An online retail business is facing reduced customer engagement and conversion rates despite launching several new online marketing campaigns. To identify the areas for improvement in their marketing strategies, the following parameters need to be checked:
- Reduced Customer Engagement: The number of customer interactions and engagement with the site and marketing content has declined.
- Decreased Conversion Rates: Fewer site visitors are converting into paying customers.
- High Marketing Expenses: Significant investments in marketing campaigns are not yielding expected returns.
- Customer Feedback Analysis: Understanding customer opinions about products and services is crucial for improving engagement and conversions.
- Conversion Rate: Percentage of website visitors who make a purchase.
- Customer Engagement Rate: Level of interaction with marketing content (clicks, likes, comments).
- Average Order Value (AOV): Average amount spent by a customer per transaction.
- Customer Feedback Score: Average rating from customer reviews.
- Customer Feedback Analysis: Understanding customer opinions about products and services is crucial for improving engagement and conversions.
- Increase Conversion Rates:
- Goal: Identify factors impacting the conversion rate and provide recommendations to improve it.
- Insight: Highlight key stages where visitors drop off and suggest improvements to optimize the conversion funnel.
- Enhance Customer Engagement:
- Goal: Determine which types of content drive the highest engagement.
- Insight: Analyze interaction levels with different types of marketing content to inform better content strategies.
- Improve Customer Feedback Scores:
- Goal: Understand common themes in customer reviews and provide actionable insights.
- Insight: Identify recurring positive and negative feedback to guide product and service improvements.
- Decreased Conversion Rates: The conversion rate demonstrated a strong rebound in December, reaching 10.2%, despite a notable dip to 5.0% in October.
- While clicks and likes are low compared to views, the click-through rate stands at 15.37%, meaning that engaged users are still interacting effectively.
- Customer ratings have remained consistent, averaging around 3.7 throughout the year.
- Although stable, the average rating is below the target of 4.0, suggesting a need for focused improvements in customer satisfaction, for products below 3,5.
- Throughout the year, conversion rates varied, with higher numbers of products converting successfully in months like February and July. This suggests that while some products had strong seasonal peaks, there is potential to improve conversions in lower-performing months through targeted interventions.
- Lowest Conversion Month: May experienced the lowest overall conversion rate at 4.3%, with no products standing out significantly in terms of conversion. This indicates a potential need to revisit marketing strategies or promotions during this period to boost performance.
- Highest Conversion Rates: January recorded the highest overall conversion rate at 18.5%, driven significantly by the Ski Boots with a remarkable 150% conversion. This indicates a strong start to the year.
- Views peaked in February and July but declined from August and on, indicating reduced audience engagement in the later half of the year.
- Clicks and likes remained consistently low compared to views, suggesting the need for more engaging content or stronger calls to action.
- Blog content drove the most views, especially in April and July, while social media and video content maintained steady but slightly lower engagement
- The majority of customer reviews are in the higher ratings, with 140 reviews at 4 stars and 135 reviews at 5 stars, indicating overall positive feedback. Lower ratings (1-2 stars) account for a smaller proportion, with 26 reviews at 1 star and 57 reviews at 2 stars.
- Positive sentiment dominates with 275 reviews, reflecting a generally satisfied customer base. Negative sentiment is present in 82 reviews, with a smaller number of mixed and neutral sentiments, suggesting some areas for improvement but overall strong customer approval.
1. Overview:
2. Conversion Details:
3. Social Media Details:
4. Customer Review Details:
