Google Analytics is one of the most valuable features for
any online business and with online stores it's no different. It is able to monitor
from consumer profile characteristics to the way your customer acts. From the
results it is possible to understand the strengths and weaknesses of the
business in order to work to get more customers and sales. However, to fight
the monster of the abandoned cart, everything must be configured correctly.
Here, I’ll tell you how to use it, making the most of Google Analytics for
e-commerce. Check it out!
How to create an account?
To use Google Analytics in an e-commerce, the first step is
to create a (free) account, which must be linked to the Google AdWords account,
if the store uses the sponsored links. It is highly recommended to do this
integration, even if you have not yet announced it on Google, since in the
future the business will be able to use AdWords without having to redo the
process. In the part of creation and configuration of the account it is
necessary to specify the destination page, but the most important moment is to
configure it for e-commerce. While regular sites jump right to the code, an
online store needs to report its activity to Google so that the algorithm can
properly calculate the purchasing model.
Once the registration and configuration are done, it is
necessary to copy the Javascript code and paste it into the code of your site.
Thus, Google Analytics will be able to monitor all the information of who
arrives to the site and makes purchases in general way.
How to make the best configuration?
Google Analytics provides valuable insight into customer
behavior for an e-commerce. At the same time, not all the data obtained will be
useful and a basic configuration will not meet the purposes of your business
precisely because it is not customized. Therefore, it is important to properly
configure this tool and this includes points such as:
Currency and Freight
Identifying transaction currency is not a must, but it will
make it much easier for you to analyze the results. So when it's time to set
up, it's worth stipulating the type of currency used in your transactions so
that the record happens properly. Talking about freight is also not required,
but it helps your results evaluation process.
Conversion Funnel
It is also important to set conversion goals, which are not
always tied to the sales itself. Depending on your need, you can configure
access to a particular page as a conversion. This type of configuration
regarding the funnel is important to understand where customers are having
difficulty completing the purchase. If you indicate that people are stopping
the buying process in the calculation of freight, for example, it may be a sign
that the value is high and unattractive.
Site search
Google Analytics also allows you to collect data related to
searches within the e-commerce site. So you can know which are the most sought
after products and what kind of behavior a particular customer has. This type
of information can be important in increasing business intelligence so as to
offer more accurately related offers. After all, it can be a source of ideas
for varying the product mix. If a customer who purchased an item looks for
another that is not available in the store and this is a recurring stock, there
is an indication of a market opportunity being wasted.
Remarketing
Google Analytics for e-commerce still offers the ability to
capture visitor data to enable remarketing. It works like this: the customer
enters your site and leaves a "trail" of digital data. When it is off
your site it will see offers and information related to what you were visiting
before, increasing the chances that it will actually make the purchase.
Great read, thanks for sharing.
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