Tag Archives: analytics

Another Christmas has passed, and many around the world went through a short period of stress over the perfect gifts they wanted to buy for their loved ones. In the near past, e-commerce seemed like a perfect solution to gift shopping because it looked like eliminating the stress of going to a store and physically picking out a gift for a family member, amidst large crowds wanting to do just the same.

Because shopping has evolved on the internet, most of the Christmas chores are now being done online, but it seems even then people are still very stressed out over buying the perfect gift while it can only take a few clicks and item names being types in search bars. What’s going on then?

 

Desperate clicking

It’s not necessarily guaranteed you will find the items you want online if not available in a store. Even with websites like Amazon offering so much, people sometimes find themselves frustrated not finding gifts online and they become aggressive and impatient with their clicking/browsing. This behaviour takes place just as much when a website is taking time to load, due to a heavy-trafficked server or slow wifi at home.

Meanwhile, analytics at the retailers‘ offices are showing company bosses that consumers are desperate to find what they want with little time left before Christmas eve. This gives them a chance to get better for the following year.

Confused navigation

Through its analysis of data, an analytics company identified a series of different attitudes based on mouse movements and visitor behaviour patterns. Of these mindsets, ‘disorientation’ proved one of the most troublesome, with many shoppers appearing confused and erratic in their movements across a page or ecommerce site.

This ‘disoriented’ mindset is a key sign that Christmas shoppers have lost their sense of direction and are thinking of abandoning a site. Could this be due to the ‘festive fatigue‘ that cripples many at the end of the calendar year, because work deadlines get overwhelming before the holidays? According to research, average conversion rates are as much as 40% lower for consumers with a predominantly disoriented mindset.

If a retailer’s analytics highlight that numerous customers are suffering from disoriented behaviours, it’s likely that a site’s navigation is not providing a clear enough path from browsing to checkout. This can hinder customer loyalty, result in ‘shopping cart’ abandonment and ultimately cost a company valuable Christmas sales.

Understanding the consumer

Where as those with a disoriented mindset don’t know where they are going on a website, exploring visitors simply don’t know what they want. Instead of navigating to the product or page they want – or taking the time to actively compare products and make a decision – ‘explorers’ simply wander around the site as they would when tiredly shopping in a high street store. These visitors are keen to make a purchase and can be a great source of sales, but only if a retailer’s website is capable of converting them.

Around Christmas, online retailers should expect to see a spike in traffic from those with an exploring mindset, as customers start to browse for possible presents and psychologically window shop for ideas. If retailers are to make the most of these visitors, they must tailor their content to bring the calls to action to the forefront of the site, simplifying the buyer journey. Offers and deals are also a great way to convert these ‘explorers’ from window shoppers to genuine customers.

With Christmas now over for another 12 months, should retailers spend more time in the next year understanding ‘festive fatigue’? Shoppers are partly at fault in all this for leaving gift purchases so late, but this behaviour will never change.

We can only hope retailers begin by looking for solutions to help make next Christmas shopping experiences that little bit easier and stress-free. To appeal to this mindset, online retailers must reclaim the notion that shopping online is the easy alternative to going in store. By using a combination of customer data and appealing design, retailers can make Christmas shopping great again and minimise the potential for festive fatigue.

 

How was YOUR Christmas shopping this year? Will you try starting your shopping earlier next year?

When we pitch to SMEs to work on their social media accounts, we usually take into account that like many other businesses, they wouldn’t want to spent plenty of money on their social media marketing. When they set their monthly/yearly budgets, they believe to have more important things to take into account, but know the necessity of setting money aside to hire an agency or independent marketer. So what are things businesses could take into account when SMM budget planning?

 

 

1) Targets

What are the objectives? And who is the audience? We assume that the bigger the goals, the bigger the cost for the marketing? Some businesses value online presence less than others, depending on priorities.

2) Content

What kind of content will you expect from the person or agency you outsource it to? The content is exactly what you pay for, so make sure the demands are relative to the costs. You must bear in mind that graphic design and video editing can be time consuming.

3) Platform

Amidst all the talk of organic reach becoming more obsolete and having to start paying for reach, you need to decide where your audience is most active and present, to share your content on said platform. There are always a number of choices, but not all necessary. Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, Google+, YouTube – all interesting places.

 

 

4) Analytics

At the end of each week or month, you want to know how the marketing is performing. This can give you the chance to make adjustments that will either increase or cut costs, and the softwares themselves may not be free of charge.

 

 

You created your Facebook Business Page for your fans to join and “Like”. Now what? There are no doubt many questions you may have about what strategies are best in regards to brand identity, customer interests, and, of course, fan growth. How do you tell which tactics are most effective and work best for your brand and business? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps Facebook Business Page owners analyze trends within user growth and demographics, consumption and engagement with content, and creation of content.

How To Use Facebook Insights

Once your Facebook Business Page has more than 30 followers and ongoing activity, Facebook will automatically engage Insights to start monitoring your page’s activity and growth. These analytics can be accesses and viewed solely by page administrators.

The Facebook Insights highlights sharing behaviour both on and off your Facebook Business Page with pertinent data, graphs and charts. The charts allow you to select which information is displayed on each graph by checking the desired boxes. All these tools can help your business better understand what your audience wants from your page.

Facebook Insights can help visualize information on page growth and audience engagement, as well as specific metrics for individual posts and comments that are Liked on your page. Experimenting with strategies to see which are most effective on your audience can be made extremely simple by keeping a close eye on these analytics.

Regarding content, Facebook Insights also helps break down audience demographics with simple visualizations. Insights allows you to see gender, age, country, city and language breakdowns for a better understand of who makes up your online audience.

Quick Guide: Facebook Insights

First off, there are two different kinds of Facebook Insights: User Insights and Interaction Insights.

  • User Insights: Total page Likes, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views, tab views, external referrers, media consumption.
  • Interaction Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).

Before you get started with Facebook Insights to help with your marketing strategy it is important to decide what exactly you are trying to measure. With so many different tool options, it can potentially be challenging to find the right data that will answer the questions you have. Take the time to get to know the data and keep a close eye on your daily and monthly performance trends with the different integrated tools. Aim to keep your statistics generally on the rise, and it should be safe to assume that you are doing the right thing.

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Tools:

Active User Growth: This tool monitors the daily/monthly changes of the fans who follow your page. Keep in mind the number of fans you have on the first of every month to see what your growth looks like. If you are trying to grow your page organically, 5 to 10% is a decent figure to aim for. If you are looking for a larger and faster growth pattern, try add Facebook Advertisements or custom Facebook welcome pages. Whatever you go with, make sure to watch for changes in fan growth and  try to determine what triggered them.

Inline Insights: This tool analyzes basic performance for each post you put on your Facebook Business Page. This information will show up near the bottom of each post, and will let you see what kind of content gets fans talking and sharing the most. Determine which posts are best received by your audience so you can give them exactly what they want! This is an ideal tool to see immediate results for new content strategies.

Page Views: This tool helps determine the number of fans coming to check out your fan page. Subtracting the number of unique page views from the daily views can give you some good insight as to how many fan are continually coming back to look at your page.

Demographics: Use these tools to see information about your business’ fans such as age, sex, and location. This is some good stuff to know when trying to provide valuable content.

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