The Ecommerce Analytics Story

Peter Reinhardt on August 28th 2014

Today, we announced new support for online retailers to get up and running with analytics in minutes. Our plugins for Magento, WooCommerce, WP eCommerce, and Goodsie ecommerce platforms let online merchants install Segment, and turn on any tool they want to use in seconds. And, our Ecommerce API sits underneath the plugins and works for any company that’s selling stuff online.

But why do ecommerce companies need access to all of these tools with the flick of a switch? What value do they provide?

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Months to Minutes: Development Speed Matters

In the past, ecommerce companies needed to hire developers to install analytics, email, advertising, and optimization tools individually.

This is crazy because each tool is powered by the same information – who is on your site and what are they doing. However, each tool requires this information in a slightly different format.

Developers used to have to write code to track this same information, in different languages, on every page, which could take a month for each tool. This means that companies tended to stick with one tool, and cringe at the thought of trying something new.

Segment reduces this lengthy vendor installation and evaluation process to the flick of a switch. Ultimately, we save you from hiring developers to install new tools and make it super easy for you to start using your data to drive sales. But, how are you going to do this?

The Life of an Online Store

At the start, every online retailer wants to answer the most basic questions about their site: How many visitors do we have? What pages are they looking at? Where are they coming from? Google Analytics and other introductory analyticstools are great for this type of ecommerce analysis.

As the store gains traction, the owners wonder - What’s the conversion rate? How many people that visit the homepage eventually complete an order? To understand this conversion funnel, they toggle on a funnel analytics tool like KISSmetrics, Mixpanel or Woopra.

With these funnel tools, they see where customers are dropping out of the purchase funnel. For example, people might get half-way through checkout, then leave. To talk to these customers directly and figure out what’s going on, they switch on a live chat service like Olark or run some surveys with Qualaroo. With some fresh ideas in hand, they turn on Optimizely or Visual Website Optimizer to a/b test new designs and copy that address these challenges.

They’ve optimized their sales funnel and site design. It’s time to drive more traffic to the store! They test a bunch of different ad networks like Facebook Audiences, Google AdWords, Twitter Ads, ShareASale, and Simplifi to bring in a bigger, fresher audience.

But then they notice a large number of users are abandoning carts, so they switch on an email marketing tool like Klaviyo or Bronto to drive orders to completion with personalized messages.

And the beat goes on. Each tool offers a different way to put your customer data to work and generate more revenue. Segment gives you access to more than 100 of these tools with the flip of a switch. Sign up today or request a demo.

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