How to Get the most out of e-Commerce Analytics

Avatar for Wouter Maatman
e-commerce analytics

The world of e-commerce has expanded dramatically. As a result of the pandemic and a shift in shopping habits, e-commerce websites keep popping up, and marketplaces are growing faster to serve clients better. However, e-commerce analytics and careful data analysis are essential to developing a website further and updating the customer journey.

The pandemic has affected every business, and the e-commerce industry is no exception. Most “rules of engagement” no longer apply due to this change. Of course, this is not the only change in the sector. Google’s update in the algorithm, cookie law, and mobile-first e-commerce also significantly impacted (re)marketing strategies. A strategy that merchants in e-commerce widely utilize.

Why use analytics?

Analytics entails tracking every step of the shopper’s online journey, from discovery through purchase and retention. To collect this data, a webshop needs to implement analytics properly to gather all consumer interaction points. In addition, of course, a website must contain all of this information legally. In a previous post, we already highlighted some GDPR alternatives.

Using e-commerce analytics software can help improve customer journey and conversion, but a data-driven strategy entails more than just using the software only. Before investing in analytics, a webshop also has to change its thinking. It requires good analytical skills to track the success of e-commerce growth. The key indicators that a company can analyze to improve customer experience on your website:

  • Conversion rate on product pages
  • Conversation rate of the sales funnel
  • Shopping cart abandonment rate
  • Direct website traffic
  • Pages per visit

Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

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