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How to Use Google Analytics to Increase E-Commerce Sales

by Mor Friedman  |  
May 8, 2013

Google Analytics is a great free tool for e-commerce websites. It can allow marketers and webmasters to record specific data about items purchased, learn how a user navigates the website, and focus on specific, actionable ways to increase sales.

For instance, if many users are abandoning their shopping carts, finding out what pages users navigated to before leaving the site can help marketers narrow down the pages that may need to be replaced or edited in order to increase conversion rates and sales.

Constant checking of product page traffic and item popularity can help the company keep an inventory full of products that consistently sell well online.

How to Get Actionable Data From Google Analytics

Google Analytics e-commerce tracking gives you access to sales conversion, product sales, and revenue data. To find actionable ways to boost e-commerce sales, you can combine that information with the basic data that Google Analytics gives all pages about your website traffic.

Here are eight tips to get you started:

  1. Bounce rates can provide a hint about which pages on your website may need to be improved.
  2. Exit pages will tell you where users are leaving the website. For instance, if the most common exit page is a newsletter sign-up page that is a required part of your checkout funnel, then it may not be the right place for a call to action to sign up for the website's monthly newsletter. Perhaps putting a newsletter sign-up box on the sidebar or on the Order Confirmation page could both increase newsletter sign-up conversions and overall online orders.
  3. Conversion rate and revenue will likely become the two most important metrics you use to track which marketing efforts are successful.
  4. Social media information: Google Analytics now includes social media tracking and behavior through Goals. Paying attention to what page and products were shared can give websites a good indicator of products that are popular, even if they aren't selling well. For instance, if a product is the highest-shared item, but it isn't the best-selling item, you should attempt to determine why users are interested but aren't buying.
  5. Device used: If a significant portion of an e-commerce website's traffic is from mobile, it might be worth the development cost to design a mobile site or app. Catering to how customers are accessing products can make purchases simpler and easier.
  6. Revenue per keyword. With Google Analytics e-commerce tracking, you can both track how many sales each keyword is driving and you how many dollars of revenue each keyword is driving. Since some keywords will naturally drive a smaller average order size, knowing which ones will allow you to more accurately focus your efforts on your most profitable keywords.
  7. Revenue per landing page. Track which landing pages are bringing in the most revenue. Drive more traffic to successful pages, and strategize to improve the less successful pages.
  8. Promotions and campaigns. Track revenue, average order size, and other key metrics for each promotional offer or campaign you run.

Those tips are just the tip of the iceberg. Every site will have unique ways that Google Analytics data can be turned into actionable steps.

Now that you know how get the actionable data, let's discuss e-commerce tracking.

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Mor Friedman is the marketing manager at Izzonet, a shopping cart platform with that includes advanced SEO and marketing capabilities.

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  • by Kirsten Nelson Thu May 9, 2013 via web

    I'm a huge fan of Google Analytics! It makes my inner geek happy, and it's an great tool to improve your processes and find out where your bucket is leaking. I wasn't aware of the e-commerce tracking options! Passing this along to our IT guy! Thanks!

  • by Francis Fri May 31, 2013 via web

    Google Analytics is one of their best discovery i have seen.By using it in the correct way you can always have the best chance to improve business.But they are doing some changes in their analytics, like they are not showing some informations like from which keyword the visitor come and links like that they are changing alot in these kind of things .But still it plays a vital role in online business .

    Anyway super rich informative article , you gotta new follower :)


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