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How To: Use Google Analytics For E-commerce Sales

Using Google Analytics for e-commerce sales is a very popular idea. Almost every other industry uses Google Analytics to boost their sales. And, for an e-commerce store, Google Analytics is a must. Accurate information could help you grow your e-commerce store to new heights. Google Analytics is a powerful tool to evaluate the success of your e-commerce business and to develop new strategies.

“What gets measured, gets managed”

Peter Drucker

Let’s see how you can use Google Analytics for e-commerce sales.

Use Google Analytics for e-commerce sales

1. Optimize Content using on-site search
2. Being familiar with Buyer’s journey
3. Learn about customers’ interests
4. Measure lead conversion time
5. Use Annotations
6. Plan on-site engagement
7. Be aware of customer value
8. Find out how long your visitors are willing to spend on a certain page

on site

Optimize Content using on-site search

Your content optimization strategy can help you make more successful. If you deliver value to your customers, nothing can stop you from being successful. So, how do you find out what your customers want? You can use a build in Search Term report in Google Analytics.

This Search Term report allows you to see what your visitors are looking for on your website.

And, you can find the exact words, products, and content that your customers are looking for! This kind of data helps you boost your search engine ranking instantly.

Being familiar with Buyer’s journey

Make sure you familiarize yourself with buyers journey. Buyers go through a step-by-step procedure before actually buying a product from your e-commerce store. Each buyer’s journey tends to differ from each other. However, they all follow a certain path. So, following a structured guide make’s sense. The best customer service is when your potential buyer knows you are with them at every step. And, this why Google Analytics comes into the picture.

Behaviour flow in Google Analytics helps you identify points where your leads stop engaging with your e-commerce portal.

Whether its the landing page, checkout or any blog! And, here the Behavior Flow in Google Analytics comes at your rescue. Also, you can filter by Source/Medium to identify the buyer’s journey as per channel. Go to your behaviour flow report and change the drop-down in the first column to adjust the results shown. Now, you can take a look at ‘starting pages’ column and ‘1st interaction’ column. This gives you a hint about the stage on which you were in the buyer’s journey. Identify the touch-points where most drop-offs occurred. Doing so helps you improve user engagement and increase your conversions.

customer

Learn about customers’ interests

Know more about your customers’ interests. Each customer has a unique reason to be on your e-commerce portal.

With its Affinity Categories reports, Google Analytics allows you to know your customers’ interests.

Customers’ interests are differentiated using demographics. Knowing what each customer is looking for is the key to boost your sales.

Measure lead conversion time

You must measure the duration by which your leads are converted. This can be measured by knowing how your visitor’s mind works.

The Path Length report in Google Analytics helps you understand the number of interactions it takes before your visitors’ make purchases.

Additionally, it lets you see the conversion value for each path length. This allows you to know whether the longer marketing campaigns are worth it or you need to focus somewhere else.

Use Annotations

Keeping track of what worked and didn’t can be difficult when it comes to e-commerce portals. But not anymore!

You can use Google Analytics to stay organized and informed using annotations.

Tracking occurrences allow you to figure out what causes positive, or negative changes on your store. You can literally track everything including your marketing campaigns, general news, or the weather. All you have to do is click on the ‘Create new annotation’ button.

Plan on-site engagement

Your website’s landing page helps you understand how your leads engage with your e-commerce store. Therefore, you can use a Landing Page report in Google Analytics.

A Landing Page report shows you a statistical view of the attention span of your users.

So, you can use it to check the duration and bounce rate for each page of your e-commerce website. This allows you to know which pages are more engaging and which aren’t. Bounce rate influences your ranking on the SERPs and so you must not ignore them! So, why not use Landing Page reports to improvise your landing pages, increase user engagement and boost your website ranking.

Be aware of customer value

Yes, you read it right. You must realize customer value. Google Analytics introduced the king of reports: Lifetime Value reports. We all know that customer loyalty is worth investing in. right?

The Lifetime Value report by Google Analytics tells the value of each customer throughout their journey with your company.

This makes it possible for you to know the lifetime value of your customers acquired through social, email, paid search, etc. So, make sure use this report to analyze the value of users acquired through various channels. And, channelize your efforts on those that would get you higher revenues.

Find out how long your visitors are willing to spend on a certain page

Today’s young generation (18-25 years of age) make the majority of social media users. And, millennials tend to have a short attention span. No matter how good the content is, readers’ would not read it if they lack patience. Here’s when Google Analytics: Average Time on Page comes into the picture.

Using Google Analytics – Average Time on Page, you can identify the ideal length for your website content.

Also, make sure your content is not too long as visitors may bounce before your CTA. You can figure out the ideal length of your content using the Average Time on Page stats.

Wrap-up

Using Google Analytics for e-commerce sales is an awesome technique. Plus, it is completely free. Google Analytics offers you the information that helps your e-commerce website to deliver results. Content plays a significant role in the success of your online business. So, make sure you optimize your e-commerce store’s content. Google Analytics provides you with reports and information that is readily available. You just have to know where to look for it.

You can start with the reports mentioned below.

  • Search Term report –  to see what your visitors are looking for on your website
  • Behaviour flow – to identify points where your leads stop engaging with your e-commerce portal
  • Affinity Categories reports – to know your customers’ interests
  • Path Length report – to understand the number of interactions it takes before your visitors’ make purchases
  • Annotations – to stay organized and informed
  • Landing Page report – to get a statistical view of the attention span of your users
  • Lifetime Value report – to understand the value of each customer throughout their journey with your company
  • Average Time on Page – to identify the ideal length for your website content

Still confused about how to use Google Analytics for e-commerce sales, just get in touch!
So, how do you use Google Analytics for e-commerce sales?