Too many ecommerce brands rely on gut instinct when making big business decisions. It’s easy to see why, when you’ve built a brand from the ground up, you feel like you know your customers inside out. But here’s the problem: no Ecommerce Manager has a magic crystal ball, which means 'intuition' is often just, 'guesswork'.
The brands that consistently grow, scale, and drive real revenue aren’t guessing. They’re using data-driven ecommerce strategies to understand what’s working, what’s not, and where to focus their efforts.
Yet, we still see brands making critical decisions - product launches, marketing spend, ad campaigns - without properly looking at the numbers. And the result? Wasted budget, missed opportunities, and stagnant growth.
Leaning into ecommerce analytics for growth isn’t optional—it’s the difference between scaling successfully and spinning your wheels.
Why Guesswork is Killing Your Growth
Think about it. Every decision you make - every product you push, every campaign you run - affects your bottom line. So why would you rely on guesswork when the data is right there?
Here are some of the most common mistakes we have seen brands making when they ignore data:
Misallocating ad spend: Pouring money into the wrong channels, thinking they’re driving conversions when they’re really just inflating traffic numbers.
Pushing the wrong products: Assuming a product is a bestseller when, in reality, the data shows something else entirely.
Targeting the wrong customers: Running ads for broad audiences instead of focusing on high-value customer segments that actually convert.
Ignoring key ecommerce metrics: Failing to track things like cart abandonment rates, average order value, or customer lifetime value.
Case in Point: How Data Transformed Boodles’ Email Strategy
Take our client, Boodles, a premium jewellery brand. They had a strong reputation, a loyal customer base, and a well-established online presence. But their email marketing wasn't measuring up. Here’s where using data for personalisation made all the difference.
We conducted a deep-dive audit of their Klaviyo email strategy, pinpointing where they were losing customers in the funnel. The key findings:
Essential automated flows were missing: No wish list reminders, no cart abandonment emails, no personalised engagement ring marketing.
Customer journeys weren’t optimised: Emails weren’t triggering based on real-time customer behaviour, meaning missed opportunities to engage high-intent buyers.
No connection between online activity and sales teams: High-value customers were browsing, adding products to wish lists, and engaging with emails - but there was no follow-up.
By implementing a data-driven ecommerce strategy, we built tailored email flows based on actual customer behaviour.
Wish list and browse abandonment flows increased re-engagement rates.
‘Drop a Hint’ and engagement ring campaigns boosted high-intent customer actions.
Webhooks were added to notify the sales team of key customer interactions, enabling personalised follow-ups at the perfect moment.
The result? Open rates hit 80% on key email campaigns, engagement ring sales saw a significant uplift, and Boodles’ email marketing turned into a true revenue driver.
The Metrics That Actually Matter
Not all data is created equal. Many brands track surface-level numbers (like total website traffic) without digging into the insights that actually move the needle.
If you want to leverage ecommerce analytics for growth, these are the key metrics you need to monitor:
1. Customer Acquisition Cost (CAC)
How much are you spending to acquire each customer? If you’re paying more to acquire a customer than they’re worth, you’re burning money.
2. Customer Lifetime Value (CLV)
How much is a customer worth over time? If you’re focusing only on first-time purchases, you’re missing the bigger picture.
3. Conversion Rates by Product
Which products are actually converting? If your top-selling items aren’t the ones you’re actively promoting, you’re leaving money on the table.
4. Marketing Channel Performance
Where are your best customers coming from? Understanding which marketing channels drive profitable traffic (not just volume) is key to smart budget allocation.
5. Cart Abandonment Rate
A high cart abandonment rate means something is stopping your customers from checking out. This data can reveal issues with pricing, shipping, or trust signals.
6. Average Order Value (AOV)
Are customers buying multiple products? If not, you might need to adjust your upselling and bundling strategy.
How to Start Making Data-Driven Decisions Today
If you’re not already making decisions based on real ecommerce insights, here’s where to start:
1. Audit Your Data
Take a hard look at what data you’re tracking—and what you’re not. Are you clear on your customer acquisition costs, conversion rates, and lifetime value? If not, it’s time to start.
2. Invest in the Right Tools
Set up Google Analytics if you haven’t already. Use tools like Hotjar to track user behaviour and Klaviyo for personalised email marketing insights.
3. Make Data-Review a Weekly Habit
Don’t wait until sales dip to check your metrics. Make it a weekly routine to review your data and adjust your strategy accordingly.
Data-driven ecommerce strategies aren’t a luxury - they’re a necessity. In ecommerce, it’s not about having the flashiest brand or the best gut instinct. It’s about making smart, informed choices.
The businesses that leverage ecommerce analytics for growth and use data for personalisation are the ones that scale, grow, and thrive. If you need support around ecommerce data and how best to utilise this, get in touch for a no obligation chat with our friendly team.
