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Sheri Hebbeln
 
July 16, 2014 | eCommerce , Site Design and Management | Sheri Hebbeln

Analytics Can Take the Dregs Out of Product Pages

You may be pushing to get your customers to buy wine online and trying to get more customers from places far beyond your usual reach. Your online wine store is decently designed, and you're attracting a significant amount of the clientele you'd expect. However, one of your vintages of pinot noir isn't selling at a level that is consistent with the rest of your varieties or even of other vintages of the same blend. There isn't anything to suggest that there is something wrong with the wine itself and in normal channels it seems to be selling just fine. Perhaps the problem isn't the product but the page it's on, resulting in the loss in traffic and sales. This is why it is essential in ecommerce to have a good grip on analytics, and why you should make adjustments to suit your wine business.

Site analytics are basically a format in which a platform captures all the raw data from Web traffic and organizes it into readable bits of information. They are a means to monitor page views in multiple ways, from people just visiting a single page to those who go onto other pages on the site. In ecommerce, there are multiple tools available which are specific to online stores that include tracking transactions, shopping cart inventories and order processing. With these scripts and apps, you can get as precise and/or broad a view of your visitors and sales in order to determine what is or isn't working with your store.

Fixing problems with a click
Going back to your poorly selling pinot noir vintage, you may be wondering what is going wrong with the product page. With platforms like Google Analytics, wine merchants can easily assess that information through views and filters. According to Practical Ecommerce, a good way to appraise the situation is making filters specific to the page, such as combining all the links that lead to the product page, creating similar filters with other product pages and analyzing each page's traffic and transaction history. Looking at the traffic will be particularly important because it may determine that the likely problem is that nobody is actually visiting the page from either within the site or through searches and social media. When you see that problem, you can further examine the situation and uncover, for example, a misspelled link or low keyword density on the wine's page. Through analytics, you are able to fix the links and descriptions to get it to the level of visits and subsequent sales that match the rest of your product line.

A better way to ferment sales
Of course, that's not the lone benefit of analytics when you sell wine online. With all the data coming in regarding Web traffic and sales, you can easily get a better grasp of your clientele and the overall wine market. Another article from Practical Ecommerce suggests multiple perks to using big data to your small winery's advantage. For example, you can gauge which vintage is working better or worse. If a 2010 vintage of Sauvignon blanc isn't selling at the price you set it at, for example, while a 2009 vintage costing about the same is, perhaps you can lower the price of the former to still make a decent return. You can also determine which of your product pages are the most successful to get people to make a purchase. Finally, you can persuade consumers to buy more stuff off the site by suggesting related items, whether it's another variety or some wine accessory that you think will complement their order. All of this can be done in real time and gives you room to experiment with new products and ideas.

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