Simply having an ecommerce software and website isn't enough these days, you need to understand how visitors are driven to your site, how they behave while they are there and which type of visitors drive revenue.
For many businesses this is accomplished by adding Google's free statistical software 'Google Analytics' to their ecommerce solution. By default ecommerce tracking is not setup in Analytics, but for a little effort this feature can be setup.
So Why Do It?
By setting up Google Analytics ecommerce tracking it allows you understand what drives revenue on your website thus allowing you to make informed decisions about your websites design and market efforts such a SEO, Pay Per Click and Social Media
What Data Can You Get
Once setup correctly, Google Analytics provides a range of different metrics to judge the success of marketing and web design changes. These include: Revenue, ecommerce conversion rate, transactions, average value (Average Basket), Unique Purchases and Quantity.
Additionally, you can also track individual product performance and the time to purchase, which quantifies the time from a user's first visit to when they complete a sale.
How To Set Google Analytics for ecommerce Software
Setup analytics requires you to edit the standard Google Analytics which is displayed on the final part of your checkout once a sale is complete, often referred to as a receipt page or order acknowledgement page.
With a little knowledge of JavaScript you can easily implement this adjusted script within ecommerce Software using Google's easy to follow guides. Alternatively you can contact your ecommerce website developer who should be able to implement the script on your behalf.
What To Do With That Data
Once you have Google ecommerce tracking setup its worth leaving at least a month for your account to collate enough data so that the results are meaningful and not reflective of daily spikes and dips.
When you have enough data you can start to cross reference your ecommerce data against other statistics and metrics in your account. For example, if you find out which keywords drive and, more importantly, those which don't drive revenue within your Google AdWords campaign, this will help improve your ROI. Additionally, you can work out which website referrals are driving the most converting visitors to help you make informed decisions about your banner ad strategy.
Summary.
Linking Google analytics to your ecommerce Software is a simple but powerful way to drive improvement from your ecommerce website. It allows you to understand how effective your marketing efforts are and influence your website design for the better. More importantly its simple to setup and can be done in minutes, making it a key tool for any ecommerce business.
Article Source: http://EzineArticles.com/?expert=Jason_Telson
No comments:
Post a Comment