Category Archives: Analytics

3 Critical Website Updates For UX

Originally published in Retail Customer Experience.

Today’s consumers expect flawless website experience. In a recent survey of more than 8,000 B2C and B2B buyers worldwide, 73% said one really good experience with one company raises their expectation across the board when shopping online.

Marketers are tasked with analyzing all aspects of their website’s performance and continuously enhancing the customer experience to meet these high expectations. This is especially crucial as technology, consumer behavior, and product interest is always evolving.

Randi Mohr, Whereoware’s Vice President of Customer Success and Marketing, recently sat down with Retail Customer Experience to share three insightful tips on updating your website to maximize your customer’s UX.

1. Make it easy to find products: Streamline Navigation

56% of customers expect to find whatever they need from a company in three clicks or less, so streamlining your navigation is crucial to capture and retain visitors on your website. The top navigation should be concise, logical, and descriptive and include high level categories to organize items of interest.

We recommend you limit the top navigation to fewer than seven categories to minimize cognitive load and maximize usability. Use a dropdown sub-navigation to break product categories down further, while also utilizing product imagery and messaging to capture attention.

Base category names on keyword research and language common to your audience to ensure the options are intuitive and recognizable at-a-glance. The over-arching goal is to make the experience as seamless as possible to keep frustration low and the consumer moving through the funnel.

2. Motivate Purchases: Enhance Product Detail Pages

It’s no surprise that product detail pages (PDPs) are a crucial aspect of your website, after all, your customer is most likely to make a purchase here. An optimized PDP uses a combination of high quality product photography; compelling descriptions, specifications, and details; and interactive elements to turn browsers into buyers and drive revenue.

Like our clients at Cuisinart, the best PDPs should entice customers to engage with the brand using rich visual media, reviews, and other content to help the customer visualize using the product.

Add personal, AI-driven product recommendations that will continuously analyze user actions to recommend the most compelling products, improving product discovery and the overall customer experience. 

3. Reduce Abandonment: Simplify The Check Out Process

The finish line is in sight! Your customer successfully navigated through your website, arrived on a product detail page that convinced them to add-to-cart, and now, the urgency to convert is high.

To reduce shopping cart abandonment, (according to Statista, cart abandonment is about 88% for online orders) you need to ensure the check out process is simple, straightforward, and clear.  

Include an image- and information-heavy order summary; with shipping, taxes, and other necessary details as clear and transparent as possible, so there are no surprises. Autofill known user information and add consumer-friendly payment methods, like PayPal or Apple Pay, to get your consumer across the finish line. 

Want more? 

To read the full article and gather the insight you need to improve your website experience and conversion rates, head over Retail Customer Experience.

Google Analytics 101 – A Simplified Guide

Google Analytics empowers digital teams to stop guessing and start measuring marketing and website success.

Nearly 95% of the top 200 marketing websites use Google Analytics and it’s the top SEO tool used by marketers.

The free, powerful analytics tool measures website and digital campaign activity to help marketers answer questions, like:

  • What tactics or campaigns are working?
  • Who’s visiting my website?
  • How are people finding my website?
  • Are they interacting with my content or products?
  • Where should I focus marketing spend?

Google Analytics helps marketers focus their investment on the right campaigns and audiences to maximize every opportunity. Follow our beginner’s guide to get started on your Google Analytics journey.

Getting started with Google Analytics doesn’t have to be intimidating. For a high-level overview, read on and be sure to check out our on-demand webinar, Google Analytics 101.

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Free Webinar: How to Thrive in 2021’s Digital-First Sales Environment

Can’t join us for the live webinar? Register anyway, and we’ll email you the recording and resources after the webinar.

CCPA: Understanding California’s New Privacy Law

California Consumer Privacy Act (CCPA)

You’ve probably heard of the European Union’s General Data Protection Regulation (GDPR), but what is the CCPA?

The California Consumer Privacy Act (CCPA) took effect January 1, and although it’s a state law, it holds companies around the world accountable for the customer data they collect. New year, new privacy regulations.

Here’s a quick look at the new law, who must comply, and how to ensure your business is compliant.

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3 Steps to Become More Data-Driven in 2020

Data is the foundation of every modern business, technology, marketing campaign, and sales initiative. Your data (and how you use it) is a critical distinction between you and your competition.

At Whereoware, we’re obsessed with all things data. Data drives everything we do—from our Creative team using data to track user experience, to our client marketing team analyzing performance data to optimize every campaign, to our Customer Insights (CI) team (who are all.data.all.the.time) creating sophisticated business intelligence dashboards and predictive models. Before saying go, we look to data to validate our strategy and guide our execution, and then measure activity and results along the way.  

If there’s one thing to commit to in 2020, it’s becoming a data-driven company. Leaders across industries share this goal. A survey from CMO Council and Deloitte found, “more than half (56%) of growth CMOs prioritize data and intelligence analysis as the top skill to help them evolve their growth agenda.”

Depending on your organization’s current comfort level, this might mean undertaking a few specific projects to elevate your data game; connecting your systems to breaks down silos; or starting from the ground up to set a reliable data foundation.

Whether you’re just getting started or doubling down on your data pledge, follow our three steps to becoming a more data-driven company in 2020.

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Webinar Recap: Google Analytics 101

Thank you to all who joined us for our webinar, Google Analytics 101.

In our 20-minute webinar, we covered actionable tips on using Google Analytics to effectively analyze your business data.

Watch the webinar recording to learn must-know terminology, best practices for maximizing your data, and easy-to-use reports for harnessing the insights you need to better to measure your marketing and website success.

Need some hands-on help? Set up a free 30-minute consultation with a data expert on our Customer Insights team. Limited time offer expires on September 25.

Below, you’ll find the webinar recording, slides, and checklist.

Watch the Webinar Recording:

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Combine Data in Domo for Deeper Strategic Insights

Today’s data-driven marketers struggle to track and measure campaigns spanning a variety of disparate channels, technologies, and audiences. Reporting is time consuming and overwhelming, especially when you manually pull reports from each tool and cobble the insights together. Luckily, a business intelligence (BI) tool, like Domo, is a lifesaver for the time constrained, data-driven marketer.

BI tools turn huge swaths of data into simple visualizations (called “cards” in Domo) to cut through the clutter and reveal the big picture. By letting us connect disparate data sources into a single system, we can layer and analyze complex data instantaneously, without the typical headaches associated with manually pulling reports (and pulling our hair out).

Today, we’ll highlight a few Domo cards demonstrating how combining data sources in a BI tool offers deeper, actionable insights to improve your marketing strategy and business.

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Automate Manual Tasks to Take Back Your Day

Ever feel like Stretch Armstrong – pulled in too many directions?

To Do List

If you’re like most sales, e-commerce, and marketing teams, you face an overwhelming daily task list that leaves too little time for the fun stuff – analyzing results, optimizing performance, and strategizing your next big sale or campaign.

We’re lucky to have more opportunities than ever to engage our omni channel customers. Accenture reported that multi-channel customers (visiting a combination of our website, social networks, sales reps, and in-store) are 15% more profitable than digital-only customers and 25% more profitable than human-only experiences. The opportunity is huge, but means we’re creating more campaigns, analyzing more data, and ultimately, juggling more balls.

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Analytics tip – 3 metrics to benchmark holiday success

B2B vendors are already in the holiday marketing swing to help their retailers fulfill inventory, while B2C brands are brainstorming and executing holiday campaign strategy for their stores, websites, emails, and more.

Everyone wants a piece of that huge holiday pie. Last year, holiday sales during November and December increased 5.5% over 2016 to $691.9 billion.

A smart digital strategy is step one to getting a big, fat piece of that seasonal spending. Of course, the best way to map out a winning digital strategy is to first look back at what worked last year.

To get started, we’ve outlined 3 Google Analytics metrics to benchmark from last season to help you develop this year’s marketing plan.

Conversions + most popular shopping days

First, identify the days your website saw the highest conversions last year.
To benchmark high-level conversion numbers from last season in Google Analytics, navigate to Conversions > Ecommerce > Overview.

The Overview graph at the top of the page displays the E-commerce Conversion Rate by default, but can be modified by clicking the dropdown. You can click “Select a Metric to add additional metrics, like Average Order Value, Quantity, Revenue, Transactions, and Unique Purchases. We selected Revenue and E-commerce Conversion Rate.


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New Google Ad Suite Branding

In June, Google announced changes to their Google Ad suite branding, effective July 2018.

To streamline the user experience across both small- and enterprise-level businesses, and simplify their brands, Google consolidated their current offerings into three new ad brands. The new ad suite includes: Google Marketing Platform, Google Ad Manager, and Google Ads.

Let’s quickly review each.
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