Introduction: For ecommerce sites, the most powerful & telling metric is conversion rate. All segmentation roads lead to the final question of, “Did the user buy something, and have they purchased before?”
Analysis Overview: Distilling out new versus returning buyers is as easy as a bit of pre-planning & analytics strategy. Most analytics tools on the market today offer some sort of pre-built in segmentation capabilities, which is part of what will be used to break apart users who are converting for the first time, versus users have converted one or more times prior. The trick to starting on this piece of analysis is to ensure the eCommerce conversions on your site are tracked with little variance from your backend order fulfillment systems.
Analysis Benefits:
- Understanding the behavior that leads users to convert for the first time & what makes them return for further purchases
- Learning what channels bring in new buyers & whether or not those same channels work for users who are on their second or later purchase.
- What demographic groups is your company doing a great job of covering, and what demographics are being missed with marketing coverage?
DAA members, view full recipe here.
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Danielle Walter
Account Manager
Analytics Pros (Corporate Account)
Seattle WA
5035807854
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