Do you want to know what's happening on your e-shop and how to improve sales? Web analytics will provide you with valuable information about your customers' behavior.
It is exactly one of those parts that we should pay enough attention to and at the same time is often neglected because it can look chaotic at first.
Why is analytics important?
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Understanding customers: Find out where they come from, what they are interested in, and where they get lost in the buying process.
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You can find out where they spend the most time, what product they view most often, or what they added to their cart before abandoning it.
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Sales process optimization: Identify weak points and make necessary adjustments to increase conversions.
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You will be able to work with the places where customers leave without making a purchase. You can adjust, fine-tune, or give customers a much better shopping experience to minimize unfinished purchases.
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More effective marketing: You will focus on the marketing channels that deliver the best results.
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You can compare which platform has the best results for your e-shop and brings you the most customers. It is pointless to invest in something that does not give you results. On the contrary, it is important to notice things and invest in those that are beneficial for your e-shop.
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Key metrics that are important:
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Website traffic and its sources
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Conversion rate (percentage of completed purchases)
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Shopping cart abandonment rate
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Average order value
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Traffic sources
Tools:
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Google Analytics (basic tool for tracking traffic and user behavior). One of the most commonly used tools.
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However, analytics - at least in the basic version - should be provided by the platform you used for your e-shop. For example, I personally consider Shopify analytics to be among the most comprehensive and useful.
How to use the data?
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Remove obstacles in the purchasing process (such as a complex order form).
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Improve product pages (quality descriptions, photos, reviews).
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Personalize offers and product recommendations.
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Test different variations of your website and marketing campaigns (A/B testing).
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Observe and analyze. Sometimes, turn off your business side and look at the whole process from the customer's perspective. Alternatively, you can ask your friends for feedback, who will be much more honest with you in this regard.
Conclusion:
Web analytics are a key tool for a successful e-commerce store. By analyzing data, you can better understand your customers and optimize your website to increase sales.