Knowing how online shoppers get to your e-Commerce website and what they like to do once they are on your store site empower business owners to understand their customers and their needs in a better way. Whether you are selling products/services or building your brand, it is important to understand the behavior of your target audience. Analysing customer behaviour on your online store may increase chances of global expansion. But, how do you do that? A good understanding of analytics can help you in keeping a track of:
- How many online visitors get to your website
- How online visitors are finding your website
- How long customers stays on your website
- What pages your customers like to browse the most
- What pages or areas they exit the website
Analytics provides you a detailed information on what are the trends in the market and what to focus on in order to draws customer’s attention. With the help of analytics reporting, you can learn about the behavior of the visitors i.e. “New Vs Returning users” by which you can keep a track of number of new visitors and how many are coming back to your website.
Analytics tools like Google Analytics can provide you a ton of information / data about your store site which can be quite overwhelming if you are new in this area. Before diving into the analytics, it is always important to set a business goal and deciding what kind of experience you would like to provide to your customers. This will help you to focus in one area rather than trying several things at one time.
How business goal is related to analytics?
In web based analytics, you will often see the terms like bounce rate or New vs Returning visitors. Bounce rate usually provides you the data on how many users left your site after viewing one page without going to a second. New vs Returning visitors report will provide you the data on how many unique visitors you are getting and how many visitors are coming back to your site. So, if your business goal is to convince visitors to return to your store site, you will need to focus New vs Returning analytic report.
Let’s take an example of two photography websites. Photography website 1 is receiving 20,000 visitors every month out of which 5000 are unique visitors. The average time spend by visitors on this website is 10 minutes. One the other hand, photography website 2 is receiving 40,000 visitors every month out of which 35,000 are unique. The average time spend by visitors on this website is 1 minute. Basically, this data tells us that the audience on photography website 1 is engaging more with the pictures and content on the site which is why visitors are spending more time. This also means that audience on photography website 1 are more likely to buy pictures as they are spending time to browse the content of the site. Photography website 2 have a high bounce rate which means the visitors do not like what they are seeing on the website that is why they are leaving the site; hence the average time is quite low.
Running an online e-Commerce store without using any analytics software is like making business decision based on guess work. Why spend money on your website (or online business), if you are not going to track what is going on your site? Google Analytics is a free tool offered by Google; there is no reason not to make use of it for your business website. There is no monthly fee attached to it and hundreds of tutorials are available online to show you how to use this tool.
nopCommerce is integrated with Google Analytics. Ecommerce transaction tracking automatically connects your Google Analytics web usage data with customer transactions.
Author: Lavish Kumar
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One the other hand, this data tells us that the website 2 has Best SEO. Do you agree?