From Product Title to Digital Shelf Dominance: A Step-by-Step Guide to E-commerce Analytics

As an e-commerce business, having a solid digital shelf presence is important for driving sales and staying competitive. But with so many products and brands competing for attention, how can you dominate the digital shelf? The answer lies in e-commerce analytics. Using analytics tools and data to inform your decisions, you can optimize your product titles, descriptions, and digital shelf presence to attract customers and drive more sales. 

Step 1: Define Your Goals 

Before you analyze your e-commerce data, you must define your goals. What do you want to achieve with your e-commerce analytics? Do you want to increase sales, reduce bounce rates, or improve customer engagement? Is there any KPI you want to achieve?

Step 2: Collect and Clean Your Data 

Once you've defined your goals, it's time to collect and clean your data. This includes collecting data from various sources, such as Google Analytics, e-commerce software, and customer feedback. You should only focus on the data that helps you reach your goals. 

Step 3: Analyze Your Product Titles 

Mostly, your product title is the first thing customers see when searching for a product online. A poorly written product title can lead to lost sales and damaged brand reputation. Use analytics to analyze your product titles and identify areas for improvement. 

Step 4: Optimize Your Product Descriptions 

Your product description is where you can showcase its features and benefits. Use analytics to identify which product descriptions are performing well and which are not. Use this information to optimize your product descriptions and improve customer engagement. 

Step 5: Analyze Your Digital Shelf Presence 

Your digital shelf presence is how your products appear on online marketplaces and search engines. Use analytics to analyze your digital shelf presence and identify areas for improvement. This includes optimizing your product images, product videos, and product reviews. 

Step 6: Use Data to Inform Your Decisions 

Now that you've analyzed your data, it's time to use it to inform your decisions. Use analytics to identify trends, patterns, and correlations that can help you optimize your product titles, product descriptions, and digital shelf presence. 

Step 7: Monitor and Adjust 

Finally, it's time to monitor and adjust. Use GA (Google Analytics) or a similar tool to monitor your progress and implement new strategies. This includes tracking your sales, bounce rates, and customer engagement and changing your product titles, descriptions, and digital shelf presence. 

Example: Let's say you're an e-commerce business that sells consumer packaged goods (CPG) products, and you're trying to optimize your product titles, product descriptions, and digital shelf presence for your best-selling product, a famous brand of instant coffee. You collect data from Google Analytics, your e-commerce software, and customer feedback. You find these:

• 40% of customers who view the product page don't make a purchase.

• 25% of customers who purchase return the product because it's not fresh enough.
• Customers search for keywords like "fresh coffee" and "best instant coffee."

You analyzed your product title and found it needs to be optimized for search. The title is too long and doesn't include the keywords "fresh coffee." You decide to shorten the title and add the keywords to make it more search-friendly.

Then you analyzed your product description and found that it needs to be shorter and highlight the key features of the instant coffee. You decide to shorten the description and add more details about the coffee's freshness and quality.

As a third step, you discovered that your digital shelf presence and product images could be of higher quality and showcase the coffee's packaging. You updated the photos to include more detailed shots of the coffee's packaging and freshness seal. By following these steps, you can use e-commerce analytics to optimize your product titles, descriptions, and digital shelf presence and increase sales of your instant coffee. 

In conclusion, e-commerce analytics is the most important procedure to help you dominate the digital shelf. Following these steps, you can make a better digital shelf presence to gain customers and drive more sales. Remember to define your goals, collect and clean your data, analyze your product titles, optimize your product descriptions, analyze your digital shelf presence, use data to inform your decisions, and monitor and adjust. With these steps, you can take your e-commerce business to the next level and achieve digital shelf dominance.

You can also check these blogs:

⁠The Structure of a Digital Shelf Experience

Digital Shelf Experience: A Human-Centered Approach to E-commerce Success