TRANSCRIPT
Hi Lucy Ross from e-commerce marketing here with a Google Analytics Update. If you have an eCommerce store then it is important to track everything that is happening on your website.
By default Google Analytics lets you track the traffic side of things, but there is also the added option of ecommerce tracking. This is really great for letting you know
- What products are selling and get some insight into where those sales are coming from.
- And it is also going to let you troubleshoot potential problems that are happening on your website.
Turning on eCommerce tracking
Now turning on eCommerce tracking on your website really depends on the platform you are using. I know on shopsite, big commerce and bigcommerce have really easy a couple of click installations, and platforms like prestacart have plugins that can be added. But it would pay to talk to your developer about turning that on.
If you decide you need some Google Analytics training we provide this service and can work through the steps to see if it is something that is easily turned on with your shopping cart, if it is an easy installation we will install it as part of the training – or if your CMS is not set up for e-commerce tracking it will be a case of talking to your developer as to wither or not they can implement this.
What kind of things should you be tracking with E-commerce Analytics?
- How many sales you get each day, month, hour
- Your conversion rate – what % of the website’s visitors is actually buying something.
- This most popular selling product
- Shopping cart abandonment – people who add something to their cart but do not buy. This helps troubleshoot things that could be going wrong in your shopping cart and if you find you have a sudden change in the numbers you can go and have a look and troubleshoot what is going wrong.
- The average number of orders
- The average value of an orders
- Total sales during any given period
- Compare your e-commerce statistics against other periods and see how they are tracking and if you are growing.
Basically, this gives you a really good insight into what is happening with your sales so that you can make decisions about improving your website and growing your profits.
The technical side of things
So how does the technical nerdy side of things work? Well basically the content management system of your website will either have this option or it will not.
If it does it pulls in your product’s prices, their names, their codes if someone gets to the point of making a purchase and reads it into Google Analytics.
If this is not something that is part of the backend of your website, then you will need to talk to a developer about structuring that information in a way that it gets pulled into Google Analytics so it can report that information for you.
E-commerce Dashboards in Google Analytics
It is also a great idea to build an e-commerce analytics dashboard into your analytics account.
This will let you see in just one click how your website’s e-commerce sales are performing today, and this month and comparing it to different periods.
You can pull in your most important e-commerce statistics and click on that dashboard to see how things are going.
It is also super helpful from a marketing and sales perspective for easily viewing the big picture of how sales are going. Or to report to your boss, or whoever is concerned with the bottom line.
I am not an analytics guru… How can I get help with this?
This is Lucy Ross from ecommercemarketing.co.nz. If you need help with Google Analytics or perhaps you want some training about how to come up with a measurement plan and learn how to interpret the data that is coming through on Google Analytics so you can make marketing and business decisions then be sure to check out our google analytics training here’s the link…
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