F E A T U R E
F E A T U R E
descriptions and call-to-action buttons. Tools like Google Analytics Heatmaps allow businesses to track how visitors interact with their site and armed with bounce rate, average session duration and conversion rate metrics, marketers can gain immense insight into what works best and what needs improving.
For example, an e-commerce site might test different versions of a product page to see which one leads to more sales. They might experiment with alternative product images, descriptions and even pricing layouts. By analysing the data from these tests, they can identify the most effective combination and roll it out across their site.
Innovative approaches such AIdriven video content to stand out data collected from these tests helps determine which creative elements( e. g. images, headlines, calls to action) are most effective with a specific audience. Once the best variation is identified, it can be recreated to reach a broader audience, which in turn should allow them maximum return on their investment.
Data also plays a massive role in audience targeting. Digital platforms such as Facebook, Google and TikTok offer sophisticated audience targeting options based on demographics, interests, behaviours and interaction history. By analysing customer behaviour and preference data, marketers can create
Amy Knight, Director and Co-founder, Must Have Ideas
highly targeted campaigns that reach the most relevant audience.
For instance, an online fashion retailer might use data to identify that their most engaged audience consists of women aged 18 – 24 who have shown interest in sustainable fashion. Having access to this degree of insight would allow business owners and marketers to style their ads to this demographic.
Like advertising, data is invaluable for optimising e-commerce websites with the goal being to create the most seamless and engaging user experience possible to increase customer satisfaction and drive conversions.
Website optimisation involves the ongoing testing of different web page elements such as headlines, images, product
It’ s also essential for today’ s e-commerce companies to continuously innovate and try new things to keep customers interested and coming back. At Must Have Ideas, our ambition was to start a TV shopping channel, but with the traditionally high costs of 24 / 7 live broadcasting, it was proving difficult to fund. It’ s why we decided to launch an AI-powered shopping channel, which builds upon our digital and social media strengths and appears as live to customers.
Identifying how our shopping channel could drive a new era of growth and income has been key to recent growth, both in financial turnover and staff recruitment. It proves that once you know what works for your brand, that isn’ t the end of the journey. E-commerce businesses need to continuously innovate in order to bring in new revenue streams. It isn’ t just enough to find out what works and continue to rely on that but to use what works and continue to develop, innovate and progress from that knowledge.
Focus on your niches and what makes your brand unique – maybe it’ s through your products, your inspiring story or the excellent customer experience you provide, these are the things you can leverage in social media marketing and will keep your customers coming back. �
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