Data Analysis has become an indispensable matter for most businesses in any sector. The power of the data provided by the new digital solutions has many benefits for your e-commerce business. Undoubtedly, data analysis can give you an accurate insight into your target audience profile, the way this audience interacts with your e-commerce and your website, and how the user behaves when he’s browsing your store; among many other benefits.
This sort of information is not difficult to track if you know where and how to look for it. Google Analytics is a perfect example of an analytics solution that gives you powerful knowledge about your website and the users that visit it.
Now that your website and e-commerce are running, you might want to optimize and maximize the results of your online store and website. Do you know the path users take to buy something on your website? Do you know what aspects of your store or website could be improved to reach more customers and get more conversions?
Precisely, we are going to talk about the ‘Conversions’ section of Google Analytics, one of the most important sections of the tool and probably the one you should be checking more often during the day. Conversions section does not only provide you with the number of sales and profits of your e-commerce, but also it gives you very interesting data about users’ purchasing behaviours and your products’ performance.
What to know about the metrics of the Conversions section
There are three relevant metrics you need to look after in this section:
Revenue: the benefits you generated, in euros
Transactions: number of unique purchases that have been made
E-commerce conversion rate: of users that entered an specific page of your website, how many ended up buying.
As a general advice, and if you followed the steps of the first part of the guide on how to structure a Google Analytics account, the analysis of this section will be available from the view “e-commerce” of your property.
Goals of the Conversions section
Goals are the actions users make on the website and that bring some type value for us. In the case of e-commerces, it offers very interesting data.
There are goals we would like you to focus, because are the relevant ones for your e-commerce performance. Let’s take a quick look a the conclusions we can obtain from these goals reports:
Detect which paths bring users to purchase.
Analyze metrics all along like “add to shopping cart” and create your customized conversion funnels. For example, a quitely used KPI by most e-commerce stores is the one called “Arrived at checkout/transaction”. If many people arrive at this page but don’t end up purchasing, it means you might have to optimize this page in particular.
Smart goals: these are created automatically by the variables that Google considers adequate. By using this report, you can determine the quality of the traffic on each canal, campaign, media, etc.
Find out more on Google Analytics’ Conversions section right here.