Even if you fix a lot of issues in your site and try to improve conversion, all those efforts will come to naught, if you don’t have the right data.
While standard tools like Google Analytics and payment gateways like PayPal and Stripe provide you with clean and neatly organized data, other systems may not be as good. For example, if you are using Shopify, WooCommerce or Magento while most of the data may conform to a standard if you use custom statuses, or use the system in ways it was not intended to, then it becomes difficult to get insights out of it.
The first step is to make sure that your site is instrumented well. Tools like Google Analytics Enhanced Ecommerce, provide a lot of valuable data on what your customers are doing. You can use advanced tools like Mixpanel to get even more granular data on individual users. This can be mined for a lot more insights on customer behavior.
Similarly, your Shopping Cart software provides you a great deal of information about users, returning users, purchase patterns, etc. and finally your payment systems provide rich data on the types of cards used, the preferred payment options, etc.
It is important that you use standardized naming conventions across your site whether in naming your campaigns or in tagging your order status. This will not only ensure high-quality data, but it will also save you a lot of time later when you are looking at the reports. It will also save a lot of time cleaning the data later.
This is especially true when you are using campaigns to make sure that they have proper UTM parameters, that way you can figure out what works best.
Clove.AI simplifies and readily enables you to get the right customers. Just connect your e-commerce store, payment data, analytics platform, ad platform data and start seeing results.