Owning a physical storefront makes it easier to analyze a customer’s habits and you get to know them better as you interact with them. However, when you have an online store, the personal touch of physically meeting the customer is lost.
The use of Google Analytics helps you understand the effectiveness of your marketing strategy and you gain a better understanding of your visitors. This helps you optimize your store for increased sales and conversions.
How do you benefit from Google Analytics:
Google analytics is probably the biggest thing to happen to digital customer analytics. Reading, comprehending and compiling of data is made easier and this is used to obtain actionable insights to improve on existing practices, or to capitalize on what may be a strong suit for the particular business.
The holiday season is around the corner and generally that is when sales are booming. The online businesses can make a ton of money during this season. However, this is not going to happen without any effort. This is where Google Analytics comes in and we will tell you how you can use Google Analytics to boost your sales during this holiday season.
Here are a few ways for you to convert a visitor into a customer:
The Search Conundrum
Having a search box say on the right top of your website is extremely essential. What this does is, it helps the users search and find whatever they are looking for in particular and it helps you track and know what the users search for on your website using Google Analytics.
With this data in your possession, what you can do is drive content towards the topics that are generating more traffic. You can develop products or services based on what people want and are searching for.
Tracking the User Journey via Google Analytics
Setting up a conversion funnel is ideally the best way to start. The conversion funnel is nothing but the journey the consumer makes, from visiting the website to making a purchase.
During this process, not all consumers will complete the journey till the purchase stage. Using GA, the journey can be tracked, let’s say you are selling customized cards online, a consumer finds you through a search for customized cards online, it is organic traffic.
The consumer then goes through the process of selecting the card and customizing it the way they want but leave the page right before the purchase order button/ checkout button is clicked. This may prove to be an issue of a bad landing page from the previous step, a page loading error or numerous other things.
Knowing where the consumer converts or where the consumer leaves gives you an idea as to why your churn rate is so high and where in the process you are losing consumers or you get to know what your strong point is and where you get all your conversions from.
Tracking, monitoring using Google Tag Manager and viewing the data in Google Analytics is the typical way to analyze your data and obtain actionable insights.
The Social Gathering
Google Analytics also offers you social media reporting. This tells you which social media account is generating traffic and how many of the users are converting into new customers.
This tool gives you a consolidated view of all the channels and you can track how trends change and evolve. This gives you an idea as to which social media account works for you and where you need to focus your attention.
The Website Advantage
The website as such should be compatible over various devices. A lot of today’s traffic is mobile traffic.
Not taking the mobile traffic into consideration is potential suicide. Having a website that is complex and which looks really cool on a large screen may have issues when it is loaded on a much smaller mobile device.
What this does is, it forces people to leave the website and your mobile conversions take a massive hit.
Designing a website that is versatile and delivers optimum performance on a desktop version as well as a mobile version is what you need. This will lead to a higher conversion rate as well.
The traffic that comes to your website is a mix of both mobile and desktop traffic. Using Google Analytics, the source of your traffic can be tracked and you get an idea as to whether your mobile version is performing well or not.
Timelines can be analyzed in Google analytics. This analysis gives you a clear picture about when you have website visitors.
This information is critical as the analysis will give you an idea as to when there is maximum traffic on your website and when purchases are made.
You can do a timeline based analysis i.e. monthly, weekly, daily or even an hourly analysis of website traffic.
This analysis will prove very effective in helping you know when to launch a campaign, offer discount offers, coupons etc. This will also tell you when you can do your website maintenance. All of this will eventually lead to improved sales.
The Big Exit
Call to Action(CTA) buttons are extremely important on your website. Knowing where to place them in order to get those necessary clicks is key. This is where exit pages come into play. Knowing which page a user visits before leaving the website gives you a chance to place your CTA in the right place and this will help increase your conversion rates.
When it’s the holidays, everyone is in a festive mood and people want to buy their loved ones gifts or generally do a lot of shopping.
Most of today’s shoppers go online in search of that one particular thing that they have had their mind set on.
This is where the online retailer can maximize his sales. Literally during this one particular season every online retailer goes like “Jackpot time!” Using Google Analytics to make the consumer journey smooth and easy is the need of the hour. Lesser churn rates and increased conversion rates are the dream.
What we have stated above are not the be all and end all of ways to increase your sales. There is still a ton of other ways to do it as well. The methods mentioned above are simple and easy ways to make maximum use of Google Analytics! Happy holidays!
Do you need help to apply these tips to enhance your eCommerce Store conversion rates? Please feel free to speak to our eCommerce experts!
Abhimanyu is a sportsman, an avid reader with a massive interest in sports. He is passionate about digital marketing and loves discussions about Big Data.