E-Commerce Analytics Masterclass: Lesson Six
You have all your data in place. You know who your customers are, how your campaigns are performing, which channels are getting you the most sales and which products are a hit amongst your customers.
But that doesn’t mean you’re going to be able to convert all visitors into subscribers or customers.
For that, you need to know where you’re losing a visitor after they reach your store. And then using that data, you need to optimize your site to nudge an interaction before they decide to leave.
Using Google Analytics Users Flow to identify store leaks
The Users Flow is a simple report in Google Analytics that helps you visualize the path of a visitor on the store.
It gives you insights into where the visitor is coming from, what elements they interact with on the site, how they navigate through the pages and where they tend to leave.
But that’s not all.
You can see all these user actions based on demographics such as country, landing page, the campaign they came through, their device, browser, etc. This helps you create better customer segments and track market performance based on demographics.
When you track the traffic and drop-offs in each path, you are able to optimize their journey to encourage an interaction before they leave.
To be able to set this up, here’s what you need to do:
Step 1: Sign in to your Google Analytics account and select the website you want to analyze to understand the user flow.
Step 2: To view your Users Flow report, simply head over to Audience > Users Flow.
Step 3: Understanding the Users Flow
The green boxes in the report represent the pages on your website, labeled as URLs. To track how visitors flow from one page to another, see the gray lines – if they’re thicker, there are a number of users on that path.
The red lines in the Users Flow represent the percentage of visitors that are exiting the site after landing on a page.
The report is by default shown based on the ‘country’ your users are from. You can choose to change the dimension to their browser, browser version, city and more.
While these three steps can give you an overview of where you’re losing customers, there’s a lot more data you can dive into. ConversionXL recommends these 10 Google Analytics reports that tell you where your site is leaking money.
Not sure how to use Users Flow on Google Analytics or need help in setting up a custom report, reach out to us on firstname.lastname@example.org.
With the Users Flow report in your hand, you can identify the pages that are leading to check out the most and those at which users tend to drop off. The next step is to take note of some critical e-commerce metrics that define your store’s success.
Top e-commerce metrics for conversion optimization
Page load time
One of the first and foremost e-commerce metrics to track is the page load time. It refers to the total amount of time it takes for all the content on a page to load with its complete functionality.
With every 1-second delay causing a 7% decrease in conversions, you need to make sure this metric remains as low as possible.
Another e-commerce metric to keep an eye on is the bounce rate. It refers to the percentage of visitors who leave your site immediately after landing on it.
If this number is too high, it means a few things are not going the way you want them to. Your campaigns may not be targeting the right audience, you are not targeting the right keywords and your organic traffic is irrelevant, your site is not optimized for different devices and more.
Remember, the lower the bounce rate, the better it is.
Time spent on site
This e-commerce metric refers to the average amount of time visitors tend to spend on your website. While this metric is not entirely reliable as they might have kept your site open in another tab, it gives you an idea of how much time your online shoppers are willing to spend on a store to make a purchase.
Cart abandonment rate
The cart abandonment rate refers to the percentage of shoppers who added an item to their cart but did not complete the purchase before leaving the site. According to Baymard, the average cart abandonment rate is 69.57% – which is like losing more than half your sales. So be wary of this e-commerce metric.
Product page conversion rate
This e-commerce metric shows how effectively you’ve optimized your product pages – product images, videos, descriptions and more. It simply shows how many shoppers turned into your customer from a product page.
If you’re looking at getting an overview of how your site’s performing, track the conversion rate closely. The KPI gives you the percentage of site visitors that actually turn into customers. This can also be calculated by simply dividing the total number of sales made over a period of time by the total number of site visitors in the same duration.
With the reports in hand and the critical e-commerce metrics measured, you know what’s been working for you and what’s making you lose customers.
The next step is to optimize your store for higher conversions.
So we found you all the apps you will possibly need to improve your on-site and off-site conversions.
On-site Shopify apps to improve conversions
Site heatmaps: Lucky Orange
Lucky Orange provides heat maps that help you understand how the shoppers see and interact with your store. The dynamically generated heatmaps help you understand what elements a shopper tends to interact with the most and which often confuse them. It helps you optimize the online customer journey for more conversions.
Interactive email popups: WooHoo
WooHoo brings a twist to the age-old email popups with gamification. It retargets visitors on your store with a popup window that makes them an offer in lieu of their email address – only, in this case, the barter includes having to first play a game like the reel of coupons, pick a gift, wheel of coupons or the card dance.
On-site notifications: Fera.ai
Fera.ai is exactly what you need to create a sense of urgency in visitors who tend to make a purchase in the first few visits. You can use on-site notifications to remind them of a deal that’s ending soon with a countdown timer or display how many customers have purchased the product they’re looking at.
Live chat: Tidio
Tidio offers a live chat for stores to help their shoppers. Most shoppers abandon purchases when they’re not sure about the product or how it can be of use to them. With a live chat, you can offer them the support that is similar to the assistance at brick and mortar stores. Help them pick the right size, recommend products and more to turn shoppers into customers.
User reviews: Loox
Loox helps you collect product reviews – be it in text or along with product images. With more people trusting recommendations from others like them, social proof plays a critical part in on-site optimization for higher conversions. Win the shoppers over by showing them how loved your products are.
Optimized thank you page: ReConvert
ReConvert helps you build thank you pages that are optimized to turn customers into repeat purchases. Since most shoppers tend to get distracted by deals from competing brands, it is important to ensure that you make the most of the last step of checkout – your Shopify thank you page. Collect more shopper data, upsell products or promote another deal to boost your on-site conversions.
Off-site Shopify apps to improve conversions
Web push notifications: PushOwl
PushOwl helps you send web push notifications that are targeted at bringing back shoppers. No matter what you do, there will always be a segment of shoppers that don’t complete a purchase before leaving. It is important to keep these shoppers engaged with timely promotions and deals to create FOMO and have them come back to the store in no time.
Facebook Messenger marketing: Flashchat
Flashchat enables online stores to bring in Messenger marketing to their optimization strategy. It helps you reach customers where they are the most active, with automated and personalized messages that drive them back to your store. Promote a new deal, offer a custom discount, send a cart reminder and do more to increase conversions.
Email marketing: Spently
Spently helps you set up email marketing campaigns that turn shoppers who chose to subscribe to your newsletters instead of making a purchase. You can use discounts, product recommendations, and referrals within your email template to increase your conversions and even drive repeat purchases.
Text marketing: SMSBump
SMSBump enables you to set up text marketing campaigns to promote products, deals and recover carts. By sending your messages at the right time with smart automations, it helps you increase conversions – even when the shopper is not actively using the internet.
RetargetApp helps you create and run effective retargeting campaigns for every stage in the customer’s journey. Right from bringing back a visitor who didn’t convert with a special discount to re-engaging an existing customer to drive more repeat purchases, create Facebook and Instagram campaigns that increase conversions.
Measuring the impact of your conversion optimization
Shopify analytics: RevTap
As you start to use more marketing and conversion optimization tools, it is important to start measuring the effectiveness of implementing them. RevTap connects with your Google Analytics and integrates seamlessly with your marketing apps to bring all the data to one single dashboard.
It then uses artificial intelligence to present performance and customer analytics that you can derive actionables from. Use concrete data to optimize your store and marketing campaigns to increase your conversions and sales.
Optimizing your store for higher conversions
There is no one-size-fits-all approach to optimizing your online store. There is no one thing that can improve your on-site conversions or bring back shoppers who have left your store already. You need to continually test different strategies to see what suits your store the best!
Just like how every customer is different, every store’s needs are different.
Stop working on assumptions and let data help you optimize your on-site and off-site conversion efforts to get more sales.
With this, we come to an end with our E-Commerce Analytics Masterclass and hope data doesn’t scare you anymore!