Your e-commerce business should benefit from all the data and insights google analytics platform provides and options including:
#1. Audience Targeting
Google Analytics provides the ability to group audience based on their behavior on your website for example visitors who view a product details page but didn’t take any action or who add items to shopping carts but didn’t complete the purchase process, or their demographics (gender – age – interests – geographical location – devices used).
#2. Customer Acquisition
Another useful advantage for google analytics is the data about where your website visitors come from, such as search engine organic results, paid search results, social networks, direct visitors or referrals from other websites and behaviors (conversions) for each channel visitors.
#3. Decreased Bounce Rate
Pages with highest bounce rate (landing pages the drives visitors away rather than encourage them to explore other pages in your website) can be defined using google analytics to land on the weak areas in your e-commerce platform and improve the user experience in this pages to avoid losing a huge portion of traffic with no completed conversions.
#4. Long-Term Performance Comparison
Data is always available to use in performance comparison between current performance and any period before starting from the date you start using google analytics code in your e-commerce website to determine the areas and metrics that experienced positive or negative changes using many options to compare date in different.
#5. Campaigns Tracking and Evaluation
Evaluating your current and previous campaigns performance based on traffic metrics (visits – bounce rate – page views) and conversions metrics (number of transactions – average value of each transaction – total revenue from each source) is available in google analytics campaigns report for both paid and organic campaigns to measure your business return on investment of each campaign.
#6. Competitor Analysis
Benchmarking tool available in audience report within google analytics data provided is a great opportunity for competitors’ analysis based on your business selected industry by benchmarking your e-commerce website against local competitors chosen manually based on their traffic metrics approximate to your business.
Personally, really big fan of the "User Explorer" and "Acquisition by Source" reports. Probably two of my most visited pages on any app.
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