E-Commerce Web Analytics: A Must Have For E-Commerce Sites
I recently completed a Google Analytics and website competitive assessment for an entrepreneur who is evaluating the purchase of an e-commerce business.
We were fortunate in that the website had much of the Google Analytics e-commerce functionality enabled and the information that it provided was invaluable. As a result, the potential buyer has obtained valuable insight that will enable him to make a more informed buying decision.
There are; however, many e-commerce websites that are utilizing only a portion or none of the e-commerce web analytics functionality. Many of these site owners have access to limited data and may actually be leaving money on the table.
Enabling full e-commerce capabilities can be invaluable due to the level of detailed information that can be obtained. In the assessment that I referred to, we were able to share important measurements like conversion rates per individual keyword.
This information can be helpful in prioritizing SEO efforts or establishing or tweaking pay per click advertising campaigns. It can also be helpful in the implementation of social media initiatives or in product placement in the redesign of the site. This one measurement field revealed additional revenue potential which may have gone undiscovered otherwise.
If you own or manage an e-commerce website be sure to take a look into its web analytics capabilities. Your web analytics set-up may be the difference in making money and making more money.
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There are various advantages in it, E-commerce business site is considered to be one of the good quality site. So as given it is very essential to have the web analytics code embed in it.
1Yehiel,
Thanks for your comments. My clients are business owners and those who manage websites on their behalf. It’s fun to see how excited they become when they realize the breath of data that is available by fully enabling the e-commerce capabilities. I appreciate your insight and thanks again.
Duane
2Enabling the E-Commerce functionality within your web analytics tool is crucial. Within Google Analytics, there’s also the possibility to monetize non- e-commerce metrics so that you can place a value on certain “elements” or parts of your website. You don’t necessarily have to have a shopping cart and actually sell something on a website to use e-commerce functionality in web analytics–for example measuring effectiveness of social media campaigns on facebook and linkedin.
3