Web Analytics and Your eCommerce Store

Posted by: Al Pascale, Manager of Ecommerce Services

There is no denying the value of web analytics for your eCommerce store. It provides vital information to gauge the effectiveness of your site and improve your conversion rate. Because we understand how vital this data is to the success of your eCommerce or multichannel business, SiteLINK and M.O.M. not only offer web analytics reporting but also integrate with Google Analytics.

To monitor your SiteLINK store through your Google Analytics account you must first enable the eCommerce reporting for your website’s profile:

  1. Sign in to your account.
  2. Click Edit next to the profile you’d like to enable.
  3. On the Profile Settings page, click Edit next to Main Website Profile Information.
  4. Change the eCommerce Website radio button from No to Yes.

Once you have enabled Google Analytics for your SiteLINK store it is important to monitor the activity on your site to help improve the overall customer experience and improve traffic.

Two helpful metrics are time visitors spend on your site and the average number of pages they view. These numbers will help you determine how users interact with your site and whether they found what they were looking for when they got there. If you find that many of your visitors are arriving at a page and quickly leaving, you might reconsider design elements, site navigation or the copy on the landing page. The longer a customer spends on your site the more likely they are to make a purchase, so these metrics can help you determine when a redesign is in order to help improve your conversion rate.

Google Analytics also allows you to track how visitors find your website including what search engine and keywords they use. You can improve your search engine rankings by using this data to improve keyword density, Meta data and content development as well as PPC allocations.

SiteLINK’s built-in analytics allow you to track referring traffic on the administration page your site using the Referral by URL report, located under Store Activity Reports.  This report allows you to view a list of sites that are linked to your site and the number of potential shoppers that they refer. Seeing where your referrals are coming from can not only help you create relevant content on your home page, but also help you target other sites as a part of a link building campaign to increase traffic.

Another way to track internet referrals to your site is through the Email Campaigns Report. Here you are able to track the various Source Keys you created in M.O.M. and the sites you attached to those keys. This is done in M.O.M. under the Source Key information screen you are able to attach a source key to a referrer by entering the link in the Internet URL Referrer field. Once you enter a link in there, anyone that comes from that link will have that source key automatically applied to their order.  Check out the blog later this week for further information about optimizing your use of source keys.

No matter how you keep track of the visits to your site, the most important thing is to recognize the value that can be found in web analytics for your site.


Tags: , , , , , , , , , ,

Leave a Reply

You must be logged in to post a comment.