The reason why analytics are so great for marketing endeavors.

Hello everyone!

This past week at work I was looking at our eBay auctions, trying to break down what all I have left to discover for the store format and… I came across Omniture analytics.

They. Are. Wonderful.

Not only are they REALLY wonderful, but now, I can figure out how I would like to steer the direction of eBay and marketing our products.

It was interesting pulling results from 90 days, 30 days and the previous day – not to mention – what we’ve done since the beginning of our year.

I’m really glad I found this analytics program because analytics are important. Not only do you see what the most popular pages are, but you also get to see the most popular searches, the referring domain and how many people looked at your items or eBay per day/week/month/year.

So, this got me to thinking… how can I use this information to help me market our products?

I had all week to study the paper, so looking closely enough at the top 50 searches and top 50 pages. This was interesting. If the item was sold, I’d mark ‘sold’ – if the item didn’t have a name but a number, I would mark it with a name. I did this for both the since the beginning of the year to the last 30 days.

What I found was that a good portion (probably 1/3) items being searched in the top 50 and top 50 pages were items that we sold. Some items we only had a few of, others were on-going popular items that we’ve sold tons of.

The other items that were searched for in the top 50 either came back disappointing results (like, a broken printer or damaged jewelry box we’re selling) or some expensive addition to the jetski….something that someone would need some time to think about considering the price.

Perhaps we can lower the prices on the printers, jewelry box and other items like that but we aren’t allowed to lower the jetski parts, as we are in with another company on that.

It’s so interesting looking at the analytics. Other than try to fix why everything in the top 50 wasn’t selling, I have tossed around so many other ideas that I could think of to figure out how to fix this and make more sales. It’s just going to take some time to incorporate this into the business marketing plan.

I also looked at days and time of days for our most-visited. Honestly, that couldn’t really be measured because it was all over the place for the last 30 days.

I also figured out that a lot of our unique items show up in Google search higher than a lot of people. This is good. All of this is good news for us. I just need to figure out how I can use this information for good measure.

With this knowledge, it’s time that I figure out where to go from here on analytics and properly marketing our eBay.

What do you guys think?

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