As many e-commerce store owners have discovered, Google Analytics can be a powerful (free) tool. Like all tools, though, you must know how to utilize it to garner the greatest impact. So let’s take a few minutes to break down the ways in which Google Analytics can be put to use in your conversion optimization strategy.
Divvy Up Sales by Source
Find out where your traffic is coming from, and focus on getting more of it. More than that, figure out where most of your sales traffic is coming from. What areas of the country are converting most often (is there a geographic impact?)? How do people who purchase find their way to the site (direct link, social media, referral)? When are people actually ringing up the items in their cart (does time of day play a role?)?
To view the data required to answer these questions, navigate to:
Acquisitions > All traffic > Source
At that point, you’ll have the visibility to answer the above questions, as well as the following.
Where is your traffic coming from?
When you focus on maximizing sales on your e-commerce site, the quality of traffic matters far more than the quantity. That is to say, if you are converting customers, even a small increase in number of visitors can have a substantial impact on your bottom line. Determine whether the majority of your conversions are coming from direct, social, or organic search, and craft your conversion optimization strategy appropriately.
What device is getting the most traffic? Most conversions?
Are you getting the majority of your site traffic on desktop or mobile devices? If mobile, tablet or smartphone? In this day and age, the majority of sites are accessed via mobile. It’s a bad sign if your desktop traffic rate is significantly higher than your mobile percentage. Such data would suggest your site is not mobile friendly. Maybe it takes too long to load, or the images don’t resize to fit the screen, or you don’t have a mobile version of the site, so the site looks unprofessional when minimized. Although you should strive for more traffic from your mobile users, it is not a cause for concern if customers are still mostly purchasing from desktops. Many users view the site preliminarily on their mobile device, then return later to make a purchase via desktop or laptop. This is especially true for big-ticket items.
See How your Pages Perform
Surely, you’ve opened an email or seen a site that is personalized to include your name. More and more sites are taking advantage of this intimate approach to sales…and it’s working. Customers are 45% more likely to peruse an e-commerce store with tailored selections. A whopping 40% of customers buy more from personalized e-commerce stores. Safe to say customization is a smart element to add to your conversion optimization strategy.
See how users behave on your site with the following path:
Behavior > Site Content > All Pages
The size of an effective e-commerce store can range from tens to hundreds to even thousands of pages. Google Analytics helps determine where your customers are spending their time – and on which pages they’re purchasing from – by ranking them top to bottom.
The most important considerations on any e-commerce site are the data in reference to your landing pages and exit pages.
What is the bounce rate? This is the number of people who leave your site after just viewing the home page. They are not engaging in the site. The higher the bounce rate, the worse the signal for an e-commerce store. After all, how can you convert sales if users aren’t clicking past the home page?
Once you have managed to lower your bounce rate, cast your eyes to the exit page data. Here, Google Analytics will rank the number of users that clicked away from your site at any given page. This is helpful because it tells you where you’re losing the interest of potential customers.
Ideally, you will combine the customization strategy discussed above with your best landing pages to cater to different types of customers. Further maximize their intent to convert by funneling them into the proper sales channel immediately.
Snoop on your Shoppers
Take the time to parse through what your customers are looking for on your site.
Monitor visitors with the following path:
Conversions > Shopping Analysis > Shopping Behavior
Take notice of where they stop browsing (see exit page above) and how many pages they look through before doing so. This information will help you organize your products so customers get an accurate view of the different kinds of products available on the site before losing their attention. Many first time visitors take their time clicking through different pages of the site to get an overview of what the site has to offer.
Later, using this information, they will come back and search for the product that caught their eye the first time around, for example. See what queries customers are entering into your search bar:
Behavior > Site Search > Search Terms
Customers will also use the search function if they’re in the market for a product or variation (color, size, etc) that you do not carry. If you see a significant number of requests for the same item or variation, consider stocking it for the sake of conversion optimization
Data is beneficial because it tells you how to improve your conversion optimization strategy without you ever having to directly ask for feedback. It’s more honest, too, because people often don’t know how to verbalize what they want. Take the time to add Google Analytics review to your conversion optimization strategy. Your bottom line will thank you.
Contact KitelyTech today to discuss the details of how we can add value to you and your online business.
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