How exactly to Use Ecommerce Analytics for Better Conversions

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
6 min read

When you operate an ecommerce store; you’re either losing or earning money. Sales are either up or down. Whatever your position, it is possible to always boost your store’s conversions to avoid the bleeding or make a lot more money

One of the very most accurate solutions to help you do that is by digging deeply into your store’s analytics. Analytics will help you discover what on your webpages isn’t working, or can be improved further.

Unfortunately, the stats on what ecommerce stores use their analytics is quite dismal. 80% of internet vendors don’t use Google Analytics properly, which reduces to:

  • Just 1 / 2 of all ecommerce stores even bother tracking their main conversion points
  • 67% of stores haven’t integrated social-media tracking making use of their analytics
  • 73% don’t bother to track micro conversions like newsletter signups or new registrations

When you closely monitor your analytics and understand them, however, it is possible to fix any problems and see greater results.

What Ecommerce Analytics Look Like

It’ll help us to define specifically what analytics come in an ecommerce context. Essentially, they’re any little bit of data that provides you more descriptive information about an individual behavior of one’s customers.

Going by this definition, analytics can cover an easy selection of factors, are just some of which are:

  • Where traffic to your site is via (organic searches, social media, etc.)
  • How long customers stick to a specific page
  • Where customers look first on a page
  • What page elements customers interact with
  • The bounce rate of a page
  • The conversion rate of a full page (both mini conversions and actual purchases)
  • The user flows on any given page
  • What specific keywords generate traffic

As you can view, there’s plenty of data that you could track in your store.

For our purposes here, we’ll concentrate on three, significant bits of analytics data in ecommerce stores and thoroughly analyze them:

  • Abandoned shopping cart software data
  • Landing or product page data
  • Heatmap data

Abandoned Cart Data and What related to It

An abandoned cart occurs whenever your customer clicks or taps on the “buy now” or “increase cart” button, thereby placing a particular item from your own store within their cart. Yet, for reasons uknown, they neglect to proceed through with the purchase in the checkout process.

Stats say that, typically, 15% of these who abandoned their carts will get back to obtain you. Sometimes, that percentage is really as high as 30%.

Whatever percentage or rate of abandonment your analytics are showing you, take heart that can be done something about any of it.

It goes without saying that you shouldn’t give up turning some of these abandoners into outright conversions. Sometimes, all it requires is really a small nudge. However, the simplest way to prevent this to begin with is optimizing your checkout process.

Here certainly are a few things that can be done from the start:

  • Address checkout fears by prominently displaying trust seals or symbols (BBB, McAfee, VeriSign, etc.) Up to 61% of shoppers won’t buy when trust symbols aren’t within the checkout process.
  • Encourage conversion completions by giving exclusive discounts at the idea of checkout.
  • Ensure that “free shipping” messages are prominently displayed throughout the checkout process since various case studies indicate that free shipping boosts conversions.

These preemptive tactics won’t bring your abandonment rate completely right down to 0%. So below are a few approaches to lessen your store’s abandonment rate as well as the above:

  • Send abandoned cart emails to check out up with customers who didn’t complete a purchase since 29.9% of most click-throughs in abandoned cart emails result in a recovered purchase.
  • Include a particular discount or coupon in your follow-up emails to sweeten the offer further.
  • Follow up with a Facebook remarketing campaign that uses Facebook pixels to track those that abandoned carts on your own site. And target them with relevant ads on Facebook.

Landing/Product Page Data and How to proceed About It

Check your analytics to see which pages are performing poorly in accordance with the rest, from the conversion and revenue standpoint. All told, this may cost your store lots of money over time. You can stop the leaking conversions and lost revenue by implementing several, sound fixes.

Poorly performing landing or product pages could possibly be the result of various issues. It may be anything from hard-to-see proactive approach buttons to page goals or user flows which are poorly defined and unclear. Fortunately that the fix for something similar to that is very straightforward.

Research implies that product pages that feature well-defined storytelling, instead of just rote product descriptions, boast higher conversions.

One research study revealed a product page for bottles of wine with rich storytelling boosted conversions by 5% compared to the control pages that featured only product descriptions.

In this case, having a tale within the product page helped to persuade more folks to convert, so rather than just writing dry copy to spell it out your product, involve your visitors by telling them a tale about your product.

Something as simple as putting your proactive approach button above the fold can likewise have dramatic, results on landing-page conversion rates. One research study for reduced WordPress editor tool revealed that including a large, easy-to-see proactive approach button in the brand new page helped to improve conversions by an extraordinary 47%.

Heatmap Data and How to proceed About It

Heatmaps are used to show user behavior on specific pages. Because of this, they offer extremely detailed insight into how your customers build relationships a particular page in your store.

This can offer eye-opening “Aha!” moments that suddenly reveal why customers didn’t click a call-to-action button. Maybe they quit as the long page forced them to scroll down too much time. Or why they click from a full page before finishing an individual goal. Perhaps you have way too many distractions by means of unnecessary links prior to the final call-to-action button.

In any case, heatmaps may also be simpler to analyze because they’re extremely visual. This makes them ideal in the event that you don’t prefer to pore by way of a large amount of statistical data in, say, Google Analytics. The wonder of heatmaps is they provide direct answers or at the very least indications of what things to fix.

One research study cites a heatmap on a site-growth automation tool’s website determining that its customers were mainly simply clicking content and calls-to-action on the left side of a page, with a tapering effect toward underneath of the page. This so-called F-shaped pattern of absorbing content indicates that stores should put the more important content on the pages toward the left side of a full page.

Another research study involving heatmaps conducted by way of a UX-research firm revealed that users have a tendency to only look at images on pages which are relevant while ignoring gaudy images like stock photos.

Armed with information such as this, you can make sure that your store’s product pages only show relevant images of one’s items. It’s also advisable to eliminate unnecessary stock photos which are filler and placeholders.

Another research study involving heatmaps performed by an optimization split tester discovered that the size, color, and keeping your proactive approach buttons could have a profound effect on your conversions.

On a website landing page with three, competing calls to action, the CTA that had the best conversion rate had the next features:

  • It stood out probably the most because of size and color
  • It had probably the most persuasive and easy-to-read copy
  • It was positioned to be among the page’s main focal points

Armed with this particular information, it is possible to increase your page’s conversions, too, by ensuring your CTA shares these three characteristics in the event study.

Accurate Data Always Helps Conversions

Think of one’s store’s analytics data because the key to boosting your conversions and upping your sales. Going for a deep consider it may be the difference between continuing to leak money (or not make just as much as you will be) and enjoying a rise in revenue.

If you’ve ever wondered why a particular page of one’s store is performing just how it really is, your analytics could have the answer. Although it may seem overwhelming initially to pore through the info, it’s really worth it to help make the adjustments you should operate a far more successful store.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

Leave a Comment