The key to success in eCommerce is to convert users into real customers. To reach that goal, it's essential to know their behavior during the 'Customer Journey' and, thus, be able to influence their interaction and purchase decision.
Personal factors: such as age, personality, gender, interests, etc. In the end, the user’s characteristics. Understanding them will allow you to influence purchasing decisions.
Psychological factors: motivations, perceptions and attitudes are factors that you must understand to know how they interact with your brand and how they behave throughout the buying process.
Social factors: reference groups, family, friends, professional groups, or social organizations. Aspects that influence the user’s behavior when choosing a product and a brand.
Cultural factors: values, beliefs, preferences, lifestyle, behaviors… Culture can play an important role in the decision-making of a user, especially in regards to their needs and expectations.
Navigation path: a path that users follow in your eCommerce. It allows you to know their interaction and behavior with your eCommerce.
Improve the shopping experience
Knowing what the user's needs are and what they expect from your online store will allow you to satisfy their needs and to exceed their expectations and, therefore, offer unique browsing and shopping experiences.
Establish a stronger and longer-lasting bond with the user.
Improving the shopping experience and the degree of user satisfaction will increase their loyalty and trust to be the first choice for future purchase occasions.
Opportunity to attract new customers
Satisfied customers and/or users are those people who will indirectly become ambassadors of your brand since their opinions will be positive and they will let their closest circle know about it. This will undoubtedly attract more potential customers to your eCommerce which can end up becoming real customers.
Helps to improve brand image and positioning
Knowing the user's behavior in your eCommerce and providing them with the best browsing experience will improve their perception of your brand and the reputation will be positively affected as well as its positioning among competing brands.
Knowing the interest of your visitors
Once you have identified your users' behavior, you will be able to identify those sections of your online store that attract the most attention from your users and those that generate the most engagement.
Segment your eCommerce audience
Being able to analyze the behavior of your users will allow you to segment your audience according to acquisition channel, geographic data, page views, devices, sessions, and many more.
Improve your users' experience
A good analysis will help you to personalize and adapt content according to user requirements and preferences to offer a better browsing experience.
Increase the conversions of your eCommerce
You'll know how users interact with your eCommerce to optimize conversion rates.