How to Improve E-Commerce conversion rate with Google analytics
Purpose: Promotion of Google Analytics in Indian market; Promotion of Google Analytics in ecommerce vertical; Sharing information on Google Analytics; Providing info on how to make the best use of Google Analytics and its hidden features
Target Audience: Ecommerce Giants; Ecommerce Startups; Food Delivery Services; E-merchants
Keywords: Google Analytics; Ecommerce; Conversion Rate; Visitor Traffic, Web Traffic; Bounce Rate; Exit pages; Shopping Behavior; Buying Behavior; Shopping Analysis; Web Analytics
With the rapidly growing dynamism of online shopping vertical, ecommerce operators are regularly adapting to latest trends for influencing web traffic and improve the conversion rate.
Numero Uno in these trends is the use of Google Analytics. Google Analytics is one of the most powerful tools that help businesses dig deep into data and figure out the core areas where further improvement is requirement to be done.
To make the best use of Google Analytics, below are some points that may come in handy:
1. Analyze Your Bounce Rate
Bounce rate is the percentage of visits in which a potential customer leaves your website from the landing page without browsing any further. A higher bounce rate is a clear indication that your website is not able to keep the visitors engaged which is probably due to lack of sufficient information or the website’s interface.
To check the bounce rate of your website, click on “Google Analytics > Behavior > Site Content > All Pages”.
Figuring out the reasons that why visitors are leaving your site early, without visiting other pages plays a pivotal role. The best way to lower your bounce rate is restructuring the website with respect to its content and interface. For reference, the below link shows top 10 e-commerce websites in the world based on number of visitors:
http://www.dollarfry.com/worlds-top-10-ecommerce-sites-alexa-rank-basis/
2. Reduce Exit Pages
An exit page is broadly described as the last page a user accesses before their session ends or they leave the site. By knowing where and when a visitor left your site, you know the target areas where customer’s attention has to be gained. To view the behavior of exit pages on your website, click on “Acquisition > Behavior > Site Content > Exit Pages”.
The best way to reduce the amount of exiting pages is to redesign the content in and around the exit pages so that the customers stay engaged. Including a gift coupon, pushing better offers and use of eye-catching images should be the priority when it comes to restructuring your website. Sometimes visitors exit a page due to the absence of a chat box that could cater to their queries. Including such a feature will certainly help in gaining better conversion rate.
3. Know the Shopping Behavior of your visitors
Having an insight into what your visitors are actually looking for is really crucial for analyzing your website’s performance. Shopping behavior for a particular frame of time can reveal why your visitors stop at a certain point and how to potentially fix that problem. To do so, click on “Conversions > Shopping Analysis > Shopping Behavior”.
With this tool you can target customers and engage them because you have a better sense of what they might be interested in. By analyzing the shopping behavior, it would be easier to make a decision of adding products that customers seem to be demanding more. The below link explains the importance of consumer buying behavior and the hidden benefits of analyzing the same: https://www.marketing91.com/importance-consumer-buying-behavior/
4. Segmenting Your Channel Type
Analyzing all the channels directing visitor traffic to your website is a really cumbersome job. Google Analytics can help you in prioritizing the most rewarding channels based on the conversion rate of each channel. By reviewing which channels are doing well and which channels aren’t, you’ll gain insight into the key focus areas and thereby ensure better deliverables. To view channel specific conversion rate, click on “Acquisition > Overview > All Traffic > Channels”.
With this tool you can constantly examine the performance of each channel, focus areas and the number of potential customers diverted through each channel. For better transparency, you may set objectives to track and measure the performance of different channels on different product verticals so that you can understand if your efforts have been successful.
In conclusion, the data that you gather from Google Analytics will help you increase conversion rate for your website but only if you know how to make a better use of it. You can also increase visitor traffic by putting more efforts on your highest converting sources.
For instance, if Google Search is converting web traffic at 5% and YouTube is converting at 2%, it would make sense to put more focus on improvising and attracting traffic from Google Search. Having a dedicated team of professionals to analyze and optimize your product pages would also help you in achieving your target.
If you want to extract maximum benefits from Google Analytics, try using the techniques mentioned in this blog. We hope they will surely help you in optimizing your website and achieve better conversion rates in future.
- Written by Vivek Singh — Manager (Projects) at Megasoft Solutions
