You may have an intricate digital marketing strategy and a functional ecommerce site, but how much do you know about your customers? An ecommerce site means you don’t get to physically interact with your customers and notice their spending habits and preferences. That’s where Google Analytics comes in – it gives you insight into your customers’ activity on your site and allows you to get to know them – virtually.
Google Analytics generates different types of detailed reports; the most basic and most useful reports fall into the following categories: Audience, Acquisition, Real time, Behaviour and Conversion.
These reports tell you who visits your site, including their geographic location, how they got there, what devices they used to get there and whether they are new or repeat visitors. They tell you what your customers are doing on your site; which content is popular, for example, which tweets, blogs and emails get the best results; and they help you measure your sales and conversions.
This information enables you to find new customers and boost your sales – it’s priceless.
How it helps
The more you know about who your customers are and how they operate on your site, the more you can tailor it to meet their needs. For example, knowing the age, gender and geographic location of a user could open up a world of opportunity for your business. Adjusting your site to suit international visitors might generate more sales. Similarly, knowing which type of social media posts drive traffic to your site, via the acquisition report, means that you can focus on that platform.
Another useful feature is that the reports help you establish why users leave your website. It’s called a bounce rate and measures the amount of clicks users make before leaving. If you have a lot of traffic to your site, but only quick visits that don’t convert into sales, it may mean that your website needs a revamp. A keyword report analyses what words and phrases actually get users to your site in the first place.