When it comes to improving your ecommerce performance, Google Analytics offers you masses of information and insights into your buyer behaviour. It can be daunting with all those graphs, figures and data, but it’s well worth persevering.
Firstly, you’ll need to make sure you have ecommerce tracking set up. This gives you invaluable data about sales as well as behaviour so you can really track the return on investment of your marketing. Most common ecommerce platforms have this available, but you may need an additional plugin or extension. Talk to your web developer if you have problems.
Once ecommerce tracking is active, check out these 5 essential reports to identify areas you can improve.
You’re probably already familiar with the Acquisition Overview – the report that gives a high level summary of how your visitors came to you. With ecommerce tracking added, you can see which channels generate the most transactions and revenue. You can also track your conversion rate over time – very useful if you’ve made a change and want to see the impact.
With mobile devices now outstripping desktop use for many consumer ecommerce sites, improving your mobile conversion rate is essential. The devices report shows you a breakdown of your visitors by device type and gives you a clear picture of how your conversion rates stack up.
While your ecommerce store reports probably give you sales by product data, this Analytics report lets you drill down to track performance by device type and lots of other factors.
You can also track performance over time to help identify products which are going out of favour.
I find it particularly useful to compare a product’s performance in a specific month this year to the same month in previous years – very helpful for seasonal products.
Multi Channel Paths
It would be lovely if customers found your website and immediately made a purchase – but that’s seldom how things work in real life. Especially if you are selling lifestyle type products where people are likely to shop around and waver a bit while they convince themselves they really need that item!
The multi channel funnel reports give you some great insights into the different paths people use to find your products. Use the Top Conversion Path report to see the channels people go through.
The Assisted Conversions report shows you where a particular channel was involved in the purchase, but was not necessarily the one the sale was recorded against in the Acquisition Overview. I find this particularly helpful for assessing the real impact of channels like paid search and social media. If you use Adwords, it’s essential – and you can drill down into detail by campaign, keyword and more.
Multi-channel reports can only track buying paths on the same device – if someone finds you on social media and then switches to their tablet or desktop to make a purchase, Google can’t link these.
If you struggle to make sense of your Analytics, I can help – give me a call on 0161 883 1655 and let’s chat.