A great starting point to begin interpreting and using the data for jewelry sales online is to begin understanding what is going on online. As a jewelry store owner, manager, or executive you get inundated with mountains of data. Besides just the time it takes to get through it, you have to contend with understanding how significant it is and how to use it.
A key to doing this is to begin mapping out what people are actually doing online when on your site. This does not have to be difficult. You just have to start getting into the results data and see what is popular. Looking to see which lines are popular sounds a lot more inviting than terms like metrics, analytics, traffic, etc.
Online Buyer Behavior
Before we just begin diving into the mountains of data we should simplify our approach. Our goal is to begin pulling out what our customers and potential customers are looking at. This does not have to be deeply technical. Just set a goal to find out what is popular with your customers online. For some this may seem outrageously simple and even stupid, but it would shock you how many companies and jewelers do not do this or see data in the perspective of actually helping them.
So we will dumb it down with a simple goal:
What jewelry or topics are popular on our site online
Unfortunately that is not what happens. Many times we run into something like this and get turned off (or panic)
But this is just information,which interpreted correctly could be valuable. This begs the question?
What Do We Do With All This Data?
Better yet, where do we start. This represents mountains of information. More than we can tackle in one sitting, or five, or even twenty.
But we can pick a starting point to dig in. This is an ongoing process however. Data is a constant thing, so you want to make sure you are getting the most up to date information to make good decisions considering your product mix.
Our Starting Point…What Are They Looking At?
Back to the data. A good starting point is to simply look at what your customers and prospects are looking at online. The concentrations of where people are going will quickly begin to allow your plot what people are doing. As you look at the breakdown of data, patterns will emerge as well as more questions to explain what you are seeing.
The Content Rundown?
Obviously when you see the above spreadsheet you might just see a bunch of useless data. But as a person who uses this, and has used this for jewelry marketing, I can sum up what is really going on here.
People are browsing your store online
It may not appear that way, but clear paths of behavior are being carved out. Maybe a better way to look at it is using this information:
- can help lead to sales
- can help you understand if your store customers are the same as your online shoppers
- can help you merchandise more effectively
- can help you see what is actually popular