Why is Google analytics important for ecommerce businesses

Once upon a time eCommerce website owners had to rely on general market research & talking to experts about what to do to attract and convert visitors to their site. Although informative, the advice was always based on the general market that the website was focusing on, so there was little insight into how a website could be improved and optimized on a more individual level.

Content Performance
The performance of your content is vital, so you will want to know whether it is performing efficiently or not. By viewing the average time a user spends on a certain page is a great way to judge how your content is performing. If the users are exiting quickly or bouncing straight of the page as soon as they land on it then you will know something is up. If your content is causing this then you will need to do your best to improve your content and/or layout, as this is vital for helping your conversion rate. If a page is doing well, getting a lot of visits and showing a low exit & bounce rate then you can rest assured that your content is doing it’s job. If you’re getting great results from this page then it may be wise to leave it alone and only update it or change it when necessary, as any changes you make may have a negative effect and may discourage users from continuing through no particular fault of your own.

Keyword performance
Checking up on the performance of the keywords that you’re targeting is a very handy little tool that has become almost invaluable. Despite the news that Google may be updating their privacy policy, so that keyword info becomes almost impossible to get, you are still able to research popular & relevant keywords to your market, so take advantage whilst you can. Once you have identified your keywords to target you will then be able to start work making your site appear for as many of them as possible. This will then get your business seen by those who are searching the word or term & will increase the number of visits to your site the higher your rank. This is what makes choosing the right keywords and seeing how they perform in analytics is so important. If a keyword is not performing as well as you’d hoped then it may be time to get rid of it or optimize your site for it as much as possible.

Track user journeys
One of the most useful elements of Google Analytics is that is allows you to take a look at the journey that each user takes when visiting your website. If you’re getting a lot of visits but very few, if any conversions then you’ll know that something is most likely causing them to exit your site. Not only will you be able to see where each user is coming from but also where they end up & which pages have the highest bounce & exit rates. Chances are that these are the pages that have the issue, so make sure that you look into it as quickly as possible. If it’s not a technical problem causing users to exit, then it’s most likely a content problem. If you have plenty of content on your page, there may be too much, so try re arranging the layout and putting navigation elements and options within easy reach, so users don’t have to look far for the important bits. Once changed, you can then go back to analytics and observe if the changes you have recently made are having any effect. This will show in the exit rate & bounce rate in clear view, so you can compare your current stats to the previous stats. If you see that people are still exiting or bouncing from a certain page then you will have to go back to your website and have a really good think about what else you can do to optimize it, boosting user experience.

Use filters & boost conversions
Using filters is the perfect way to simplify the results you’re looking at, so you can focus on specific results. These will help you determine which part of your site is performing well and which parts aren’t so you can separate the good from the band and focus your attention on the stats that may not be so great. Once you have identified which area needs improving, you can spend your time optimizing it, which will help to boost conversions.

Author Gyles Seward

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