If you’re not already familiar with it, Google Analytics is a platform which gathers data from your websites and apps and offers insights into your business with its reports.
Organisations use it to analyse and measure website or app traffic and engagement. Google Analytics allows you to understand how visitors interact with your website, including how they arrive there, what they do once they’re on your site, along with other activity and events. You can then use this information to improve your digital and marketing strategies.
It’s as simple as setting up a Google Analytics account (free via an existing Google account) and adding a small piece of measurement code to every page of your website. Information is then collected every time someone visits a page.
How Google Analytics can help in E-Commerce
With Google Analytics for e-commerce specifically, i.e. if you sell to customers digitally via a website or app, you can gain invaluable insight into the behaviour of visitors to your website, allowing you to make informed decisions, focus on the most effective marketing channels and create a better experience for your visitors.
How customers interact with your e-commerce store:
- Which pages and products are most viewed.
- How long people typically stay on a typical web page and which pages generate the most income.
- How much traffic is coming from search engines rather than social media adverts.
- Which campaigns generate low-quality traffic and visitors who leave without taking any action.
- The devices on which people most often view your website.
- The proportion of visitors which is new, and the proportion of those who are returning.
- The percentage of visitors who add something to their cart without completing the transaction, i.e. abandonment rate.
- Average order size.
- Whether particular promotions have led to more purchases.
Insightful and Efficient Reporting
Google Analytics has numerous different customisable reports, and ultimately you will want to make use of these – but you can start off with the platform’s in-built reports, including, among others:
- Engagement reports which indicate how visitors interact with your website, your most popular pages and more.
- Monetisation reports demonstrate which websites are making money, from income generated to volumes of purchasers.
- Retention reports show numbers of returning visitors with insights into their buying behaviour and engagement.
- Real-time reports show what is happening on your site right now – such as how many active visitors you have and what pages they are on.
There are many ways you can make the most of Google Analytics, including by setting up goals and ‘key events’ for tracking results, for example to track purchases. You should also use the tool to monitor websites which send traffic your way (referral traffic), and compare different traffic sources’ conversion rates.
How an SEO agency can help
An SEO agency can help an e-commerce operation, and indeed anyone who runs a website, get the most out of Google Analytics by analysing traffic and top-performing websites, and identifying opportunities to enhance conversion rates.
Using keyword research tools, high quality SEO agencies or SEO consultants identify the best keywords for driving traffic to your e-commerce site while boosting rankings for existing ones.
They can also implement link-building strategies to keep a website ahead of the competition, analyse competitors and produce reports giving insight into keyword rankings, organic traffic growth plus conversion rates, along with a number of other vital metrics.
Finally, they keep their clients informed of latest developments in e-commerce, as well as the latest search engine algorithms.
How we at Simply Search can help
At Basingstoke-based Simply Search, we offer a Google Analytics consulting service for e-commerce and other operations to help you run your analytics data and obtain the insights you need to make your marketing efforts as effective as possible. We don’t just produce data – we use it to help you make the best decisions in relation to different types of SEO from local and international SEO, to technical SEO.
So let us help you make the most of this powerful platform. Get in touch today, or ask us for a free website review. Browse our specialised SEO packages for a better outline of what we offer to our satisfied clients.