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Marketing With Google Analytics: 7 eCommerce Intro

Sarah Jamieson - Sunday, April 06, 2014


If you sell products or services online, you can track transactions, revenue, and many other metrics to assess performance.

For example:

  • Products purchased
  • Conversion rate
  • Sales revenue
  • Number of times prospects visited your site before purchasing

You can also view eCommerce data from specific sources. For example, you can see metrics like:

  • Revenue generated from AdWords traffic
  • Number of sales from organic search traffic
  • Number of sales from web site referrals
  • Average value per visit across all traffic sources.

eCommerce Reports Overview

eCommerce activity on your site:

  • Revenue – The value of sales
  • Conversion Rate – The percentage of visits that converted to sales
  • Transactions – The number of sales
  • Average Order Value – Average revenue from each sale
  • Purchased Products – How many different products were sold

Total Revenue

Revenue is affected by the number of sales and the average purchase value. Here are three ways to increase revenue:

  • Ensure your traffic sources and keywords are targeted
  • Write effective ads. Split-testing different versions can help
  • Create relevant campaign landing pages that show the product or information you referred to in your ad
  • Simplify sales funnels and remove bottlenecks so fewer prospects leave before completing a purchase.

Conversion Rate

The percentage of visits to your site that result in sales. It’s absolutely crucial to track conversion rates over time to see whether changes to your marketing and site are increasing your revenue.

Average Order Value

Increasing the average order value is one of the major ways to boost revenue. Test up sells (offering a higher-priced product) and cross-sells (offering related products – think Amazon).

Product Performance

How much of each product or product category do you sell?

Identify your bestselling products by viewing number of products sold, total revenue, average price, and average order quantity.

This information is crucial to creating relevant content and product marketing campaigns and determining which product campaigns will produce the best ROI.

Visits to Purchase and Time to Purchase

How many visits to your site does it take for the average visitor to buy? How much time does it take?

These are important number in determining your sales cycle, and therefore the type of content and persuasion that will be most effective with your visitors.

For example, if you offer a high-priced, complex product, your sales cycle will be longer than if you sell a low-priced “impulse buy” item.

With a long sales cycle, you need to educate prospects to shape their views of the market, your company, and your product.

You’ll also want to offer a more personalized, “high touch” approach with a consultation to explore individual needs and answer questions.

You can increase conversions by:

  • Educating prospects about your market.
  • Walking them through your benefits and features.
  • Presenting a strong company and product USP.
  • Encouraging a personal consultation to determine the individual prospect’s needs.

With a short sales cycle, you want to offer incentives to buy now.

For example:

  • Create time pressure with a deadline to buy before the price goes up.
  • Create quantity pressure by only releasing a certain amount of the product.
  • Reduce risk with a strong guarantee.

Next Blog: Identifying Profitable Pages


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