So you’ve got your ecommerce website up and running. You worked with a great designer for your logo, you’ve put together a strategy and you even uploaded some products. What’s next? Sales, of course!
There are a few ways to boost sales which we’ll discuss in a future article but for now, let’s just focus on actually tracking these sales, or conversions as they’re also known. This is a very important aspect to keep in mind when managing a website – it will allow you to further improve your marketing strategy and optimize it.
What Are Conversions and Why Are They Important?
(Photo : Google)
In marketing, a conversion happens when a website visitor completes a desired goal. This can be as simple as filling out a form or subscribing to a newsletter or as complex as making a purchase. With this information, we can easily determine the conversion rate, using the number of conversions, divided by the number of visitors.
When it comes to assessing the performance of your ecommerce website, the KPIs (Key Performance Indicators) associated with these conversions are crucial in determining the effectiveness of your business strategy and marketing campaign. The only way to calculate your return of investment is to measure how many users convert.
So How Do You Track These Conversions?
There are a few ways to track conversions but the most effective out there is Google Analytics. This program was established in 2015 and has been helping various industries gather key data for their websites. From HR, to travel, law and even food, Google Analytics helped thousands of businesses achieve their marketing goals.
But when it comes to an ecommerce website, Google Analytics is an absolute must-have. You see, data is crucial when it comes to sales. And accurate data can help your business reach new heights of success, while inaccurate data can drive sales to an all-time low. So, it’s important you gather and understand the information Google Analytics provides for you.
How To Track Your Ecommerce Data With Google Analytics
When used correctly, Google Analytics is a powerful tool that can help you improve your marketing strategy and drive more sales. But first, you need to know how to use it and what data is relevant. We’ve put together a small how-to guide that will take you through the first steps of setting up and using your Analytics account.
Before you can use Google Analytics to its full potential, you’ll have to connect it to your website. Usually, this would’ve been done by inserting a piece of code in your website’s header but with Wix, for example, you have the option to add a Google Analytics tracking ID to your website in just a few clicks. No programmer needed; you can easily do it yourself!
Getting the setup ready.
Naturally, you’ll need a Google Analytics account. If you have a Gmail account, you already have access to one. If not, go ahead and create one. After logging into your Analytics account, you will see the Admin option at the bottom left of the sidebar menu.
Go ahead and click that so you can open a three-column menu. From there, you’ll just have to find the Goals option and click on that.
Establishing the goals.
If you’re new to the platform, just go ahead and select one of the preset goals that Google has for you: Revenue, Acquisition, Inquiry and Engagement. From here, you will need to add some labels so Google knows what event you want to track. Do you want to track a user’s actions? Do you need to know what specific page they’re clicking? Now’s the time to determine that.
And that’s it, very briefly explained. In a few days, you’ll have some nice graphs with conversions to analyze. But until then, there are a few other things you need to keep in mind.
Find Even the Smallest Opportunities
Google Analytics can also help you track the types of devices your users are visiting your ecommerce website from – mobile and desktop. At some point, you might notice that while the number of visitors is high on mobile, the number of conversions is lacking.
(Photo : Google)
This is how Google tells you that you need to better optimize your ecommerce website for mobile. Sure, you might think it’s already mobile-friendly, but is it truly? Here, we recommend testing your website on multiple types of mobile devices to make sure it flows nicely and it doesn’t overcrowd the user’s screen.
Converters vs. Non-Converters
The sad truth is, a huge majority of your ecommerce website visitors will not convert. Not from the very first visit, at least. Most of them are just there to have a look, compare prices and analyze options. So, you need to take a better look at those who did convert and see what actions they took.
(Photo : Google)
For example, Susan converted, while Robert did not. So it’s better to focus on Susan’s actions rather than Robert’s. And you can do that by using the Segments option in Google Analytics. From there, go ahead and select the Converters and Non-Converters options. This will allow you to see how the converters experienced your website, along with all the steps they took to become clients.
We cannot stress the importance of Google Analytics enough. Especially when it comes to an ecommerce website. It allows you to track everything your visitors do on your website, offering you crucial information for improving and boosting your marketing and brand strategy.
Adding Google Analytics to your ecommerce website only takes a few minutes and it’s maybe one of the most important things to consider even before launching it. The insights you’ll get will help you analyze your data, track your conversions even better and power up your business.
Google Analytics is packed with precious reports and information that can make or break your business. So what are you waiting for? Start tracking your ecommerce conversions and see the difference for yourself!