Collecting data about shoppers is essential for ecommerce businesses. Demographic, social, and behavioral data provides insights to merchants for marketing campaigns, product improvements, and to offer better customer service.
However, when not implemented correctly, data-centric strategies can do more harm than good.
Below are four common mistakes ecommerce merchants make when dealing with customer data.
Not Talking with Shoppers
Technological advancements in behavioral targeting and analytics enable you to collect data and activity without direct communication with shoppers. These days, you can determine whether shoppers like a product without talking to them or asking them to fill out a survey.
And while being passive with your data collection efforts is fast and convenient, doing it too much can alienate shoppers.
That’s why it’s important to collaborate with them. Gather insights by actually communicating with your shoppers. Let them share their information through surveys or quizzes. Direct your customer service representatives ask questions. Assist shoppers while on your site.
You don’t always have to rely on algorithms to passively gather information. Sometimes it helps to connect with shoppers directly.
Letting shoppers in on your data-gathering efforts strengthens your relationship with them. It makes shoppers feel that you care about them. And from a data standpoint, actual conversations or survey results can supplement the information you already have, enabling a more complete view.
Poorly-integrated Systems
I’ve addressed system integration here previously, in “How to Integrate Cloud-based Platforms.” Not integrating your apps correctly can lead to wasted time, data loss, and inaccurate reporting.
Prevent that by having an “integration first” mindset. Your shopping cart, email marketing software, site analytics, and all other programs should seamlessly integrate with each other to facilitate the flow of data.
Proper integration enables you to quickly gather the information you need, to analyze and take action.
There are many ways to integrate apps. Some companies hire developers to work with software APIs. If you’re a small business and don’t have the budget to hire a developer, look into app integration services such as Zapier or IFTTT to connect your software.
