Where to find hidden gems in Google Analytics for ecommerce

David Linder

David Linder

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

Learn how exactly to use and transform data into actionable insights to boost your conversions for ecommerce

One of the reason why companies fail is they are unacquainted with the changes in the economic environment. Statistics are showing that roughly 80% of new businesses survive past their first year of operation. Nowadays, data may be the primary currency and driver of growth. Using data and the correct tools to investigate it, we’ve the power to create growth regardless of the size or age of the business enterprise.

Transforming data into actionable insights ought to be the daily aerobics for a company

The problem with one of these companies is they sleep on a great deal of data. They will have pure gold within their database: information regarding customers, visitors, the marketplace, but they aren’t using it to obtain actionable insights. To become a data-driven company, you must have the inner habit (from upper management to every level) to check out the info and generate insights regularly. Everyone in the business should understand the significance of his role, the impact he’s got and the changes he causes.

Being a data-driven company methods to be an adaptive, flexible and aware company. The firms that pass the test of time and overdeliver value to the marketplace aren’t necessarily the largest, however the ones which are agile and adaptive.

To be an adaptive company, you must have an obvious vision on the direction you’re going, why are you currently heading there and what your mission is. Not surprisingly critical aspect, why aren’t more companies using data correctly?

Why is data so difficult to utilize?

There are three significant reasons why data is indeed hard to utilize sometimes.

Let’s assume that the business has passed the issue of not collecting data about visitors and customers, in fact it is continuously gathering up information. To deal with data, we’ve these three problems:

  • Huge level of data. Data is everywhere in fact it is very hard to utilize in the event that you don’t have the correct tools and individuals which will digest and correlate the info;
  • You need time and energy to collect and process the info. That’s where artificial intelligence should come in to the picture;
  • Lack of strategy from upper management – tracking the incorrect KPIs rather than focusing on those that really matter.

Here’s a fascinating and invented KPI to munch on: the ability to adapt to the marketplace (CAM) – just how many changes have we manufactured in the organization, just how many data-driven changes have we manufactured in the final month. Top of the management and the strategy aren’t centered on what the truth appears like, being hypnotized concerning the daily operations and past results, forgetting that the near future is one of the ones that induce it.

Where to consider hidden gems in Google Analytics

One of the very most reliable and used tools to investigate data is Google Analytics. Without a doubt how to locate the hidden gems in GA for the eCommerce website.

First of most, I would like to emphasize this: you can find no recipes to ensure success, but there are several guidelines it is possible to follow plus some particular methods to grab the info to get the hidden gems in Google Analytics.

You have the dimensions and the metrics. In case you are focusing on the proper dimensions then it really is simple: use classic Pareto’s law. You will need a methodology to get the hidden gems in GA. The initial step would be to consider the main dimensions of one’s website.

One dimension to investigate may be the traffic source.  Analyzing the traffic sources it is possible to look to just how many visitors are via x and y, but let’s pause for another and consider what the focus of an eCommerce is: the conversions, right? Which means the revenue per visitor may be the most significant metric. If you are considering the revenue per visitor and the full total revenue, you start to see the global picture. But, the question is, which will be the channels which are generating the best revenue per visitor?

While analyzing the traffic sources, learn relevant stuff regarding just how many sessions or users are from the specific channel and just how much revenue they’re generating.


Other dimensions could possibly be:

  • the behavior: returning vs. new visitors
  • the technology utilized by the visitors

But they are only segments. It is possible to go in-depth and find out new sub-segments by combining the behavior, the technology, and the channels. It is a complex process in fact it is hard to be processed by the human mind – we have been now living the final days where data analysts are compiling vast levels of data, all will undoubtedly be made using artificial intelligence.

I mentioned earlier the Pareto rule. Here’s how it works: you have a look at the 20% of the traffic that generates the 80% of one’s revenue. What I’m now suggesting would be to analyze the visitors which are converting. Start out with the finish at heart and investigate the behavior of the very most valuable customers. This kind of analysis can reveal important insights: x% of the clients are performing a search, are considering a lot more than 10 pages in a single visit on your own website, are adding items in the wishlist or are employing a particular filter. Thus, considering the customer’s onsite path, the landing pages and the exit pages will probably take your organization to another level.

Which will be the most significant findings that I came across in my a decade experience in the eCommerce industry?

The most significant thing you ought to be searching for in GA can be an anomaly – things that are not said to be there. For instance, you can find that the web site is not focusing on a kind of browsers – you have 0 conversions from 4% of the traffic.

Another finding relates to the behavior. Focus more on the behavior rather than so much on the traffic source, as you want to identify the favorable behavior, amplify it and make the other visitors have the same pattern on site.

What may be the next methodology to become a data-driven company

Accurate tracking

The pillar of a data-driven business would be to be sure that your tracking is correct: your GA is correctly implemented, you’re removing the robots, you’re filtering spam. You’re tracking these potential customers very accurate.

Data analysis

The next thing would be to analyze the available data. Having someone in your team with this particular role isn’t optional anymore.

After this part, you transform the outcomes of the analysis into actionable insights that may help you create hypotheses. Understand that it really is useless to possess insights that are not actionable. Now, prepare hypotheses which are reliable and predicated on data. I’ve seen way too many optimizers and digital marketers doing new experiments predicated on guts. That’s not the best way to take action: you need to ask yourself what’s the hypothesis behind every experiment or what’s the data-driven insight that brought one to a particular hypothesis?

Once you have clear hypotheses, prioritize them predicated on any kind of structure: pie charts (from Widerfunnel), potential impact and ease score. Turn your hypotheses into experiments. Whether you do an AB test, a web personalization or an NPS survey make certain the experiment is deployed and the KPIs are measured correctly.

This is really a visualization of the advanced strategy:

visual of advanced strategy

In the finish, based on the right path to interpret the info and decide if an experiment is really a winner or not, you need to understand the difference between frequentist or Bayesian statistics. At Omniconvert we’ve two forms of approach: small websites can depend on Bayesian statistics and websites with high level of traffic may use the frequentist statistics.

After each one of these steps, it’s time to start to see the results and discover in the event that you had successful or perhaps a loser experiment. I strongly think that an experiment is really a loser only when you don’t analyze it , nor learn anything as a result. Sometimes you win, sometimes you learn. Education can be an important part of your methodology.

In case you’ve got a winner, obtain the insight and journal all of the optimization story behind it. The truth is never to stop here with the winning experiments, but to go further and do the post-experiment analysis to ensure the effect wasn’t a false positive. Relying only on the experiment’s timeframe isn’t solid and may offer you an illusion concerning the real situation.

To sum this up, there exists a solution to grow your organization using data. You merely need the proper tools, the proper methodology, and the proper people. If you prefer a tool that may empower one to gain instant value for the eCommerce, we’ve launched an automated conversion rate optimization insight generator predicated on Google Analytics.

Even in case you are working as a manager, digital specialist or CEO, it’s likely that that you will be pissed off by the growth rate of one’s company. To boost this crucial metric, you will require insights. It involves my mind now the famous quote from Jim Barksdale, former CEO of Netscape “if we’ve data, let’s look at data, if all we’ve are opinions, let’s opt for mine!”.

All in every, ensure that you have data and insights to modify things around you. You cannot grow professionally if you don’t change your ways and environment.

David Linder

David Linder

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

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