Google Analytics is a powerful tool for understanding how consumers engage with your website and your Cloud Store. It can quickly show you who your customers are, where your marketing efforts are paying off and what web traffic is converting best.
When your customers come to your ticket window you have the opportunity to interact with them, find out who they are, where they live and what their buying behaviors are. Without e-commerce analytics, you are blind to who a big chunk of your customers are. But Google provides you with a FREE tool to enable you to learn so much more about your online customers than you ever could at the window.
Using Google Analytics, you can now gain valuable insights, tailor marketing efforts, optimize your site architecture and calls to action to convert the most visitors, learn where your most valuable customers are coming from and brainstorm ways to find more.
There are several sections within Google Analytics that are useful for tracking both your website traffic and Cloud Store traffic. Note that to get the most out of Google Analytics you’ll also want to make sure e-commerce is enabled.
The Audience section of Google Analytics will tell you who is visiting your site and helps you better understanding your online customer. You can track things like:
- Age & Gender
- Location: This can be broken down by Country, State, Metro Area, or City
- Language: Broken down by English-US, English-Canada, French – Canada, etc.
- Technology & Mobile: Are your customers using mobile or desktop, what browser and operating system they are they using and what devices are they on – helps determine what you should optimize for and support.
The Acquisition section of Google Analytics will tell you how customers got to your page. This is valuable information so that you can determine where to most efficiently spend your marketing dollars. With this information you can find out the means that get the most people to your website and the channel that drives the most revenue. Some channels that drive sessions include:
- Organic Search: These are the customers that navigate to your website via an unpaid search engine listing, e.g. a Google.com search.
- Paid Search: Similar to organic search, but these people click on a paid search engine listing.
- Referral: These people came via a link on another website.
- Direct: These people get to your site by typing your URL directly into their web browser.
- Social: These are visitors acquired via a link on social media.
- Email: These are people that received arrive at your website via a link in an email. You can further track the success of your email marketing by building custom campaign URLs to place in your emails here.
Having Ecommerce enabled allows the revenue that comes from any channel to be captured in addition to everything else Google Analytics tracks.
The Behavior section of Google Analytics will tell you what pages customers are viewing while on your website.
From here you can also further analyze the following:
- Landing Page: The first page people see when they are acquired.
- Other pages customers visit and the path they take to get there.
- Exit Page: The last page viewed before leaving the website.
Among other things this information can be useful when determining where to place a call to action button— lots of webcam traffic? Place a “Buy Now” button there!
The Conversion section of Google Analytics is where you can drill further into the transactions that have occurred (Note: Ecommerce must be turned on to receive this information). From here you can view:
- Which products sell the most units?
- The time it takes customers to make a purchase.
- You can set up multi-channel funnels: Track the fact that a customer has visited your site via a different channel several times before making a purchase and attribute some of the revenue from the order to all of them since they all influenced the final purchase behavior.
Cross Domain Tracking
All of the above can become even more valuable when Cross Domain Tracking is enabled between your website and your Cloud Store. This ensures that you see the Google Analytics for your store and that all sessions are continuous when the customer crosses from your website domain to the Cloud Store domain. Setting up cross domain tracking simply requires adding a small block of code to your website, which we can help you set up.
We can walk you through setup in 15 minutes, then hand you the keys to smarter marketing that gives you insights on search paths, traffic sources, click through rates, and more. Call us today!