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7 Little Changes That Will Enhance Your Ecommerce Analytics

Posted by Meg N. on May 7, 2017

It is a capital mistake to theorize before one has data.

-Sherlock Holmes

It used to be more than enough to simply have a website to provide consumers with your contact details, a little bit about your organization, and a description of the products or services you offered. This is no longer the case.

It is now essential to provide both better and more information on your ecommerce site, while also providing it faster and in a way that pleases the every subset of consumer. But the only way to measure user experience, and what has the potential to please customers, is through data. Analytics is challenging but there are a few ways to make the data you collect both more insightful and more targeted to your needs. Here are just a few of them:

1. SkyPhrase

SkyPhrase is artificial intelligence for analytics. It is essentially a plugin for Google Analytics to help you find exactly what you are looking for using conversational queries like, “How many visitors did we get from facebook.com?" SkyPhrase will find the answer for you immediately. Natural language processing helps you simplify access to analytics for a wider audience, which can only make it more effective to impact positive change.

2. Create Goals

Google Analytics has a goal function that allows users to target a completion of a specific desired activity. This could include everything from the add to cart rate from a product page to newsletter form completions to the conversion rate of a specific marketing campaign. ecommerce data analytics goals

Creating a goal enables you to see how certain campaigns, initiatives, or features are helping you in moving your organization forward. As you make changes to features or begin new campaigns, the goal function shows you what is successful and what could be improved beyond broadly defined KPIs.

3. Integrate Multiple Analytics Platforms

While Google Analytics is generally the go-to for analytics, many of the platforms that businesses use for user testing, support, sales, advertising, marketing, analytics and development have built-in analytics reporting. And while the more data you have, the better, it can be a massive challenge to keep up with each platform’s analytics report on a regular basis. This is where programs like Segment come in.

Segment allows users to combine all of their analytics tools in one place. So instead of looking at 20 or 30 different reports, users can go to one place to see all of their analytics in a much more synthesized way.

4. Event Tracking

Event tracking goes nicely with creating goals. And while this function might seem tricky at first, do not get intimidated by the little bit of coding that will be required—for the most part, all you will need to do is some copy and pasting. 

Event tracking is a function that you can add to buttons that play a video, file downloads for white papers, affiliate links, or offsite links, such as email marketing subscription buttons or social media platforms. Basically, what this feature allows you to do is better understand and quantify how visitors interact with the different functions of your site. 

5. Fruition Google Penalty Checker

This is another plugin you can add to your Google Analytics account. At its core, it provides users with the ability to see if any Google updates have affected their website SEO rankings, either positively or negatively. This can be a game changer because organizations are often unaware of Google algorithm changes in the first place. And, even if they are, it can be nearly impossible to tell if it had an impact on their website. The Fruition software allows users to see the impact, how significant it was, and, if it was a negative impact, how to fix it. 

6. Custom Reports

Custom reports can be complicated, but there are sources like Econsultancy and Google that show you how to put together some of the most valuable customer reports with very little effort or background knowledge. These reports can provide you with valuable information like best times of day to post and make updates, most effective keywords, referral rankings, and more. And once you get the hang of setting up customer reports, you can begin to create your own custom reports that are more specific to your organization and its needs.

7. Annotations

This tool might be the most under-utilized function on Google Analytics, but it can be extremely helpful to tie data back to an event, site update or campaign.  It’s always helpful for the broader team to be able to look back and see when and why something did or did not work well, whether it was time spent on the site or amount of organic search traffic. 

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Topics: Analytics, Big data, Google, user experience

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