Xune Business Growth Insights

Quick-Win: Using eCommerce analytics to find areas of improvement

eCommerce analytics


Using tools like Google Analytics to gain a deeper understanding of your eCommerce analytics should really be a monthly task. In the ever-shifting world of eCommerce it pays to understand your customer at a level previously unheard of and helps you to grade your performance against your eCommerce SMART goals. Being there to answer common questions or gently guide using Impulse Factors.

We’ll explore how to recognise an opportunity for optimisations and suggest some methods to act on it for measurable results.


Commonly highlighted Areas of Improvement via Analytics


Mobile vs Desktop

Having an understanding of which devices your customers use your website often presents a key area of improvement. Total raw numbers can give a clue, however, seek contextual data such as pages/session, bounce rate and avg time spent. This can give you clues into the usability of your website over various display sizes or even insights as to what stage of the purchase journey different devices are being used.

Pro Tip: Accelerated Mobile Pages (AMP) can supercharge your mobile website experience


Acquisition Channels


This data is easy to find and shows you which of the various online channels you are getting your visitors from, e.g. Social, Paid Search, Organic Search etc…

Try dig deeper into this data and ask questions such as which keywords are driving search performance, how engaged is my social media traffic? Only by understanding the current performance of your acquisition channels can you then set new goals to move you forward.

Consider strategies like focused campaigns down a particularly under performing channel or employ the 80/20 rule and throw your efforts through your most lucrative acquisition channels.


Checkout Funnel


You are cautioned to not take your eye off what is happening once your customers enter your checkout funnel. You’ve done all the hard work getting them on your website, they’ve been expertly guided through the various buying options you have and they have started the checkout process in earnest.

Getting a detailed report of which stages of your checkout you are losing customers can help you apply the right remedy to the right page. Checkout friction can be caused by many factors, if you find you are losing a high proportion of customers let us know so we can suggest some optimisations.


Landing Pages


The homepage is important, often the very first impression of our website when someone navigates directly there. It can set the tone of your brand and immediately gives a lasting impression upon your customer which can dramatically influence whether that customer completes their checkout. With all of that, we can be forgiven for viewing our homepage so highly.

However, it’s often a shock to established merchants who discover that a significant chunk of their traffic doesn’t actually start at their landing page. Diving into this report can highlight high performing content or blog pages, providing an abundance of insight for the agile merchant who this information wisely.

Pro tip: Create a content marketing strategy around your popular landing pages


Page Speed Insights


No one likes a slow website, and there are many page speed tests you can perform including simply opening up your website in an incognito window. The common goal many website owners seek is to make sure that their homepage is super slick at loading. However, as previously discussed your homepage isn’t always the first page your customer uses to land on your site.

Google Analytics page speed insights can give you an overview as to which pages perform quickly in relation to your overall site average. The idea here is to have super fast login, profile and checkout pages while media-rich pages a couple of clicks deeper into your website can afford to be a little slower to load as your visitor should by now be invested in consuming your content.



Make optimisations based on the available data rather than on a gut feeling.

Make your assumptions while using a big enough data set by changing the date range to suit, if your website is new then allow sufficient time to pass before making changes to your website. 

Compare the performance of your website against the period of time prior to any changes being made and consider a/b testing new pages against old ones to further prove the success of your optimisations.


Want a second opinion?

If you want us to have a look over your website, or have any other questions about how we can work together, just ask.


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