Anyone who runs an e-commerce website has access to a massive amount of data.
This information offers a wealth of insight on things like customers’ interests and behaviour, which can help you to make your business more profitable.
But understanding how to analyze all the data can be intimidating to say the least.
And determining how to take action based on these insights can be even more of a headache.
Believe me, after so many years of building businesses online, I know how it feels to be overwhelmed by data.
But after so much trial and error, I’ve finally figured out how to make sense of it all.
Here’s some of what I’ve learned.
Google Analytics provides Search Term reports, letting you look at what people are searching for on your website.
To look at your report, click on Behavior and then navigate to Search Terms under Site Search.
These reports help you to understand what your customers want and how they go about searching for those things.
But it goes much deeper than that.
For example, customers could be searching for something you don’t currently offer, in which case, maybe you should consider offering it.
Or, they might be searching for something you do offer, but they’re not using the right words and/or phrases to find it.
In this case, you should use the data to optimize your content with the keywords they are using, making it easier for them to find things, and ensuring you’re not missing out on these opportunities.
If you want to improve your sales, you’ve got to understand your buyer’s journey.
Google Analytics allows you to do this by providing Behavior Flow reports.
These reports show how users are exploring your website, offering a visual representation of your buyer’s journey.
To check out your report, navigate to the Behavior Flow section of your Analytics account.
Here, you’ll be able to see how users landed on your site, the sequence of pages they visited once they got there, and where they were when they left, or “dropped off” your site.
This data can help you consider how to increase the effectiveness of your sales funnel.
For instance, if a page has a high number of drop offs, you should consider why that is.
Maybe the page needs a better call to action, the call to action should be placed in a better location, or your page content is distracting visitors from clicking on it.
In any case, without this info, you might not have known anything needed improving.
So, pay close attention to this data and use it to determine what aspects of your sales funnel need to be tweaked.
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If you want to make more sales, you have to understand your customers.
Luckily, Google collects user data from several different sources, allowing you to analyze their age, gender and interests.
If you want to look at the demographics of your customers, navigate to the Demographics section under Audience.
In the Overview, you have access to a detailed breakdown of who’s visiting your site based on age groups and gender.
To look at your customers’ interests, navigate to the Interests section under Audience.
In the Overview, you’ll see Affinity Categories and Other Categories, which show what percentage of users fit into each interest category.
Here, you’ll also see In-Market Segments, which show what percentage of users are in the market for different products and/or services.
Understanding the interests and demographics of your clientele lets you create better content and fine tune your marketing.
This allows you to align your brand with what’s important to your audience, which should help you to make more sales.
Understanding which devices your customers are using is arguably just as important as looking at their interests and demographics.
For instance, if the data shows you’re getting a ton of traffic from mobile devices and you don’t have an app, perhaps you should invest in one.
Catering to the way your customers want to shop by providing the convenience of an app could be just what you need to take your sales to the next level.
To compare desktop and mobile device users in Google Analytics, click on Audience and then navigate to the Device Overlap section under Cross Device.
You can also look at which mobile devices are being used to access your website by navigating to Devices under Mobile.
Here, you can look at data on the behaviour of those using different mobile devices.
You’ll find everything from the bounce rate for each device to the average session duration.
This kind of data allows you to pinpoint any issues with specific mobile devices that could be causing you to lose a lot of sales.
Do iPhone 8 users have an abnormally high bounce rate? Maybe you need to investigate why that is.
In order to ensure your e-commerce website is optimized for conversions, you’ve got to set up goal conversions on Google Analytics to track them.
To access goal conversions, navigate to Goals under the Admin section of your Analytics account.
From here, you can create new goals, turn data recording for these goals on or off, and see how many conversions you’ve gotten for each goal in the last seven days.
In addition, if you click on Conversions and then navigate to Overview under Goals, all the data on goal completions is laid out in a neat little graph.
If you’re not tracking this stuff, how are you going to know what’s working and what isn’t?
And if you don’t know what’s working best, you could be missing out on crucial cost-cutting and sales-boosting opportunities.
For example, testing call to actions with different phrases, colours, shapes, or placement using conversion tracking could have a drastic effect on your sales.
Is that red call to action button placed right above the fold blowing everything else out of the water?
Without conversion tracking, you’d never know.
Have these tips helped you to boost sales? Leave a comment and let us know.
Still not sure how to boost your e-commerce sales? Visit TheBestMedia.com and book your Free Strategy Session with a Digital Marketing Expert today.