There are many Google Analytics manufacturers can use to increase ecommerce sales. In this second post, we’ll discuss building segments and how to use three enhanced ecommerce reports to better understand your customers. If you missed the first post, we recommend going back and reading it for the best start. 

Building Segments

Understand What Influences Your Visitors to Buy

You can learn what influences your store visitors to make a purchase by examining segmented user data. It’s possible to track individual users within a time frame of your choosing to see data like: how many times they visited your site (sessions), when they completed any goals you have set up, or the total amount of money they spent in your store during that time. You can also segment users who made a purchase versus those who didn’t to see what influences people to buy.

Determine Campaign Success

You can also segment by sessions to see what individuals did in a single session. This is helpful to compare the success of marketing campaigns. For instance, you might compare the amount of revenue made in sessions that originated from an AdWords campaign versus revenue made from an email campaign.

How To Segment

To segment data, start by viewing the Audience Overview report. Click the grey arrow by the “All Sessions” tab close to the upper left hand side of the screen to add segments. A list of commonly used segments will appear. You can choose from these or make your own. Click Apply at the bottom of the page when you have the segments you want to compare.

To create your own, click the Create New Segment below the Applied Segment field. Follow the prompts to create a segment of your choosing. 

Enhanced Ecommerce Report

Google now has even more in-depth reports to understand what influences your buyers to buy. In order to get the enhanced functionality, you must tag your property with the ec.js plugin. For step by step instructions on where to add the tag in your Shopify store read this Shopify Help article. The three enhanced reports follow.

Product Performance Report

The Product Performance Report allows you to measure how each product is performing. For instance, how many times it was purchased versus times it was viewed and how many times it was added to the cart.

Product List Performance report

The Product List Performance report analyzes your products in relation to lists that they’re included in, like category lists. You can see how many times a product appeared in each list and in what order. This is helpful because it tells you what positions are more effective and what images and descriptions work best. You can also see in what list the product does best.

Shopping Behavior Analysis

The Shopping behavior analysis report allows you to see where customers drop out of the sales funnel while on your site. You can see those who left without adding anything to their cart, how many added something to their cart, how many abandoned their cart at checkout, and how many successful transactions were made. Using this data, you can troubleshoot issues. For instance, if a lot of products are viewed but customers leave without putting anything in their cart, product descriptions may be to blame. 

Enjoy Your Sustainable Revenue

With your great product line, sleek website, and your eye on analytics, you are destined for success making addition revenue through online sales.

If you’d like additional assistance with your ecommerce efforts or any of your marketing opportunities, please fill out the form below.