Correctly having tracking set up on your website will give you access to vital information about your visitors and how they interact with your site. Re-engineering the data from your ecommerce tracking can help to improve the performance of all aspects of your website. From finding out visitor numbers to each of your landing pages to knowing which traffic source is your most profitable.
Below we have listed some of the best tips to help you make the most out of your ecommerce tracking, looking at both the implementation of your tracking and also analysing the data that your tracking has gathered. We would always recommend using Google Analytics as your analytical software, this free tool is very easy to navigate can be integrated with any website and has a lot of fantastic articles to help use the many features of the tool.
Here is a great article to help you get started with Google Analytics.
Set up a Conversion Funnel
A ‘Conversion Funnel’ is the journey a customer takes through your site to a desired conversion, which be a purchase, a contact form fill out or a phone call made.
Funnels follow goals their site owners create. In GA, goals measure how well your site fulfills its target objectives. Here’s one way (of many) to create a funnel, starting with goals:
- In GA, go to your website profile and click the Admin option in the top navigation.
- Under View, go to Goals > New Goal.
- Go to Goal setup > Custom.
- On the next screen, under Goal description, enter “Thank you” as the name. The idea here is to enter the URL for the “thank you” page customers see when they buy something — in other words, at “the end of the funnel.”
- Under Type, select Destination and Continue.
- Under Goal details and Destination, select Equals to in the drop-down menu. In the field to that menu’s right, add the URL that corresponds to your thank-you page, such as http://www.YourSite.com/ThankYou.html.
- Go to Value and click On. You can then either assign a monetary value to the conversion or leave the field blank and use GA’s ecommerce tracking and reports.
- Under Funnel, click On. Next, you assign names and URLs for each step you want to track in your conversion funnel. Click Yes for Required? next to each step.
- You can click Verify this Goal to see what your conversion rate would have been, based on data for the past week.
- When you’re finished, click Save.
Give you site a few days to build up some data, then go the funnel visualization report to see how you conversion funnel is performing. This will give you a great insight into where your potential customers are dropping out of the process allowing you to be proactive is keeping as many of them as possible in the funnel for as long as possible.
A great tip is to work backwards through your conversion funnel as getting 20% more people to go through the final phase of the conversion funnel will be worth a lot more money to your business than a 20% increase in the first phase without having worked on the rest of the funnel.
Utilising Reverse Goal Paths
Google Analytics reverse goal path helps you to uncover your top performing content and gain an insight into what your customers appreciate the most.
To use this feature you need to go to Reporting > Conversions > Goals > Reverse Goal Path. The dashboard shows the previous pages visited by your customers before completing a goal. For example, did they visit your delivery details page before ordering a product or where they directed to your product page from a blog post.
Using this data allows you to see if there are any patterns to which pages lead to sales or conversions and then you can focus on promoting these pages on your PPC, social and other channels to get more visitors to that content.
Using Google Analytics To Find Keywords Which Are Driving Conversions
Over time Google has made it harder and harder to track organic keywords through both Google Analytics and Webmaster Tools. The amount of search terms that are now reported as ‘not provided’ is 90 to 95% of your non-branded search terms. This is extremely annoying as it makes it harder to know which search terms are working for your site.
This tip does not gain you access to all of the search term data it can help you with the AdWords campaigns. After you have created an AdWords campaign, open Google Analytics and go to Reporting > Acquisition > AdWords > Keywords. This will show you lang-tail search terms that have drove paid conversions to your site. You can then use this information to create content on your site to target these keywords organically and free up some AdWords budget to be used elsewhere.
Make Sure Your Google Analytics Data Is Accurate
A lot of people take the information shown in Google Analytics as correct without any question, however this may not always be the case as issues can occur in Google Analytics due to a multitude of factors including issues with your website and tracking issues within Analytics.
The simplest way to check if Analytics is correctly recording data is to go to Reporting > Acquisition > All Traffic > Source/Medium and check the revenue column within the Conversions > Ecommerce section to the revenue numbers been recorded within your sites CMS. If there is a large discrepancy between the two figures this would indicate a issue within either your site itself or Google Analytics. Working with your development team should help to resolve any potential issues.
You should also check individual channels to make sure there isn’t an issue on a specific channel. For example, your mobile sales could be unusually low in comparison to your desktop sales, in this scenario checking different mobile devices could reveal an issue, such as a ‘Security Warning’ appearing on one device type. Resolving these issue would then increase the both traffic and sales to your site.
Use Custom Google Analytics URLs To Monitor The Effectiveness Of Your Site
Custom Google Analytic URl’s are a fantastic way to help track individual pieces of content, landing pages, specific Google AdWords campaigns and email marketing campaigns. Applying the data that will be gathered by these custom URL’s will allow you to optimise the page or campaign which you are tracking.
For example, if you are tracking a specific AdWords campaign you can use the custom URL to help test the best converting ad copy and ad header to help to improve these campaign and increase your return on investment.
These custom URL’s can also help to judge the performance of your landing pages, providing key metrics such as bounce rates, page session duration and conversion rates. Using the information from these metrics you can redesign landing pages to increase the goal completions of the landing pages.
Following the tips above will help you improve both the data you are collecting from Google Analytics and also help you shape both the SEO and PPC campaigns that you have running so that each aspect of your marketing strategy is running at it’s highest capacity. Always remember that data, analysed in the correct way is always a great guide as to how to grow your business. Click here for more information about our e-commerce seo service.