“What If eCommerce Had a Scoreboard” with Ana Oprita from Business League

In this talk, the speaker introduces a newly developed live scoreboard specifically designed for e-commerce, allowing online store owners to track their sales performance and that of their affiliates in real time. They discuss how traditional sports scoreboards inspire this concept, making it easier to identify the best-performing partners and optimize business strategies. The speaker shares valuable insights derived from data analyses related to customer behavior, including peak shopping times, conversion rates, and average order values across different devices, particularly in the fashion category. They emphasize the importance of leveraging these data points to inform better business decisions and enhance customer support. Ultimately, the session encourages e-commerce businesses to harness the power of data to outperform their competition.

Hello everyone. Uh I won't keep you long. Don't worry. And I promise I will show you only I will show you only uh u cool stuff. So please stay with me. It won't be longer than 15 minutes. Um before I dive in u uh please help me to uh congratulate and uh say a big thank you to Nicola and uh his amazing team for organizing this uh

uh fantastic event. Uh it's my first time here. It's my first time uh uh on stage. So um I want to share with you that I feel very excited to be here with uh with everyone. So congratulations again uh Nicole. I don't know if you can hear me and uh congrats also to his uh to his team. Um before I uh start or let me actually start

uh with a question. Who here has um has run an online store or works for an online store? Cool. Cool. Now keep your hand up. If at any point you had to do everything by yourself, like packaging orders, answering customers, marketing. Yeah. Well, me too. Uh 10 years ago, I uh I started uh an online uh shop uh for women uh fitness clothes. I was the only

one uh uh in Romania selling some high-end brands. Uh it was so rewarding uh and so beautiful but at the same time it was hard. It was very hard because I had to do everything and like uh most of you probably know e-commerce is a lot of work right? Little did I know that uh 10 years this was me. Yeah. Uh 10 years later, little did I

know that 10 years later, I will help uh build something that makes our life, our uh life much easier. Um now, please think about uh sports or gaming. Why do people why do you believe people get so hooked? I think it's the scoreboard. It shows you who is winning, who is getting better, who is really on fire. And not only that, it's open for everybody to see.

If you if you go online and and uh Google for a tennis player, the first thing you get, it's actually their stats. Now, imagine uh searching for um let's say a marketing agency and getting their numbers, too. Wouldn't that be awesome? Yeah, it would be. So, what if we brought this thing to e-commerce? What if e-commerce had its own scoreboard? Well, we did that. We created a

live scoreboard just for e-commerce. At any moment you can see which affiliates are doing their best and uh I don't know if you see it very well but you can get their sales number their clicks their sales value conversion rate and a lot of indicators and I uh you have to believe me that when you doubleclick you see their profile with a lot more data that can

help ehops take a very uh wise decision in choosing their partners. Can you please you can also see which ehops are selling the most and again a lot of indicators in the scoreboard but also when you doubleclick uh in their profiles. On top of that, you can also see, for example, who has the highest conversion rate. Last Black Friday, one of our um cashback affiliates had a

conversion rate of 38.354%. I think that's awesome. Yeah, it's like almost four out of 10 visitors made a purchase. Now think about your number. Is it below? If yes, you have to push harder because you know it's possible. Now, if it's h if it's higher than this, well, congratulations. I'm sure you are actually a record holder in this entire arena. Uh, okay. This is how Oh, sorry.

Go back, please. This is how fast uh things can uh can go when you get it right. One of our uh affiliates managed to generate 1,000 sales in a little bit over 3 hours. This means that he generated one sale every 10 seconds. And that's not even the coolest thing because the same guy two years ago was generating one sale every 12 seconds. So this is what

I mean that a scoreboard can help you level up, improve your game. But uh as I promised you in the beginning um I won't uh uh keep you here long and I don't want just to u show off with uh our scoreboards and our uh user records. I uh also want to help uh any e-commerce uh business here by sharing some very interesting uh uh data. I

will uh walk you through some insights that I'm sure every e-commerce player here can use to win more. So join me please. This is a graph that uh that is uh showing when people are visiting uh ehops. This is actually data behind our business league uh scoreboard. So you can see here uh when internet users are v visiting uh ehops for each day of the week and

also for each hour of the day. And if you pay a bit of attention you see that on desktop people actually browse etos when they get to work. Yeah. from Monday to Friday and usually in the office and from mobile I'm sure you can relate to this people browse esto over the weekend right and usually when they get home you sit on your couch and you try

to see what's online so how can you use this I'm not here to give you awesome advices I'm sure you you all know your businesses but think about this adapt it to your context and take wise decisions for example uh make sure that I don't know your customer support is present also Saturday and Sunday because look here if you're not doing any action is like you show

up to the party but is no no one no one is there because if you have let's say customer support only from Monday to Friday until from I don't know 8 to 4 you only address this site but you lose this site. Yeah. So think about this. Here is also a graph that shows when people decide to click the buy button. This data is for uh all

the categories in our uh in our network. So if you uh compare it to the previous graph uh the traffic graph people decide there is a a small lag between when people browse uh uh online stores and when they decide to make a purchase. Why is that? Because we browse all the time but we need to take some time before we decide to to make a purchase.

So again I will just uh uh insist on on this fact that on uh uh on mobile devices the purchase decision is actually high throughout the day but again we we reach a peak in the hours of the evening because we are at home we feel relaxed maybe we want to gratify ourselves a bit and we buy something. Yeah. So uh make sure that I don't know

your services, your servers are working properly uh at this uh times and make sure again that you are there to to um offer fast answers to uh your customers. And I'm showing here uh the same the same graphic but filtered uh for fashion because I told you in the beginning I had an ehop in fashion. So yeah, it's closer to to me this uh this category. take

it uh remember it and again adapt it to to your context. Next um it's a graphic that shows the conversion rate for all categories uh at the level of our uh of our network. As you can see on desktop we have 4.21 on uh on mobile we have uh 3.52. By the way this is uh data for the last two weeks. Overall our platform has a conversion

rate of 37 generally speaking. Yeah. So take this information. If you're below this I advise you to take some actions. If you're above this, congratulations. Well done. Yeah, I got too far away. Uh again, the same data conversion rate for fashion. What's interesting here is that uh people trust their mobile devices more to spend uh on fashion. So here the the order the scoreboard let's say is

inversed mobile uh leads in in fashion with a conversion rate of uh 4.3 4.26%. Cool. This is a very interesting uh uh chart I would say. uh it shows you how long it takes for uh your visitors to uh decide to make a purchase. Most of the people do buy in right away or let's say in the first hour. But notice that there is still a long

tail of people that need some time to uh to wait before uh deciding to make a consider this information and adapt it to your uh business context. If you have uh users that are uh in the first category they are uh buying uh fast maybe I don't know implement some flash uh offers. If you have customers that I don't know need a lot of time to uh

before they make a purchase, do some retargeting ads for example, think about this data all the time and try to make uh a good decision. And the same for fashion. Not very different but slightly in the sense that yeah for fashion it might take a bit longer for people to to make a purchase. Why? I don't know. One idea might be that I don't know the offering

in fashion it's quite big and they might search uh in different places. Cool. Um the next uh and I I think the final graph that I have to share with you it's about the average order value the general values. As you can see people still trust their desktop devices for spending more. Yeah. And uh they the average order in our platform for desktop is almost €100. Yeah.

90 almost 93 while on mobile um less than that. But hey, look at fashion. Yeah, the difference between the two much smaller. Adapt again to your context. Find out what what this graph looks like for your industry, for your category and again plan accordingly. So what I'm trying to show you here that is that behind every data point there is let's say a smart decision waiting to

be taken. Use data and uh try to benchmark yourself. Use a scoreboard because data combined with a scoreboard doesn't only help you to be the best version that you can be. they can help you become even better that uh than you think is possible. So what if e-commerce had the it does. Now it does. So you are invited to uh to join. come talk to me uh

and to my colleagues after this if you want to uh find out uh more and I wish you the best of luck in whatever you are doing and thank you for listening.