Launching An eCommerce Site? Watch These Top 5 Google Analytics Metrics!
Ecommerce, E retail, Online Commerce, is the buzzword you are hearing all over. Everybody is excited about the prospect of eCommerce websites and bunch of facilities they offer to millions of consumers. Nothing is more rewarding, as well as daunting a task is to start an eCommerce site of your own. Do you know the real game begins after the eCommerce site has been launched? Most important task is to measure the different metrics that acts like indicators of your website health and growth.
Just after the launch, eCommerce site owners get busy with some very common stuff like payment platform, marketing campaigns, data, data, and more data but seldom they realize it’s also equally important to track the effectiveness of the entire endeavor and campaigns to reassess the future strategy. Instead of getting overwhelmed with big data, it is the important to focus on specific data metrics to realign the strategy. Some very important metrics crucial for a new ecommerce website are discussed below:
Percentage of New Visits
Percentage of new visits to a new commerce website is an indicator of marketing effectiveness, whether from paid or organic. New sites should strive to continually attract new visitors by focusing on effective campaigns. The focus is to achieve maximum gaining traction in the market. 75 percent or more new visitors should be the aim point of site owners.
This data can be found on the standard report page of Google Analytics. You should also assess the source of these visitors.
Pages Per Visit | Average Visit Duration | Bounce Rate
What is common among all 3 metrics? They measure the next most important thing after traffic – Traffic engagement!. Visitors should stay and explore your site to the fullest. Site navigation , design , content, etc. should appeal to them. Low pages per visit, less duration, and high bounce rate indicates glitch in the traffic flow process and demands your attention. Look for the exit pages and use heat maps to find the flaw. A/B testing can help to know what work and what does not.
Landing / Exit Pages
Entry and exit pages of visitors not only give you relevant insight into page effectiveness, search queries, but also inform which pages have turned off visitors. Better concentration on landing or exit pages would find you the reason of abandoning. It might be due to the content, or the bland design, or the navigation. ECommerce websites initially should target visitors from long tail keywords, as it would take time to win organic search game for competitive keywords.
Inpage Analytics/Tracking Event
You now know the visitor rate and time spent on website but do you know what are they doing about it? In page analytics and event tracking feature can give you valuable insight into everything that is occurring on your eCommerce site. Inpage analytics let you know the percentage of clicks on speicifc areas on your website, versus the rest of the page. If the clicks are occurring on desirable portions, you can be sure the design and navigation is working as per the plan. Now comes the next part, that is tracking the number of times a desirable event occurs on your website and assigning a value to a specific clock. You can label the events , set up metrics for conversion, and see the full user flow for that particular event. These layouts give rich data useful to create the layout and usability of an eCommerce website.
Multi Channel Funnels Marketing
This strategy is part of marketing attribution important for eCommerce websites. It is tracking the important pages, the path to conversion, and where the bounce rate is getting higher. Now there are 2 parts to it-
a. Set up e commerce tracking
b. Set up a conversion goal
New eCommerce sites should preferably go for the eCommerce tracking option where the visualization is much detailed, however setting up a conversion goal is easier so is tracking user funnel. One needs to add the goal URL on every important page as well as on the confirmation page. Put the code also on the checkout page to get more info on abandoned carts, and see the conversion path for your visitors. The page on which they are bouncing back , needs special attention. Knowing the number of visits before a conversion occurs is a very powerful metric, especially in the initial phase of your website.
Starting a new eCommerce site can be overwhelming, but to get desired conversion within allocated budget is important to track your marketing efforts with hawks eye and revising the planning accordingly.
HAPPY SALES!!!!!!!!!!!!!!!!
