Beyond the high level metrics that are easily available from your analytics suite of choice, there are several popular metrics and segments that drive deeper understanding of your buyers.

Microtransactions

The primary goal of your ecommerce website is to drive sales, beyond that everything else is secondary. However some microtransactions are necessary steps on the way to a complete order.

Viewing More than One Page

Bounce is the most important metric to start with, it is important to review bounce by all of the channels that are entering the website. Evaluating different traffic sources will show if relevant audiences are being brought into the website. A good way to manage bounce rate by source is to partner with a vendor that allows for targeting.

 

  1. Benchmarking - By doing some online research you can typically find information on conversion rates by industry. Additionally you can compare bounce rates, conversion rates, AOV, and RPV by each channel to see where your strong points are. Sometimes one channel will have strengths that are obvious and transferrable.

  2. Targeting - Targeting allows webmasters to deliver custom content to users based on a variety of factors. This can be used to optimize towards any major KPI

  3. Retargeting - Oh no! Your potential user bounced! The best thing you can do now is run damage control. By retargeting bounced users with advertising you can devise fresh new strategies to renew their interest and maybe do a better job of introducing yourself to the customer.

 

Learning About a Product

It’s pretty hard to buy a product from a website without visiting a product page or a quick-view overlay. It’s great if a user enters on your homepage and browses the category pages for ages because they like to window shop, but if they aren’t drilling down to a product page than thats a definite loss.

 

Just like getting people to explore your site more, getting users to drill down and learn more about a product.

 

  1. Rigorous attention to SEO - A large ecommerce site with several thousand products will begin to establish a long tail of entrance points. Each one will have a small fraction of the homepage but they add up. By making sure that your product pages are effective as landing pages you will begin to allow more users to land directly on them from search. From this point in the funnel conversion rate is typically a bit higher than homepage or category.

  2. Value Propositions in Category Grid - Sometimes users like the look of a product, but they don’t get a good enough idea of the value of the product. By creating a system of badges and sale highlights you can quickly and effectively drive traffic to the next step in the sale funnel.

  3. Drive to Product Pages - I’ve seen it countless times, a huge email send goes out and all the links point to the homepage. When you have an opportunity to drive users directly to your product pages you take it! If a users lands at the starting point of a website and they expected a sofa - then they will grimace at the added friction that will need to be trudged through.

 

The Importance of Tracking Add to Cart

The first major step of a indicating interest in purchasing an item is adding it to your cart. Once this step occurs the conversion rate can jump from 2% to 70%. What’s remarkable is that some businesses aren’t even tracking their add to cart in GA - granted it will typically be recorded by the ecommerce platform - but that information isn’t always displayed to everyone in an organization. Add to cart is a necessary component in tracking metrics like cart abandonment rate and cart conversion rate

 

Checkout Analytics

The checkout funnel has a few form factors - In some cases it is a one page checkout that works with an accordion, in others it can have up to 5 steps.

 

  1. Cart

  2. Shipping

  3. Billing

  4. Review

  5. Confirmation (receipt)

 

In the case of the latter it is important to track user fallout from step to step. This information will enable you to make decisions regarding the checkout experience. For example if you see an inordinate amount of users dropping out of your shipping page but not your billing page then it may be due to unnecessary form fields or an unusual page layout.

 

Form Abandonment Analytics

If a website has a one page checkout then it becomes more difficult to view kinks in the checkout experience. A great way to shed light to this problem in Google Analytics is to track the onBlur event that occurs when a user unfocuses on a form field. Events have a very convenient naming structure that relies on three parts - a category, and action and a label. They are really just three blank spaces that can receive any piece of information that you deem necessary. In this case a great example would be the following:

 

Event Category: Checkout Form Abandonment

Event Action: Submit Cart / Shipping / Billing / Submit Review

Event Label: Name / City / State / Credit Card

 

It is important to remember that you can only fire the name of the fields and not the value contained. If you fire personally identifiable information into GA you will quickly find yourself on Google’s bad side (not a good place to be).


If you would like to learn more about SEO, web analytics, or user experience as it regards to your website and Truvisibility you can learn more at http://www.truvisibility.com/en/blog. If you are interested in trying Truvisibility out today simply go to truvisibility.com and press the “Get Started” button, it is free and easy.