By every indicator available, ecommerce is continuing to grow at an insane speed. Although it may seem impossible to imagine with ecommerce already totaling up to 5% of overall commerce, there’s astronomical growth still to come.
Still, I’m heartbroken that some the simplest elements of ecommerce stink so much.
It is 2018—why are there still light gray below-the-fold add to cart buttons?
There are numerous subtle issues as well. One strategic issue is illustrated by Timbuk2.
Timbuk2 pays a huge margin to its resellers to sell their messenger bags. These resellers, in turn, give a bigger cut to Amazon, who then sells the Timbuk2 bag for 30% off. Yet, when I want to pay full price on www.timbuk2.com, I have to buy a minimum of $99 to get free shipping!
I understand channel conflict, Timbuk2, but this is just plain not being hungry. You could win bigger by cultivating higher more profitable direct relationships, especially when the old world order of commerce is collapsing all around you.
And I’m ignoring the extremely light gray font reviews…on a shade grayer background!
(I really want to buy the Closer Laptop bag. The small one in Jet Black looks cool. I refused to buy it because I don’t want to reward a lack of ecommerce imagination. I am one person, I know it is not going to really hurt them, but I don’t know how else to protest a brand I love.)
Pause. Deep breath.
I do get excited about this stuff. My heart bleeds digital.
There is an ocean of opportunities when it comes to elevating ecommerce. In this post, I want to focus my passion and zero in on something that is difficult to
Like me, I’m sure you are working on complex challenges when it comes to data.
Multi-petabyte data warehouses. Multi-touch, cross-channel attribution analysis. Media mix modeling. Predictive analytics. Human-centric analysis. Oh, and let’s not forget the application of machine learning to every facet of your work.
It is genuinely fun to work on these opportunities. They’re difficult, and every step forward offers a renewed sense of excitement and inspiration.
Despite the joy in these high-level, forward-thinking initiatives, I’ve disciplined myself not to let the unsexy fundamentals go overlooked. I’m particularly vigilant about avoiding friction in the core systems that facilitate the flow of money into the company and beloved products out of it.
So today, that valuable reminder for you kicked off via a case study inspired by Condé Nast. To inspire, and jump-start, a change in your focus, we’ll also look at Heal, Facebook and prAna.
Before we proceed with the stories… The unsexy fundamentals in this post focus on user experience. If you are a reader of my newsletter, The Marketing Analytics Intersect, you’ve seen me apply it to metrics (last TMAI was on Bounce Rate), reports, frameworks and more. The concept touches all facets of our professional universe.
Condé Nast | A Story of Unrequited Love.
Condé Nast is in a world of hurt, along with everyone else in the print business. In 2017, they’ve twice replaced the company’s Chief Revenue Officer. They are pursuing a variety of digital experiments, and it remains unclear whether any of them will stick (unlike the New York Times, where new initiative such as “The Daily” podcast and T Brand Studio have proven overwhelmingly successful).
You might assume that Condé Nast, through these changes
Analysts, honestly, make the world go round when it comes to any successful business – yes, data is that important. As you might expect from any role, they also make a handful of important mistakes. I’ve written about the biggest mistake web analysts make.
Today’s post is an adjacent mistake: The cardinal sin of spending too much time with data and in reports!The Marketing-Analytics Intersect. Thanks. [/sidebar]
BUT I Want Data-First!
For some in our audience here, it is hard to leave analytics and data behind no matter how desperately I want you to. I understand the pain of trying to let go of years of accumulated comfort from never having to experience your business, and only living through data. I’ve done it.
You can use data as a starting point, if you really want to.
It is possible that the HTC team could have found their heartbreaking Pre-Order page via the fabulous Shopping Behavior Analysis report that is part of the magnificent Enhanced Ecommerce Reporting in Google Analytics.
The above data does not belong to HTC (15% also might be a bit too high!). But, the first column is what we would be looking for. That could trigger a visit to the website to try the user experience.
I do want to caution that not everything broken will be so easy to find, hence I want you to complement your data skills and analysis efforts with just going to the site/app and trying to emulate a normal person (you!).
Another source of starting points, if you insist on using the data, is to leverage the Behavior Flow report that automatically helps you unpack the complexity of the user experience on your website or