How to use a data-driven approach to optimize your eCommerce store for incredible results.
How to use a data-driven approach to optimize your
eCommerce store for incredible results.
Chris Lema, VP of Products, Liquid Web
track & talk
What it looks like
on your store…
What it looks like
in real life…
Total Revenue: $160,570
Lifetime Value: $76
Avg. Order Value: $68
What if you stepped
away from averages?
32 Customers had Average Order Values of $195 (instead of $68).
210 Customers had LTVs of $185 (instead of $76).
If you want revenue
growth, you need to
get hyper-focused on
when I click
It’s the journey that matters.
Every step and click that a customer makes tells you something
about their intention and, more importantly, about themselves.
Would you treat someone who comes to an
article, then to your product, cart &
checkout differently than someone who
comes directly to your site, searches, finds
and adds product to cart but never checks
Sure you would. Organic buyers are more
valuable than researchers.
The point of segmentation is to
figure out not only your various
segments but your most
profitable ones – so you can
target them with better designs
& better messaging.
Look for the 5% that will drive
your revenue growth!
3X THE NORMAL AOV
17% OF TOTAL REVENUE
5% OF CUSTOMERS
First Purchasers – customers who have made a single purchase
Big Spenders – customers whose AOV is in the top 10%
VIP Shoppers – customers in the top 10% based on their spend
Most Active Customers – customers who have made 3 or more orders
(<2% of customers, who bring in 24% of revenue)
Coupon Lovers – customers who used a coupon for purchases
Cart Abandoners – people who didn’t finish their transactions
It provides all
out of the
With or without Glew, the trick is
tagging your customers in an
Email/CRM system like
ActiveCampaign or AgileCRM.
You can use their integrations, or
a solution like WP Fusion.
With WP Fusion, you can
tag customers based on
ordering specific products.
And with tools like Beaver
Builder, you can display
items based on their tags.
HERE ARE SIX
THINGS YOU CAN
DO WITH THESE
Change the homepage based
on customer tags or onsite
After browsing the men’s t-shirt
collection (3 clicks), the
homepage was completely
transformed to show me ads
and options for men instead
of the default women’s
is easy with RightMessage
and allows you to change
just about anything,
based on the segment.
Just a Little Information Helps
Notice how we can adjust the hero
image without being explicit.
Bring your best products to
If a Big Spender or VIP shows up
to your store, you could change
the sort order easily.
Introduce “Lite” Pressure
People who browse a lot,
Researchers, need a little
incentive to make a
“60 others are viewing
this property right now.”
“74% booked. Rooms are
selling out fast.”
Deliver Coupons “Just in Time”
Customers who are
Coupon Lovers can be
triggered with coupons
based on what they put
in their cart, or captured
as they’re leaving the store.
Check out Ahoy!
Reconnect with Cart Abandoners
Everyone tagged as a
Cart Abandoner represents
Use tools like Jilt to create
multi-part campaigns to
bring them back.
Liquid Web’s Managed
WooCommerce plans come
Share the Love w/ Repeat Buyers
This is a ConvertKit Automation.
It basically monitors purchases
and then updates a custom
field. When “Total Purchases” is
0 and an order comes in, it changes
it to 1. It keeps doing this until
it updates to 3. Then it adds a
Repeat Buyer tag.
That’s when another automation
can go out with a special coupon,
based on a new tag (Repeat Buyer)
YOUR MOM WAS WRONG:
YOU SHOULDN’T TREAT
EVERYONE THE SAME.