Ecommerce Analytics: From Data to Decisions
As you may have read in recent posts I am a member of the Google Analytics Academy. Basically this means that I attend Analytics courses to learn how to analyse data from the website and build business confidence. I am just fresh back off a course with Justin at Google called “Ecommerce Analytics: From Data to Decisions” .
The problem: Website owners do not look at the majority of their data.
There are a lot of people out there who have set up google analytics when they built their website, they might look at traffic patterns once a month, maybe keywords, and bounce rate. but that is about it.
Analytics gives marketers valuable insights into the visitors on your website so you can analyse their behaviour and make tweaks to your website that improve your conversion rate and turn website visitors into customers.
Analytics for Ecommerce:
This course sparked my interest as it focuses in on some of the new tools and datasets Google has been rolling out for e-commerce stores. I have already completed 93% Google Analytics Platform Principles Exam and the 94% on the Google Analytics Academy Fundamentals Exam earlier in the year. So the e-commerce specific certificate seemed like the next logical step.
What was covered?
- Creating a measurement plan for important eCommerce data
- Reporting and analysis
- Preparing Analysis
- Traffic Source analysis
- Multi-Channel Analysis – Which Channels support people taking the action you want on your website (sale, signup, lead)
- Customer Profile Analysis
- Enhanced Ecommerce Techniques
- On-Site Merchandising Analysis
- Shopping Behaviour and Analysis
- Checkout Analysis
Exciting new functionality.
I was excited to see Google rolling out its new enhanced eCommerce beta functionality. Any of you who have worked with us know how excited we get about good data as it gives us the information we need to drive change and boost conversions on the website.
Google Analytics Ecommerce Enhanced BETA offers the ability to:
- Track product categories and see if they are engaging visitors and getting clicks.
- Figure out how product merchandising on your website affects user experience.
- Get the information you need to merchandise your website and optimise visual merchandising
- Seeing exactly which product people add to their cart, remove from their cart, check out with.
- Dashboard cart abandonments
- Troubleshoot products that are not converting.
- Troubleshoot problems with your shopping cart and exactly where customers drop out.
How did I do?
Basically you need a score of 80% of higher across the three modules to get a certificate in Ecommerce Analytics. I was pleased to walk away with a score of 93%. 
Not sure what’ s going on, on your website?
If you need help pulling out the important information for your website so you can make marketing decisions we provide hourly consulting and training in Google Analytics so you can make marketing decisions that boost leads, customers and profits. Learn more about analytics training and reporting services here…
