Customer Journey Part 2 - Working with Data to Increase Online Sales

This week, we continue with Part 2 of our customer journey. For those of you who missed Part 1 - “Company Y” is a retail business based in the Midwest specializing in women’s clothing and accessories. As they venture into the world of online shopping, they are seeking help with data analytics to provide customers with a seamless and user-friendly shopping experience. Today we look at tangible steps recommended by Data Products experts to increase Company Y’s online sales.

Company Y’s website is losing sales due to the confusing layout and lack of predictive analytics. In part, this can be attributed to the site currently generating basic product information instead of audience-specific data. In order to turn one-time customers into returning customers, Company Y needs to implement solutions that will both anticipate audience’s needs and forecast trends. Predicting a particular customer’s potential interests will increase sales tenfold, as well as make the online shopping experience more enjoyable for the consumer. 

This can be supplemented with advertisements that will direct traffic to the website. The current marketing strategies Company Y employs fall short because they target the wrong audience and lack data on their current ad performance. Personalized ad campaigns will increase visitors to the site with a higher percentage converting to sales. Analyses show that “data science plays a critical role in curating relevant ads for the user based on machine learning algorithms. As the learning algorithms become smarter, the campaigns meet their goals in lesser amounts, thereby saving huge marketing costs.”

In light of these challenges, Company Y sought out Data Products to consult on these new measures as well as implement data analytics solutions. The resulting outcome is a steady increase in new visitors, returning customers, and overall sales. With the predictive analytics feature, Company Y is seeing that users often purchase the items recommended and are more likely to become repeat customers. The enhanced advertisements have also increased website traffic thanks to improved targeting. Stay tuned for part 3 where we delve into how this new data-driven approach has a lasting impact on Company Y.

1. Advantages of Predictive Analytics for Online Retailers - Countants : Scalable Custom Cloud Based Data Solutions. Countants. (2019, September 19). https://www.countants.com/blogs/advantages-of-predictive-analytics-for-online-retailers/.

2. Katyal, R. (2019, October 31). Role of Data Science in Digital Advertising. Medium https://medium.com/trends-in-data-science/role-of-data-science-in-digital-advertising-34529a56280b.