Why Analytics matter a lot on e-commerce market?

Why Analytics matter in the modern age of business?

Nowadays, every business or pretty much most of the business has made a switch over the e-commerce world. Platforms like Shopify and WooCommerce are the most known e-commerce SaaS (Software as a Service) in the market.

Why are they so popular? Because almost everyone can start a business online in minutes for pretty cheap. It costs about $29 per month to start with Shopify and, if you are more advanced than you can use WooCommerce which is a plugin on WordPress that allows you to start an ecommerce business.

WooCommerce requires a bit more knowledge and there’s a learning curve, but if you are already using WordPress then it should be pretty easy to get started. WooCommerce requires you to get a self-hosted WordPress instance with hosting providers such as DigitalOcean.

But it cost less than Shopify. Spin up a VPS on DigitalOcean for about $10 per month and install WordPress and WooCommerce on it.

I’ll keep it short, we are not there to talk about ecommerce platforms. Maybe for another blog post? Let us know!

Why Analytics matter so much?

Analytics allows you to understand your audience better and market your products more efficiently. Understanding where you visitors come from and where they go on your website or online shop allows you to understand what interests your potential customers.

Let’s put some context on that.

For this sake for example, let’s say you have a clothing store that sells graphic tees on whatever ecommerce platform.

With an analytics solution such as Jitt (we know, shameless plug), you can see where your users are coming from, how many times they spent on an average on a page, see bounce and exit rates (what’s that?, no worries we’ll see that in a moment), what’s the most visited page, what language they might speak and UTM (i’ll explain it below).

Well… Ok, it’s nice to see all those numbers and letters, but what can they bring to me? Data doesn’t lie, they are based on real facts and numbers.

What can you do with all that data? Maybe market your ads efficiently or improve the user’s experience.

In this blog, we will say that you have an ecommerce website based in Canada.

Here is the data we gathered on Jitt about your website (those are fictional data and do not refer to any existing website).

  • Countries; Canada (60%), UK(25%), US(10%), Germany (2.7%) and Australia (2.3%).
  • Average time spent on your website is about 0.45s.
  • Bounce and Exit rate is about 26.4%.
  • Most visited page is /store/sales
  • English is more popular then French and Chinese.
  • UTM via Google Ads campaigns.

What can you do with these data? It shows as an overview who are your user’s and how long do they stay on your website. UTMs allow you to monitor campaigns efficiently, if they came to your website with an UTM tag.

Make sure to optimize your website for a better user experience.

From the data above, we can see that most of your users are coming from top-tier countries. With these data, you can see from where they are coming and to offer a better experience.

Maybe adding currency for these countries might be a good thing or adapting your website to these countries since most of your visitors are coming from these countries.

Now let’s take a look at the average time spent on your website. From what we can see their average time is really low. What does it mean? It might mean a lot of things, most of the times this is why.

  • Website Landing Page not to clear or too much information.
  • Not responsive design.
  • Not relevant information.

Well my friend, you need to improve your website. With about 0.45, you will need to add some CTA (Call-to-action) and more simple design to bring the attention of your potential customers more easily. Avoid a landing page or a home page with too much information. Keep it simple, less is more.

Having a not responsive design is a big no no. Most of your customers might shop directly from your website.

Don’t put information, if it is not useful to the customer. If it does, then keep it simple and if they want to learn more then add a learn more link.

Humans are lazy. They always want to go the shorter way.

Bounce and Exit page.

Your current bounce and exit rates are bad due to what we said above. Exit page is the page where they quit your website. Bounce rate represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.

Most visited page.

From the data we gathered, your most visited pages are the sales category of your website. By knowing that data, you can improve your user experience and conversion rate.

Since that you know that your most visited page is the sale section. Use it as a CTA (Call-to-Action) on either a home or landing page. That way, you will be able to improve your average time spent and reduce your bounce rate.

Language.

I know, I’m becoming annoying with users’ experience but I want you to be successful with your ecommerce business. Always adapt to your customers.

We can see that most of your visitors speak English, French and Chinese (Simplified).

Having a version of each language would help you benefit from a better user experience and conversion rate. Customers love when they can understand everything. They will always privilege their home language.

UTM.

You are running Ads? Yep. For the sake of this example, we’ll say that you are running a campaign on Google Ads.

You are using at the end of your landing page the UTM tag ; https://mystore.com/?utm_source=googleads&utm_medium=banner&utm_campaign=covidsales

Each time a visitor clicks on your ads from the Google advertising network. Jitt will compatibilize this as a separate visitor under the UTM visitors and compile in real time how many visitors came in using this tag.

You can multiple of UTM tags, Jitt segmentize each visitor with the tags they come from. It will show you their efficiency, so you can better understand which campaigns work better.

Well, I guess you have learned a bit more about why analytics is a must. That’s only the basics of what Jitt offers. We offer more other features that will help you and we will be posting this next week.

The next week’s post is about Sessions Replays and Heatmaps and how they can optimize your user experience (again!) and understand your user behaviour.

Never forget that, always adapt to your customers. A happy customer is a loyal customer. It’s all about experience.

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