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20 JULY 2021

The value of the data within the eshop

Recent changes due to IOS devices and the gradual restrictions created by 3rd party cookies are creating major changes in e-commerce.

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Recent changes due to IOS devices and the gradual restrictions created by 3rd party cookies are creating major changes in e-commerce. As the data on consumer behavior outside the eshop is now significantly limited, it is imperative to optimally record as much information as possible within the online store, so as to efficiently fill the gap created.

To date, the effort required to capture data from the eshop itself has been small as tools such as Facebook pixel and Google Tag have taken on this role very efficiently. However, with the changes that are taking place, there will be a clear reduction in the ability of these media to record and correlate data with consumer behavior. The eshop should therefore optimally claim the maximum possible information from the consumer in order to both present relevant products and services and to retain as much information as possible of the consumer.

Consumer behavior

Therefore, it is important for an online store to recognize quickly the consumer's preferences and provide him with the products and services he/she is more likely to buy. For this purpose, the implementation of special algorithms with a high degree of complexity is required, which will undertake the recording and correlation of this information. This way the consumer will really see relevant products and products will appear to him that he desires and is more likely to buy.

It is also important that online stores are now fully optimized in terms of their UI, as the consumer will spend more time on them and should enjoy a great navigation experience without problems and delays.

User data recording

It becomes even more important to record user data, such as email and mobile phone. Of course we could say that this is easy as these details are given when someone makes an order. However, due to the GDPR and the regulations that prevail around the data, this is not easy. It is quite common for data that is usable to be just a small fraction of the total data that an online store has. So there must be the right tools and mechanisms to enable an online store to collect data in smart and easy to use ways. With the right content, the right incentives and the right UI, the percentage of usable data increases significantly.

In summary, we would say that a comprehensive action plan is now required from the online store, which will create real added value to the data within the online store. At FDN GROUP we create comprehensive strategic plans in this direction. Contact us for more information.