Web Analytics KPIs
There are many web analytics tool options available in today’s world which can be used to measure various metrics to analyse your e-commerce site traffic and customer purchasing patterns.
A few of these metrics are
· Sales Conversion Rate
· Channel Analysis
· Customer Sentiment Analysis
· Customer Behaviour Analysis
· Sales Conversion Rate
This is the ratio of number of sales made per quanta of visits on your ecommerce pageThis can be used to verify the quality of your product offerings and give a statistic on the performance of your site
· Channel Analysis
Channel Analysis can be used to verify from which channel the customer has landed on to your page, whether it is through Social Media, Discussion forums, Ads etc. The metric measured from here can be used to determine which keywords are used to reach your page through web crawling or ads and can be used to optimize which keywords to spend on ads for getting hits, which would have a higher probability of the customer landing on your page thus increasing the chances of a sale
· Customer Sentiment Analysis
If customer reviews are added as part of the ecommerce site features, text mining and NLP can be applied by the analytics tool to understand the overall sentiments related to the functionality of the site and the product offerings, feedback on the discounts offered.This insight can be used to understand what features of the site can be improved and what products to offer/not offer discounts on
· Customer Behaviour Analysis
Web Analytics tool have added metrics of New and Returning customers which can be used to gauge customer loyalty and in turn can be used to design campaigns to attract repeat customers by means of Loyalty points and new customers using Lightning fast deals. This is turn can improve the Sales Conversion Rate
Using Google Analytics(GA)for analytics
One of the best and cheapest ways of performing analytics on your web page is using Google Analytics(GA). By embedding the GA tracker in the website root DNS, all the above mentioned metrics can be measured, based on your requirements either by using the free version or paid version of the tool.
Channel Analysis can be done using the Real-time section of GA — This can be used to detect the traffic sources leading to your page
GA can even use to determine the most common types of devices used to access your webpage which can help you design a strategy for the device type most commonly used to access your page or optimize the look and feel for the view from the device to improve User Experience
GA can be used to perform funnel analysis which determines the layer to layer percentage of the users who visit the page to the % of users who ultimately make a payment. This can be used to determine customer surfing patterns and help in determining strategies which can increase the number of customers who traverse the funnel to reach the payments layer.
Taking into consideration the Presents R Us website, following key Metrics can be analyzed to understand the web traffic and online purchasing behavior:
