Posted 04/06/2014 at 10:39 AM
Posted 3 years ago
As the owner of an E-commerce site, generating revenue has become easier and quicker. Google Analytics is one such handy tool that helps you analyze your site data.
Google Analytics reports are available for analysis for site owners and administrators. It will help you learn about many things, like the identification of those campaigns that are actually working, identifying the maximum attention-grabbing pages, and products getting minimum response from customers, and more.
Another method of boosting sales for your site is to customize certain core areas of Google Analytics. Five of the customizations in Google Analytics that play a crucial role in boosting sales are:
1. Customization in Advanced Segments
Advanced Segments provides clear stats on traffic, which is generally not derived from Google Analytics. It specializes in isolating specific data and analyzing the useful traffic sources. There are two ways of customizing this feature and they are:
A) Segment by Traffic Channel
Through the process of segmenting reports by traffic channel, traffic generation via different sources can be assessed. The ‘Traffic Sources’ option in this feature delivers the exact numbers of emails, organic searches, and all other figures that are useful in analyzing customer data and marketing campaigns. The result of using such features is great; by finding the figures increasing, you can think of expanding your channels, and on the other hand, by finding poor statistics, you can put your efforts towards improving your business.
B) Segment by Day of Week
The process of customizing by day of the week lets the user see the number of visits, E-commerce conversion rate, and revenue generated each day, by simply setting the custom reports by days of weeks. If you find a particular day of the week, say, Sunday receiving the maximum number of conversions, then it’s an indication that Sunday is a good time to catch the attention of customers. You can display special offers and discounts specifically for that day.
2. Custom Reports
It’s true that Google Analytics sends native reports to you by default, but with Custom Reports, the reports go into more detail. For a detailed report service, the Custom Reports is better, and is found on the top navigation menu. Using it is easy, as there is a ready-made ‘Create a Custom Report’ option, and on selecting it, additional options such as Metric Groups and Dimension Drill-downs will also get activated. Metric Groups is delivers the numbers for average visit duration and the E-commerce conversion rate per pages/visit. With Dimension Drilldowns, you can track figures from source/medium and keyword. This will be helpful in getting accurate figures for running SEO and PPC campaigns.
3. Goal Conversions
Goal Conversions are an important customization of Google Analytics as it helps you measure performance of well-defined goals for your site. You first have to define the actions for which you would like to track conversions, and the four types of goals that can be defined by you in Google Analytics are:
A) URL Destination: Goal conversions are recorded for specific URLs. Such URLs include Payment Successful page, or, Shopping Cart page, and others.
B) Pages per Visit: Lets you check the number of pages that a visitor views in a single visit.
C) Visit Duration: Those visitors who linger on specific pages for a certain time period, such as a period of 120 seconds, or, 2 minutes, are tracked through these goals.
D) Event: When a specific event occurs, like when a visitor clicks an email subscription button or feedback button, then this goal tracks this activity.
Funnels are another useful customization in Google Analytics that enables you to check the performance of the entire process via URLs. Finding the response of customers on your site’s service is easier with it. For example, to learn about the satisfaction rate of your customers, you can create a funnel. The funnel should start with ‘Add to Shopping Cart’ and end at ‘Payment Successful’ page. This will allow you to find out the performance of the customers at each step of the process.
The completion percentage of every step of a funnel is easy to learn. Go to Conversions and Goal Flow Reports, and select ‘Medium’ in the dimension drop down. On doing so, you can keep checking the performance of every step via traffic channel. Some of the handy funnel segmentation ideas for sites are Add-to-Cart conversions, Track Repeat Buyers, and Location of add-to-cart. Through the Add-to-Cart conversions, you can track campaign response as well as conversions, and find out which products are added to shopping carts by the customers. The Track Repeat Buyers help in identifying shopping behavior of a valuable set of customers. It monitors the conversion rates and their average order values. Location of add-to-cart is another funnel that enables the user to motivate its buyers by introducing specific product pages or promotion pages. The specific locations that attract more customers, and how customers use them, are determined via this feature.
5. E-commerce Tracking for Mobile Apps
In this era of smartphones and gadgets, more people are using mobile devices and apps. Supplying customers with a mobile app, or a mobile-optimized version of your site, will be an appreciable step on your part. You can use Google Analytics Android SDK, or, Google Analytics iOS SDK to track the transaction data of your customers. As many people shop using mobile devices and mobile apps as well, this will be a useful feature. The Google Analytics tracking code works the same for both desktop and smartphone browsers.
There are an extensive number of metrics from Google Analytics that makes boosting sales very much possible and simple. Each of the customizations mentioned above is helpful, and worth using for online merchants.