce site allows you to offer better customer service overall. For many customers, a bad experience can be the determining factor in giving their business to a store. However, if they experience positive customer service and feel that their frustrations have been addressed, it offers a chance for retribution.
In summation, using big data in eCommerce means happier customers, which in turn means increased revenue and success.