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E-COMMERCE CONVERSION IN ANALYTICS - HOW IS IT DONE?

In chapter 4 we'd shown how to enable e-commerce conversion mechanism in Google Analytics. If you haven't done this yet go to chapter 4. You'll find there necessary information about enabling e-commerce counter in your online store.

If you've already configured your Analytics to count your online orders, please go on with this chapter.

Is it worth having e-commerce enabled in my store? Check out the reports you'll get and make your decision.

The first basic summary report looks as follows:

Please notice some very important info:

  1. E-commerce conversion rate,
  2. Transactions,
  3. Income,
  4. Average order value.

Each online retailer depends on the fact that these ratios were the highest. Note that such information can be found in every online store CMS. It is true however, the Analytics real e-commerce power is visible only in subsequent reports of this group, as well as in comparisons picturing Analytics and e-commerce data correspondence. Let's have a look at them.


REPORTS FROM CONVERSION GROUPS/E-COMMERCE

PRODUCTS PERFORMANCE

In this report, you can analyze the popularity of the products that have been purchased in your store. In addition, you may also switch between products table and products categories to check stats of stores categories. You can find out how many orders of a product or within certain category were done, including info about any price values or even an average order value. It is possible to add another dimension and find out how did the customer had found the product. See:

SALES EFFICIENCY

Summary report of daily sales presented on a certain time range. We'll see very helpful information by adding an extra dimension called "Days to Transaction". Find out what is the average time to complete a purchase by your customer:

ORDERS

The report is similar to others but the main division is carried out after the order ID from your store. Interesting news are displayed after creating an additional dimension e.g. "access screen". You'll learn where had your customers begun their purchase journey which had led to sale. Example:

Monitoruj.pl online shop is our example in all presented reports. This is our shop.

TIME TO PURCHASE

A recent report of e-commerce group that specifies the purchase time (I've already mentioned this above). Here you can see value aggregates.


USE OF E-COMMERCE CONVERSION DATA IN OTHER REPORT GROUPS

ACQUIRING

Personally, the most valuable for me is the group of reports called "Acquisition" in conjunction with e-commerce transactions. The simplest and brief report are located here: Acquisition / Channels.

Change the type of data visualization to "Effectiveness"

Here we have income data separated by its traffic source. See how much you sell through organic SEO positioning (Organic Search), AdWords (Paid Search), Social media, referral websites and via direct visits.

By entering each group you will see traffic details such as: keywords list, referring pages, Social Media, etc. For example:

At this point I have to mention the very important issue: please do not judge listed marketing activities only in terms of this report.

Not every purchase is done immediately after entering the page. Sometimes you need a few days and several sessions for that. It may happen that your site will be visited in a variety of ways i.e. First, with Google, then from Facebook, etc. You need to be aware of traffic sources that wont generate sales directly but in a significant *support the whole process. Let's have a look on an example. Someone could access your tutorial, read it and find out about your offer. The next day, the customer may enter the product through AdWords campaign and make a purchase. You will see AdWords as the basic source that led to the sale but without an earlier visit through Facebook this purchase would not have occurred. To see exactly how each of the traffic sources work you have to use the mechanism of MCF (Multi-Channel Funnels). I will describe it in the next chapter.

SEGMENTATION IN E-COMMERCE

Remember, the segmentation that you can use in any may be used in any Analytics report, also in e-commerce ones. Let's see what possibilities do we get. This is how sales concerning gender division looks like:

WHERE DO YOUR CUSTOMERS LIVE

See how easily you can make a report about cities or even countries who are your major recipients. Go to report: Audience / Demographics / Location. Select the primary dimension "city". Select the "Percentage" table view (on the right). In the header of the table, select "Revenue". That's what you'll see:

We could multiply those reports several times. I encourage to work on this data and search for more personalized information. Always start with the findings, what do you want to know, and then find a report that will give you the exact answer. Please note that the e-commerce data can be connected with all other data about users and sessions in Analytics.

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