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Periodically monitoring the movement of your virtual store is essential to be able to create strategies and tactics for growth. And today, more than ever, it is possible to do this in a scientific way through systems such as Google Analytics for e-commerce.
Google Analytics is software that can be integrated into a wide variety of websites, including online stores like yours, through a snippet. This snippet , in turn, is a JavaScript code that, when inserted into your e-commerce pages, measures data on visits, interactions, conversions, etc., from your customers.
This data collected on your e-commerce site is displayed in numbers and graphs on dashboards within the software. They can be accessed by logging in with a Google account via browsers on desktop and notebook computers. In addition, the feature is also available in mobile app format.
Analytics provides multiple dashboards of data such as demographic statistics, speed and landing pages, among others. Check out some of the dashboards that you, as an e-commerce owner and manager, should check periodically through this system.
As soon as you can, also click on “ VTEX Insights ” and learn about a native e-commerce performance tracking tool on the VTEX platform.
GOOGLE ANALYTICS FOR E-COMMERCE: WATCH YOUR VIRTUAL STORE PERFORMANCE
Right after installing Google Analytics on your online store, start tracking reports like:
1 - Demographics:
Discover who your most frequent e-commerce customers are. Find out, for example, if your audience is predominantly male or female. Also, understand their age range. Use this data to create Buyer Personas , among other initiatives.
2 - Acquisition:
Understand what are the main sources of traffic to your e-commerce site. See how much consumers access your pages from social media, organic content or directly.
3 - User flow:
Understand the main paths consumers take when they are inside your virtual store. Know what your main entry and exit pages are. Watch how they interact on intermediate pages.
4 - New and recurring:
Find out what percentage of customers return to your online store. Understand, therefore, how many of your visitors are about to become email marketing subscribers . Furthermore, also find out how many of them are visiting your site for the first time.
5 – Duration of the session:
Find out how long each visit to your online store takes on average. Find out, for example, how many sessions lasted 10, 30, 60, 180 seconds or more. Based on that, improve usability and content to improve engagement time as well.
6 - Speed:
Identify which sales pages are loading slowly and make them lighter. Optimize the photos and coding of these pages so that they can load in 2 seconds or less. This way, you can retain more customers and generate more sales.
7 – Electronic Commerce:
Understand which periods of the year your e-commerce sells the most and which ones sell the least. View your Marketing's relationship to monthly invoicing and much more. Based on this data, develop campaigns to enhance performance.
8 - Mobile:
Recognize which devices are most used to access your e-commerce site. Find out the percentage of consumers who access via mobile, desktop, tablet. Also know the name of the devices used at the time of the visit, among other data.
9 - Goals:
Set goals and assess whether or not your online store's goals are being met. Through them, it is possible to discover, for example, the frequency with which consumers perform various actions such as making a purchase, logging in, submitting a form, etc.
10 - Real time:
Monitor consumer activity in your online store in real time. Know how many people are on your site right now, on which pages, their geographic locations, referring keywords and other parameters live.
Finally, it's worth mentioning that Analytics can be integrated with tools like Search Console and Google Tag Manager , among others, which increase the quantity and quality of data about an online store. Integrating everything is worthwhile.
GOOGLE ANALYTICS FOR E-COMMERCE: CONCLUSION
“Know thyself” encouraged an inscription at the entrance of the Oracle of Delphi in XNUMXth century BC Greece It fits like a glove in electronic commerce because those who know their own business better can also optimize it better and thus become more successful.
Then use Google Analytics to know, that is, to make discoveries about your e-commerce. This will undoubtedly help you to grow and stabilize your brand in the market.
Access and read the post " E-commerce Data " as well. Learn 10 statistics you need to know before setting up an online store.
