It’s safe to say E-commerce business is one of the most popular and profitable industries these days. People simply find it easier to buy their products online. Naturally, this new trend is a good thing for all E-commerce website owners out there, but this also means they have to step up their game in order to beat their competitors. 

So, if you own an online store or you plan on owning one someday, you’ve come to the right place as we are about to tap into the importance of Google Analytics and how it can help you to make your E-commerce business more successful.

Why Is Google Analytics Crucial For E-Commerce Websites?

You probably heard people saying that you can’t have a successful and profitable online store without using Google Analytics and tracking certain metrics. Have you ever asked yourself – why is this so important? The answer is rather simple.

E-commerce business thrives on data!

To be more precise, it thrives on accurate data. Without it, online store owners are simply shooting in the dark and this is not good for business. In fact, working with faulty data can be devastating for your E-commerce business. This is why people from this industry often say that it is better to work without any information whatsoever than to make decisions based on inaccurate data. Naturally, the ideal scenario is to have reliable intel at your disposal.

This is where Google Analytics comes into play.

Google Analytics allows you to track actionable information about your user’s behavior like:

• how your customers are behaving on your website
• what pages they are visiting the most (so you could know which pages you should improve and optimize better)
• how much time they spend on those pages (this will tell you whether your pages are engaging or not)
• the location of your customers (by knowing the location of your customers you can make your offer more interesting and diverse)
• the performance and results of your SEO strategies (this feedback allows you to better optimize your website)
• conversion rates (tracking your conversion rates allows you to see how many site visitors have become paying customers)
• bounce rates (the percentage of visitors to a certain site who leave after visiting only one page)
• interactions per visit (this metric helps you to see how many interactions your visitors have during one visit. This helps you to better understand the customer’s path to purchase)
• exit pages (this allows you to see on which page the customer decided to leave your site)

 

By using Google Analytics you can track all of these rather important metrics and observe the behavior of your customers. This insight allows you to stay in touch with the latest trends on the market, reach wider audiences, and make sure your customers find what they are looking for on your website.

Keeping Your Website Optimized and Your Customers Satisfied

One of the aspects that set successful companies apart from the rest of the competition is good content optimization. We all want to provide our customers with the content they are looking for.

But, how do you know what your buyers want to see on your website?

Google Analytics can help you to figure this out. This tool has a built-in feature called Search Term report that allows you to see what your customers are searching for on your site. This way you don’t have to conduct long surveys, you can simply see the exact words, products, and items your buyers are searching across your platform.

This way you can create perfectly tailored content for your target audience, which will keep them satisfied and potentially provide you with better rankings on Google.

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E-commerce Tracking Is A Must

Google Analytics is a great tool all website owners should use, but it’s especially useful to anyone who owns an online store. This is because GA has a special feature called E-commerce tracking which allows you to track all the important metrics related to your online store and E-commerce business in general. So, if you want to improve your store, stay in touch with the latest trends, get to know your buyers better, and be more profitable, you should definitely turn on E-commerce tracking in your Google Analytics account.

However, you should also know that there are two kinds of E-commerce tracking in Google Analytics you can utilize. Standard E-commerce tracking and Enhanced E-commerce tracking. 

Let’s see which metrics you can track with these two features.

Standard E-commerce tracking:

• Total Orders
• Total Tax Cost
• Total Shipping Cost
• Total Quantity Purchased
• Products Purchased
• The Number of Products Purchased
• The Category of Products Purchased
• Conversion Rate

Enhanced E-commerce tracking:

• Total Orders
• Total Refunds
• Total Tax Cost
• Total Shipping Cost
• Total Revenue
• Total Quantity Purchased
• Products Purchased
• The Number of Products Purchased
• Buy to Detail Conversion Rate
• Cart to Detail Conversion Rate
• Ecommerce Conversion Rate
• Products Added to Cart
• The Number of Products Added to Cart
• Products Removed from Cart
• The Number of Products Removed from Cart
• Product Checkouts
• Checkout Abandonment Rate
• Product Detail Views

As you can see, with Standard and Enhanced E-commerce tracking, you can track almost all relevant E-commerce metrics. With insight as thorough as this one, it’s safe to assume that your online store will thrive.

Conclusion

Google Analytics is a powerful tool that should definitely be in your digital toolbox. In the E-commerce business, acquiring accurate data is crucial for success. So, if you want to make a breakthrough in this competitive market, you simply can’t allow yourself to take wild guesses. Rest assured, Google Analytics and its many useful features will illuminate your path to success.