Website visitor analysis for E-commerce

EC 솔루션 연구소 이 종 진
㈜시스포유아이앤씨 | www.sys4u.co.kr
Website Visitor Analysis for
Ecommerce

1. Marketing Funnel
2. How to get your First Customers for your E-commerce Shop
3. Successful E-commerce Website Content drill-down
4. The 4-step Framework for E-commerce Content Marketing
5. Application techniques in accordance with the behavior
Patterns of consumers
Agenda

The marketing funnel concept can impact your business to generate
sales in a controlled system.
The funnel attracts prospects by consumer psychology, on-line
incentives, social networking or other marketing mix.
Prospects are drawn through the funnel under various stages of
relationship development and brand awareness.
The marketing concept turns prospects to a target audience to
generate a sale.
Reference materials : http://smallbusiness.chron.com/marketing-funnel-20593.html
1. Marketing Funnel

(1) Buy Pay-Per-Click Advertising
2. How to get your First Customers for your E-commerce
Reference materials : http://www.practicalecommerce.com/articles/3763-5-Ways-to-Attract-New-Customers
Pay-per-click advertising is frequently
the premier online marketing tool
for attracting new business.
For search engines, consider using
at least Google and Bing.
It may also make sense to look at other
PPC networks, including Facebook,
to reach potential new customers no matter
where they shop.
Bing displays PPC ads above and to the right of search results.

(2) Get Email Subscribers
Email marketing is another powerful tool
for online retailers, but it can be overlooked
as a new customer acquisition tool.
Once a visitor subscribes,
the retailer will get many new opportunities
to convert that subscriber into a paying
customer.
Murdoch’s Ranch & Home Supply enters new email subscribers in a contest to win a $50 gift card.

(3) Social Media Marketing
Social media can take many forms.
For example, blog content is social,
as are posts on Facebook, Google+, Twitter,
Pinterest, Fancy, and YouTube.
While most of the marketing on these
platforms should be aimed at engaging
customers in a sort of ongoing conversation,
from time to time, it is acceptable to ask
for a sale.
Asking for a sale on social sites can be as simple as posting occasional specials or sales.

(4) Use Marketplaces
Amazon, eBay, Sears, Newegg, and many other
large retail sites with millions of monthly visitors
also allow small and mid-sized retailers to sell
from their site.
Put simply, to get more customers,
place products on these marketplaces.
When orders come in, be sure to include
coupons and discount offers in the shipping box,
encouraging folks to return directly to
your ecommerce site.
Amazon allows other retailers to sell products from its site.

(5) Something Away
In the context of attracting new customers,
contest marketing is similar to email marketing,
in that it is a gateway of sorts that introduces
customers to a merchant and increases
the chances of making a sale by increasing
the amount of exposure.
For example, Consider giving everyone who
enters a contest a coupon for 10 or 20 percent off.
A contest on a social network like Facebook can help a merchant get new customers.

This data is based on the Commerce site Posted by incoming traffic.
Reference materials : http://www.screenpages.com/about/articles/ecommerce-traffic
play with your anticipated figures to derive a sensible and achievable
plan for the traffic levels necessary to hit your financial target.
Traffic will come from various sources

Reference materials : http://www.screenpages.com/about/articles/ecommerce-traffic
Source of traffic Factors influencing success %
of visitors
Direct URL entry
(e.g. type in www.yourshop.com or ookmarks)
Offline popularity of brand; PR; catalogues; retail presence 10-15%
Search engines overall (organic & paid) See breakdown below… 50-75%
Brand related searches
(e.g. type in Google “Your Shop Name”)
Offline strength of brand (PR, catalogues, retail) 15-25%
Visitors from organic search results
(generic terms and specific products)
SEO effectiveness (content and no. links) 10-30%
Visitors from paid search
(brand, generic terms & specific products)
PPC effectiveness (spend & relevance) 20-50%
Email marketing Size of database, frequency & quality of emails 10-30%
Affiliate marketing
No. of affiliates. % offered, site conversion & network
management
5-15%
Referrals from other websites Number and quality of links 10-15%

Reference materials : http://ecommerceinsiders.com/4-step-framework-ecommerce-content-marketing-that-works-1931/
4-step framework for E-commerce
content marketing
will give you a simple 4-step framework to help you plan,
develop and execute a content marketing strategy
that actually works.

If you have an up-to-date customer profile, and are a familiar face
on the forums and other online places your target customer hangs out,
you probably already have all the information you need.
think about your content creation from a buyer cycle perspective.
This helps you plan and position your content to smoothly transition
your customers from one stage in their cycle, to the next.
(1) Research and planning

Planning your content in a multichannel way will help you get
the best leverage and results for your time and money.
Remember, every marketing channel functions somewhat differently.
You need to tweak and repurpose your message to fit the medium,
These three channels work exceptionally well for e-commerce
merchants.
● Social media – Specifically Facebook, Pinterest and Instagram
● Video marketing
● Blogging
(2) Content and graphics

Guest posting works incredibly well for E-commerce marketers,
especially if you’re strategic about whom you approach and the content you create.
These relationships can prove even more profitable if you work closely with that channel’s owner to
provide extra value to their audience.
(3) Syndicate and Promote

The key to profitable content marketing is strategy, quality and consistency.
Every piece of content you create should be an asset for your business
that brings in long-term repeat benefits When you approach your content creation from this
standpoint, you’ll create higher quality, more useful content, with a longer (profitable) lifespan
(4) Consistency and quality

This refers to search related actions which take place during the course of information retrieval
such as making a query, subsequently browsing the pages (scrolling up or down, for example) and
providing relevance judgements.
The logs do not distinguish clearly between a (original) query and any other query activities.
For example,
if a particular query occurs twice consecutively, it could be because the same query was input twice
by the user or that the user browsed after the original query.
(1) Search activity
This data is based on the hypothesis that came from the meeting.
Reference materials : http://www.pitt.edu/~dah44/docs/web_user_srch_pattern_last.pdf

We group related activities together and refer to the resulting unit as a session.
a session tends to have a clear meaning determined by user login and logout times.
However, this is not available for searches on Web search engines. Hence, as explained in the previous
section, we aim to predict where these session boundaries should occur.
This is based on identifying topic groups (for an individual user) and topic shifts.
(2) Session

This is the time difference between two query activities.
Intervals occur between two query activities within the same session or they can occur between
activities spanning a session boundary.
(3) (Time) Interval

This refers to the time period between query activities over user sessions.
Some of this interval will be time spent on wrapping up/completing the previous query and some will be
spent on cognitive preparation for the new query.
Initiate/generate a query activity QueryActivity n-1
Time spent completing (cognitively) the QueryActivity n-1
Time spent switching topics
Time spent preparing (cognitively) the new query activity QueryActivity n
Initiate/generate a query activity QueryActivity n
Our aim is to automatically identify these inter-session time intervals.
(4) Inter-session (cross-session) interval

This refers to the time period between user This refers to the time period between user session
intervals, as explained above.
(5) Intra-session (within-session) interval
======== user begin ========
0423 4578362633021D50 school uniforms
<intra-session interval>
0800 4578362633021D50 school uniforms
<inter-session (cross-session) interval>
1142 4578362633021D50 Probability
======== user end ========

A clickstream is the recording of what a user clicks on while browsing the web.
Every time he or she clicks on a link, an image, or another object on the page, that information is
recorded and stored.
You can find out the habits of one individual, but more useful is when you record thousands of
clickstreams and see the habits and tendencies of your users.
All of this information combined is valuable data that goes beyond normal analytics.
(6) Clickstream

End of announcement
EC 솔루션 연구소 이 종 진
㈜시스포유아이앤씨 | www.sys4u.co.kr

Website visitor analysis for E-commerce

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