The e-commerce websites are increasing day by day taking advantage of all possible opportunities the digital world provides to increase the business profitability and reach potential customer all over the world. Google analytics is a great tool to optimize your e-commerce website performance as it provides all statistics and data needed to figure out areas needed to be improved.
Google Analytics Explained
Google Analytics is free platform that provides data about the activity on your website from its visitors regarding every detail starting from where they were redirected or find your website, how many pages they visited or bounced after visiting only their landing page, the duration of each visit session, the visitors’ geographical location and if they performed any actions (conversions) on your website.
Your e-commerce business should benefit from all the data and insights google analytics platform provides to improve the weak areas in your e-commerce platform and maintaining the efficiency in other well-performing aspects to provide the best possible user experience to your online store visitors and encourage them to increase conversions.
Benefits of Google Analytics for e-commerce businesses
#1. Audience Targeting
Google Analytics provides the ability to group audience based on their behavior on your website for example visitors who view a product details page but didn’t make any action or who add items to shopping carts but didn’t complete the purchase process, or their demographics (gender – age – interests – geographical location – devices used).
Your audience data provided by google analytics is beneficial to target specific segments of visitors through other online platforms like social media channels or search engine ads with customized campaigns to increase conversions.
#2. Customer Acquisition
Another useful advantage for google analytics is the data about where your website visitors come from, such as search engine organic results, paid search results, social networks, direct visitors or referrals from other websites and behaviors (conversions) for each channel visitors.
Define and optimize marketing efforts in the platforms which are generating the majority of traffic to your website besides knowing the most landing pages in your e-commerce website receiving traffic to optimize other pages using similar techniques in your well-performing landing pages.
#3. Decreased Bounce Rate
Pages with highest bounce rate (landing pages the drives visitors away rather than encourage them to explore other pages in your website) can be defined using google analytics to land on the weak areas in your e-commerce platform and improve the user experience in this pages to avoid losing a huge portion of traffic with no completed conversions.
#4. Long-Term Performance Comparison
Data is always available to use in performance comparison between current performance and any period before starting from the date you start using google analytics code in your e-commerce website to determine the areas and metrics that experienced positive or negative changes using many options to compare date in different views (table view – percentage view – comparison view – pivot view) to create better and clear performance comparisons.
#5. Campaigns Tracking and Evaluation
Evaluating your current and previous campaigns performance based on traffic metrics (visits – bounce rate – page views) and conversions metrics (number of transactions – average value of each transaction – total revenue from each source) is available in google analytics campaigns report for both paid and organic campaigns to measure your business return on investment of each campaign.
#6. Competitors’ Analysis
Benchmarking tool available in audience report within google analytics data provided is a great opportunity for competitors’ analysis based on your business selected industry by benchmarking your e-commerce website against local competitors chosen manually based on their traffic metrics approximate to your business.
Different channels performance metrics data is compared to competitors’ results with positive and negative differences are shown to provide clear insights for your website performance details useful for defining your business position among competitors.
Google analytics reports and tools are free useful competitive advantages for your e-commerce business once you start using them effectively in defining how your business is performing and areas need improvement to keep up with the daily increasing competition. We are also available to answer all your questions related to your e-commerce business.
Contact Sendian Creations today and see how we can help