Savvy marketers and e-commerce retailers have been using Google Analytics for years to learn more about how consumers are interacting with their websites. It’s a remarkable tool that can tell you quite a bit about your site traffic, what shoppers find attractive and how long they hang around. But in recent years, even greater capabilities have been introduced to Google Analytics from which e-commerce sites, in particular, can benefit.
The Enhanced E-commerce (EE) plugin better tracks the entire customer journey and provides valuable (yet free) data that can be used to increase revenue, engagement and clicks. If you’re ready to power up your e-commerce website, adding Enhanced E-commerce is a great way to collect more info and better track results.
Here are four ways online retailers can use Enhanced E-commerce to meet their business goals:
1. Track Promo Codes and Coupons
Ever wonder how your promo codes are performing or if that writeup in The New York Times boosted sales? By setting up the proper tracking, you can answer those questions, delving deeper into user engagement, location data, revenue generated and much more.
Google Analytics allows you to tag campaigns for tracking purposes, but with EE you can also track promo code redemptions or revenue generated by coupons. This feature is valuable for online retailers, enabling them to access a wealth of information about how consumers are engaging with their promotional discounts.
Another benefit to proper tracking is timeliness. In addition to measuring results over the life of a campaign, retailers can also see the data in real-time. For some of our clients, we use this information to adjust tactics mid-campaign based on what’s working and what isn’t.
For smaller online merchants, accessing this kind of data is especially helpful. With limited time and budgets to work with, they need accurate data on how campaigns and promotions are doing and whether they’ve been successful. The ability to measure the
2. Use Enhanced E-commerce metrics to set better KPIs
A goal without a plan is just a wish.”Antoine de Saint-Exupéry
With the additional insight and metrics EE provides, online retailers can identify opportunities to gain a competitive edge. Beyond product quality or price, other factors like website speed, response time or personalization influence consumer purchasing decisions. Consider including these metrics in your KPIs as part of your broader efforts to improve the shopper experience.
Every business has goals. But how are they measured? It helps if you can break a high-level goal — such as to sell more of a given product — by breaking it down into more granular elements. Using Enhanced E-commerce metrics, you can measure
3. Leverage the Shopping Behavior Analysis Report for Retargeting
Welcome to the report that segments your website visitors by shopping activity!
This report, which features copious levels of segmentation, can make even the most experienced CMO salivate. The Shopping Behavior Report captures the website visitor’s flow through the various stages of the shopping experience, including the total number of sessions for a given date range and product views, cart adds and checkouts. It visualizes the customer’s buyer journey overall as well as all the component segments. These segments can even be exported (for example, those with abandoned carts) and used to create retargeting lists.
Imagine being able to filter your traffic by visitors who viewed Product Z. Then, whittle that further down to the users who added it to their cart but then left your site. What if a large proportion of those visitors were on a mobile device? Maybe it’s time to optimize your mobile website! The possibilities for actionable insights are endless.
Pro Tip: Many of us have never gone through the process of purchasing an item from our own site. Before you jump into any tracking initiatives, try out your website checkout process for yourself. You may uncover hidden barriers or issues that your customers are experiencing during every purchase.
4. Review the Product List Performance Report for Opportunities
The Product List Performance Report available through EE lets you track performance on clusters of products in your online store. Using that engagement data and different kinds of groupings (category, search results, related products), retailers can improve product placement and promotions to improve conversions.
Other useful information can be obtained by reviewing what visitors are typing into the search tool on your website. It may indicate a need for improved site organization or suggest a possible new line of products. You can also compare different promotional tactics to see which worked best or sharpen your up-selling and cross-selling tactics.
Have questions? Send all inquiries about setting up Google Analytics Enhanced e-commerce on your site to firstname.lastname@example.org!