Benefits of Component Analytics on e-commerce sites

Yesterday, I argued that you should use Component Analytics on your e-commerce site.

But, I didn’t focus much on the benefits of doing so.

Here are some of the benefits:

• Compare your customers: Having access to the customer journey, you can see what a customer does before buying a product. More importantly, you can compare it to what a nonbuying customer does. Comparing these customers will help you discover what hinders conversion for nonbuyers.
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• Customer behavior: Seeing how your customers use your site is crucial to understanding them. For example, do your buying customers find what they’re looking for on the products listing page by filtering? Or do they find a product that is “close” and then find the product they’re looking for in the “You may also like” section?
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• Categorize: You can categorize your customers. For example, You could have the buyers that see a product and buy it directly. You have another shopper that returns many times to a product before buying. ​
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• Campaigns effect on behavior: A lot of e-commerce sites run campaigns. There is more interesting data in a campaign than conversion rate. Especially after having categorized the customers. For example, do people buy the first thing they see? Do campaigns lead to insecure buyers, checking many times before buying? Does a specific category of customers make more returns than other types?

E-commerce is a treasure trove of data, and most of it is clearly connected to conversion.

Comparing customer journeys at scale helps you remove friction in the shopping experience.

Thereby, increasing conversion.

– Samy