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Sheri Hebbeln
 
December 17, 2014 | eCommerce , Site Design and Management | Sheri Hebbeln

Use ecommerce analytics to improve wine sales

The process of selling wine anywhere, anytime can be an interesting challenge. You have to wear many hats, serving as sommelier, oenologist and salesperson, all in one go. This is especially true when you sell wine online direct to customer.  Using analytical tools to point out bottlenecks in your online store will go a long way to increase your online sales.

Working with the basics:  Google Analytics
The Google Analytics report that evaluates traffic sources is a valuable place to start according to marketing analyst Avinash Kaushik on his marketing blog. This report gives you an idea of where your visitors are coming from, and where you should begin to address issues on your winery site. If an overwhelming majority of people are coming in from search and not from campaigns through social media and email, or through referrals and direct traffic, then you may want to look into what you can do to make the numbers more balanced. Too much search traffic can also mean a high bounce rate.

You should also review your landing pages report to see how people are accessing and viewing the site. This defines how your pages are being viewed and how long they are being viewed. The key statistic again is the bounce rate. Are there improvements that can be made to your site to decrease the number of bounces?  There might be errors in the content, or people are sent to the wrong pages or are there links that are not working properly?  Improvements in navigation will help to decrease the bounce rate. 

Making enhancements
Google Analyics Enhanced Ecommerce allows you to view information in a more specific way. Ecommerce blog Practical Ecommerce suggests you use Customizable Funnels for each step of the ecommerce process. The first funnel for people entering the site, followed by a report of who actually viewed products. Next would be the numbers for those who actually added wine to their cart and the statistics on those who made it to check-out before abandoning their cart. Data about each step in the purchase process plus who actually completed a purchase, you can gain understanding consumer behavior.

In addition to custom funnels, you can create analytics around each bottle of wine you sell to a granular degree. You can find out not only how many people viewed the landing page, but also how many initially added a specific bottle to their shopping carts. This can help you determine what is actually popular among your customers while they "window shop". 

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