Web Store Metrics Matter. Don’t Leave Money on the Table

Web Store Metrics Matter. Don’t Leave Money on the Table.

OFA 2012 developed this commercially successful bag after analyzing 2008 data.

How do you measure the success of selling merchandise in your web store?

No really, that wasn’t rhetorical, how do you?  

It’s unfortunate that we see upstarting e-commerce merchandise programs fail to collect and analyze data.  The problem, as Huffington Post points out, is that in the absence of data analysis you are essentially “flying blind” when it comes to important decision making about your store.

Organizations tend to categorize merchandise as something ‘other’. It doesn’t fit neatly into categories like visibility, fundraising, communication – though it is arguably a part of each of those.  

As a result merchandise programs are often treated as an afterthought, or not given proper resources due to “bandwidth” limitations.

The reality is that basic e-commerce web analytics can be setup quickly and affordably for any web store to reveal important data.  Access to this data will help run your store as an efficient business, generating greater ROI and revenue.  

Equally important is the demographic information collected. Looking at behavior through the prism of, what customers perceive to be, an online shopping experience reveals new insights and opportunities to reach supporters.

For example someone who may balk at the thought of a $20 donation, may have no problem buying multiple t-shirts for $30 a piece. And it turns out that order he shipped to Ohio was for his sister, who is interested in volunteering there  (OMG! segments!)

To maximize its potential, your e-commerce program deserves to be afforded the same diligence as any other program within your organization.  A failure to do so can leave serious revenue on the table, and hamper engagement with supporters.