There used to be a time when website visits was checked through a counter on your page. E-commerce business is all about the numbers when it comes to being ahead of the game. Competitive markets as e-commerce requires being concentrated on your performance. Analytics enable businesses to measure their performances, conversion rates and engagements with your customers. This optimization method will drive more profits and customers as well.
Thanks to big developments and affordable programs analytics has become an easy way to keep up with your metrics. Through the use of analytics you can learn what pages are the most visited, what content drives more conversions or why are you losing customers. Through the use of analytics you will be able to optimize your business and improve the customer experience.
Analytics programs work by collecting and measuring data and analyzing the outcomes in order to provide you with a report. It can be used to increase sales, drive more visits, generate more leads and improve your brand image. There are both free and paid programs you can use. If you are not a big corporate business you may want to go with the free versions such as Google Analytics, Yahoo! Web Analytics of Metrica from Yandex. Free programs are easy to use and they are very good for gathering data and analyzing it. If you are a big corporation you can check out Adobe Site Catalyst, WebTrends or CoreMetrics. They have monthly fees to be used and are very good as well. They are focused more deeply on your customized requirements. When you decide on a program you will need to enable it on your website. In order to do that you will need to install a piece of code on your website to run it. It is an easy thing to do so relax J After that, your data will start to compile for you to dig in. In the following I will base this article on Google Analytics since it is a very common program.
When you start compiling data you might want to duplicate it to three. Since when you customize your data with funnel there is no going back which can cause you to lose valuable data. First one can be the raw data which you don’t apply any customization. The second one can be your frequently used data which is customized according to your needs. The third one can be your test data. You can use it to test new customizations before you apply it to the master view which is your most frequently used data.
Another important thing that you might want to do is to create a dashboard. Google Analytics provides you with a template where you can create dashboards for many things such as country based sales or real time activities etc. But before that you need to decide which metrics to follow. Important metrics you will want to follow are visitors, page views, referrals, bounce rate and keywords. Visitor metric will provide you with the number of visitors and its fluctuations will give a ballpark estimation of your current status. Page views are valuable to know because you will be able to detect which content is driving more engagements. You can also check out the time spent on the website to see how people are responding to some of your pages. This brings us to the bounce rate. It shows the percentage people which exit your website right away. High bounce rates are not good for your website. This may imply that your visitors cannot find what they came looking for. This might indicate a problem with your representation of your business. You might be implying you sell male shoes whereas you sell female shoes.
Referrals are another good metric to go after. It will provide you the information of your most customer driving sources. You can check out it your advertisement on Facebook is driving more visitors or your guest blog content is bringing new customers. You can eliminate the sources which do not work and invest more in the other sources with higher yields. Also you can learn about your customer segment from the referrals. If they come to your sportswear e-commerce website from a camping website you will know that they are customers who like camping and are into outdoor activities. Keywords are another good metric for you. If your customers are searching for camping supplies to come to your tent store than they are on the right page. This way you can both reassure your keyword choices and if the highest visits come from sleeping bags you might want to increase your content over the topic to be on the higher place in the search results. Check out more about the keyword planning from here…
Analytics allows you to do A/B testing as well. You can measure the outcomes right away and create new strategies. You can check out the Behavior section to learn which pages are showing a pattern of losing visitors. If it is the checkout page you can detect the problem from analytics and fix the problem. You can also learn which age group or gender is interested in your website. Location, language and even areas of interests can be found through analytics. You can segment your customers into groups to improve your strategies. Customer segmentation will help you improve your business and increase your conversions as well. You can set up goals to count newsletter subscriptions as a different kind of conversion and measure that as well.
Analytics is a great tool to optimize your business and improve your approach towards customers. You will be able to fix the big problems which are not out there for you to see or get to know your customers better. There are many useful reports to drive from analytics. Go on and sign up for it. Your business will be better than ever!
Analytics is a great tool to drive more sales and optimize your e-commerce business.
Another good way to increase your sales is good prices.
Prisync, with its online price tracking software, enables you to decide on the best prices that can sweep the market. It is available all over the world and 24/7!
NOTE: You can now share your voice in our blog. Prisync Blog now accepts guest blog posts and you can see the guidelines here. If you are already writing on ecommerce, or thinking of it, just reach us out!