If you’re a business owner or work in the marketing space, even if you aren’t using Google Analytics on a regular basis, you would have heard of it. It’s definitely one of the most powerful measurement tools you’ve got at your fingertips.

Google Analytics (GA) is an established and renowned tool. Even the most basic analytics features of GA that a number of websites are using are incredibly powerful in helping to gain insights such as which website pages your users are visiting, bouncing from, or remaining on the longest. For ecommerce websites, GA Enhanced eCommerce sees new features added to your Analytics that are specialised and tailored towards gaining insight into your ecommerce solution. Its most useful features include:

Product Impressions and Product Clicks

This allows you to see which products or services on your website are being viewed the most and which are attracting the most clicks. This gives you the opportunity to compare these products to others that aren’t performing well and to look for differences or factors contributing towards the various performance rates. You’ll also be able to see how the position of product on a page or in search results impacts on click-through rates. With this data on-hand, you can use this information to determine the most effective ways to present your products or services to your target market. The power of analytics also gives you the chance to experiment, while testing and measuring constantly. 

Product Add to Cart/Remove from Cart

This data allows you to tap into some of the most important and useful information about how people are using your website as it shows you where people are adding products to their cart (which pages/sections). Again, you should be able to see patterns emerge from this, and then determine how to engage with your customers and effectively present the Add to Cart option. Perhaps most importantly, you’ll also see what is driving people to remove things from their cart and adjust your website messaging accordingly.

Checkout Funnel

We all know how important user experience is in terms of maximising your website’s performance on all levels. When you’re able to visually see user behaviour through each of the standard checkout steps (the Cart, Delivery, Shipping and final Payment stages), you’ll have a better chance of picking up which areas aren’t quite working and require improvement. Not only will you see details as to how users are interacting at each point, you’ll also see exactly where users are dropping off while moving through your checkout funnel. This is really handy for being able to pick-up what users are finding confusing or difficult while trying to make a purchase from your site and what information you can include to improve the overall user experience. Importantly, whenever you try to experiment and change something in the backend, your analytics will allow you to see how these changes are affecting your customer’s checkout behaviour and in turn, have the information you need to improve and maximise sales conversions.

In Avenue, the GA Enhanced eCommerce toolkit is implemented following standard best practices using Google Tag Manager allowing you to:

• Manage your own tracking and marketing tags — or of course, we can do this for you.
• Simplify the integration of ecommerce tracking into other marketing tools. Again, this is a process we’re more than happy to walk you through and provide help with.
• Improve the overall user experience for customers using your store and improve conversions at the same time. It’s a win-win for both you and your customers.

As with any analytics reporting, the solutions built in to Avenue are most powerful when working in partnership with your website to develop automatic responses to the insights generated in relation to user behaviour. The Avenue Google Analytics Enhanced eCommerce integration provides in-depth insights as to which parts of your website are performing best and equips you with the tools you need to improve sales conversations and user experience.

If you’re looking to improve your digital marketing performance, a good place to start is by looking at your conversion analysis and user experience analysis. Contact Woven today for help with implementing and interpreting analysis/reports for your business.