Using Customer Data to Get More Sales in eCommerce

eCommerce brands that use the right digital tools to handle customer data experience more sales

According to ClickZ, “23.2% of eCommerce only respondents and 12.1% of eCommerce plus brick and mortar retailers [pay] close attention to their customers’ paths to purchase.”

Not only does this reality lead eCommerce brands to shrug their shoulders at abandoned carts, but failing to “pay close attention to customers’ paths to purchase” causes brands to lose more substantial sales at checkout.

Data is King

Your website needs conversions to be successful. And since the industry standard is less than 3% for online store visitors choosing to buy, it makes sense that your brand should want to utilize every tool at its disposal to increase customer conversion.

How Does Customer Data Help Drive Sales?

If you know that your spouse is allergic to seafood, you wouldn’t recommend Red Lobster for date night. Also, if you know that the majority of your customers are from Mexico, you wouldn’t flood them with products that are only popular in America.

Failing to gather and assimilate customer data means losing money. Even if your revenues appear healthy, they are far below what they could be without that customer data.

Practical Ecommerce noted that purchase and browsing history are two critical points of data that tell you who your customer is and how they buy.

What Customer Data is Most Important?

The two main categories of vital customer data are demographics and buyer behavior.

What Does Customer Data Tell You?

After gathering customer data and building customer profiles, you will better understand:

  • What your customers need (i.e., types of products)
  • What your customers prefer (color, quantity, style, etc.) individually and collectively
  • Which product features are most important to your customers
  • When your customers need those products
  • When they like to shop
  • What your customers’ budgets look like (for example, are they primarily driven by promo and discount codes?)
  • How long they need to shop before they buy
  • Which products your customers may be unaware of but are relevant to their purchase history
  • How different parts of your UX design may or may not be helping customers do business with your brand

How Should eCommerce Brands Leverage This Data?

Armed with customer profiles, eCommerce brands are able to invest their digital marketing dollars with more potency. Email marketing, PPC, and SEO efforts are far more effective with the right customer data.

Failing to gather and assimilate customer data means losing money

Knowledge is Power

Oberlo found that almost 70% of online shoppers abandon their carts the first time.

Use digital tools to streamline that knowledge toward more sales.

Trying to gather and sort all customer data in a standard CRM or spreadsheet is not sustainable when it comes to using that information to convert your online visitors. Your eCommerce brand must have the tools that it needs to make the customer experience seamless.

10 years ago, Amazon found that every 100ms of latency cost them 1% in sales. Google found an extra .5 seconds in search page generation time dropped traffic by 20%. A broker could lose $4 million in revenues per millisecond if their electronic trading platform is 5 milliseconds behind the competition.

In eCommerce conversions, time is a critical factor. If live chat agents cannot access customer data efficiently, customers go elsewhere. The same is true for product recommendations.



CEO & Founder of

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