Google Analytics is one of the most popular tools to track website performance and provide essential statistics for search engine optimization (SEO) and marketing.
The tool is a significant part of the Google marketing platform and is available for free to anyone with a Google account.
It helps organizations determine the top sources of their website traffic and gauge the success of their marketing activities, user traffic, and campaigns. Most SME e-commerce sites use Google Analytics to get information about how customers use their websites.
This information allows them to improve their marketing campaigns, drive traffic to the website, and enhance conversions.
Google provides real-time analytics on the site’s traffic trends, user personas, user behavior, conversion rates, and landing page performance.
When analyzed over time, these metrics help better understand the user experience. And the experience, when mapped out with your goals, can help you achieve better conversion rates and acquire more customers.
Now that you know the importance of Google Analytics, let’s look at how you can leverage Google Analytics to improve your website traffic and get more customers to your website.
But First, Let’s Do A Detailed Overview Of Google Analytics.
As mentioned above, Google Analytics is a web analytics tool that provides essential analytical tools and statistics for search engine optimization (SEO) and marketing purposes. It’s also used to track website performances, collect insight on online e-commerce sales, and track the store’s traffic.
How Does Google Analytics Work?
Google Analytics is a staple component of a marketing strategy; no matter what you’re selling or the type of business you have, it will allow you to grow and monitor online conversions. However, Google Analytics can look confusing, even to a seasoned analyst.
It’s hard sometimes to know which reports or metrics are relevant to your e-commerce store and which ones are just fluff.
Google Analytics Features
For a majorly free tool, Google Analytics is feature-packed. It comes with various features that allow users to identify patterns and trends in how visitors engage with their websites.
These features offer multiple capabilities, including data collection, analysis, visualization, reporting, monitoring, and integration with other applicants. It also allows for data manipulation, filtering, funnels analysis, motion charts, scorecards that display data changes over time, sharing through email and communication, etc.
Google Analytics is very easy to set up, and site owners can track most of their visitors to their sites.
For example, let’s assume you own an ecommerce store and want to monitor how many visitors frequent your website. With the help of Google Analytics, you can know precisely how many people view your store, which device they are using, where they are coming from, and many more.
Because Google Analytics monitors users’ behavior, it offers information from the user that can be critical to your online business. The benefits of using GA for ecommerce website tracking include:
- Get insight into how to optimize your website pages and boost conversions.
- Determine the type of content that converts.
- Know the products that are more in demand in your store.
- Dividing your customers into different segments; gender, age, device, country, etc.
- Check if your marketing efforts are working.
- Tracking campaign performance in real-time:
Ecommerce Sites vs. Typical Websites
Before we talk about growing your ecommerce website traffic with Google Analytics, let’s first remind ourselves of an ecommerce site.
An e-commerce website is a site that allows you to buy and sell digital products, tangible goods, or services online to end-users. Since the emergence of online shopping in the 1990s, which has become quite a phenomenon today, one can purchase anything right from the comfort of their home with just a click.
E-commerce transactions can be done with a wireless device connected to the internet.
These websites act as portals for the online transactions of goods and services through the transfer of funds and information over the internet. E-commerce was done primarily through phone calls and emails in the early days.
In e-commerce transactions, customers usually place their orders just by filling up a form that will be listed on the store. They provide all the necessary details, including the delivery address, and the buyers can choose to make a payment through the payment gateway provided.
Today’s popular e-commerce websites include Amazon, eBay, Taobao, Alibaba, Etsy, and Walmart.
How Can I Grow My E-Commerce Website’s Traffic With Google Analytics?
A few tools are essential when running an e-commerce store in today’s world, and Google Analytics is one of the essential ones you need.
Since its launch in 2005, Google Analytics has served as a foolproof data source for most websites in every industry.
GA is a must for e-commerce stores because their business thrives on data. Accurate data, as provided by Google Analytics, can help a smaller store rise to new heights in the e-commerce industry.
Google Analytics is an effective tool for analyzing your e-commerce store’s success and developing new and better strategies to drive revenue.
Here’s how to drive traffic to your e-commerce store using Google Analytics.
How To Drive Ecommerce Web Traffic Using Google Analytics
1. Content Optimization With On-Site Research
The huge difference between unsuccessful companies and successful ones is based on what they offer their customers and how they offer it. Businesses that are successful provide value for their customers. They take their time to understand what their customers want by looking at available data.
This requires no magic trick. Google Analytics has a built-in search term report view of what your visitors want from your website. When visitors arrive at your site, they typically don’t have the patience to scroll or click on the product they’re searching for.
So instead, most of them type the product or services they want in the search box on your website. If you have the said product listed on your site, it will appear in the search so that they can make their purchase.
The GA built-in search feature lets you see the terms these visitors to your website are typing into the search box. This means that you’ll know the products that they search for and find in your store and those that they want but aren’t available in your store.
The Search Terms Report gives you a glimpse of what your website is missing from the angle of your visitor. It gives insight into the exact product, content, and words your visitors want to see—no need for long conversations and surveys.
Also, getting to know the exact keywords used by your visitors in their search is vital for search engine optimization. For example, if you’re in the shoe business, every term your visitors type in to your website search is a potential keyword you can target to get more visibility in search.
Although this will require analyzing the keyword to know the volume of monthly searches and the level of competition for each of these terms.
2. Get Familiar With Your Buyer’s Journey.
Typical ecommerce shoppers go through various processes before finally purchasing from your site. The buyer’s journey looks slightly different; yours can be different from other businesses. The steps are structured and, if followed, allow you to find any issue with your funnel and how to solve it.
You will be able to figure out how your customers move around your website before buying from you and then optimize those touchpoints to enhance their journey.
Where does Google Analytics come into the picture? GA helps you identify the touchpoint where your customers leave your site. This can be anywhere on your site or at checkout. Once you identify such an area, you can then optimize the structure, navigation, and content to enhance the journey.
3. Understanding Your Buyer’s Interest
Every visitor has unique reasons for visiting your ecommerce store, and it’s vital that you know why. Google Analytics provides your client’s interest details with its Affinity Categories Report. Getting to know what each client wants is key to making massive sales on your website. You can utilize this detail for personalized marketing and content.
This is helpful when making personalized recommendations for products or segmenting your visitors for marketing purposes.
4. Effective SEO Management
Running an ecommerce store is quite stressful, and documenting what worked and what didn’t can be discouraging. Through annotations, Google Analytics allows you to stay informed and organized. It will enable you to track the impact of your optimization effort. You’ll be able to see the keywords you’re ranking for, the pages ranking high in search engines, and more.
This insight will allow you to optimize your other landing pages to rank higher in search engine results. It’ll also enable you to identify keywords that you have a chance to rank for and the ones you’re wasting time and effort on.
5. Setting Up A Conversion Funnel For Google Analytics
Conversion funnels for Google Analytics look at every step your visitors take when buying things. It allows you to quickly identify the specific steps that made you lose potential customers who frequent the site and the actions you can take to fix the related site issues that caused those losses.
The conversion funnel looks at the traffic coming to your website from various sources and their performance.
The goal of funnels in every Google Analytics project is to see how well your site meets its goals.
What Are The Necessary Steps To Follow To Enable Google Analytics For My E-Commerce?
To get started on moving your online stores to the moon, you have to gather everything necessary to create effective traffic for your e-commerce store. Setting up Google Analytics involves some processes. Here’s how to go about it.
1. Create a Google Business Account
The first step to setting up Google Analytics for e-commerce is creating a business account with Google. Set up a new account by visiting the official Google Analytics page; it’s effortless.
While setting up any official Google account on your Google Analytics page, you will be required to add a website to track. Input the URL of your e-commerce online store. You will get a different tracking code if you operate more e-commerce websites.
Click on “Get Tracking ID” once you are done filling in your data.
2. Set Up A Tracking Code In Your Web Portal.
The next critical step is to add the Google Analytics tracking code to your e-commerce website’s landing pages. This will enable Google Analytics to track essential data and lay it out in a report for easy understanding and to take the necessary action.
3. Customize Your Tracking Goals.
As soon as you have installed an effective Google Analytics tracking ID on each of your landing pages, you decide which customer behavior and goals you want to keep an eye out for.
Because of customers’ diverse objectives and behavior, this is crucial to your e-commerce store. It is recommended to track only what’s important to you. Focus on the specific aspects of customers you want to track on the e-commerce portal.
4. Test Runs Your Tracking.
It might seem easy to set up a Google Analytics account and track the code to the landing page, but the most important thing about it all is to check if it’s effective. Check if it’s working perfectly as programmed. In this context, you might ask your family and friends to help you run a test transaction from any location.
Google Analytics is undoubtedly an excellent website analytic tool that can do wonders for your ecommerce business. If you don’t have GA installed, you may miss out on its unique features. Hopefully, this article will help you get back on track.