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How to Use Analytics for an E-Commerce Site

Why websites need analytics


E-commerce sites always looking for customers and trying hard to make the best experience for customers during the period they visit their website. So they need an E-commerce website that has a higher SEO. By knowing the demographics and interests of website users, website owner will be able to optimize the website activities. With the website analytics, you will be able to get an idea about the visitor behaviors, category of the visitor based on age, location, and traffic source, how long visitors remain on the website, and etc. With this information, you can easily plan your business strategies for the best and grow the business faster.


Main focuses of web analytics


Simply web analytics is the collection, reporting, and analysis of data generated due to the visitor’s behavior on the web page. Tracking this behavior in the website will guide you to identify the opportunities for improvements in the website. Under this, there are so many metrics that can be tracked including traffic sources, overall traffic, bounce rate, new and returning users, number of sessions and session durations, and much more.

So many data will confuse you without any proper explanation. So the best way is extracting few most important key metrics at first. For example, you will be highly considered on mostly viewed pages of your e-commerce site. With that you may be think of optimizing the least viewed page to get the considerable amount of views for that page.

As the most important metrics, we can identify demographics (Age, Location, behavior, gender), Acquisition, session number and session duration, traffic, bounce rate, and so on.


Use of metrics into reality


Page bounce is a very crucial metric that gives the idea about a problem kind of thing. Here page bounces mean single page visits that are landed on and left without visiting other pages. So higher page bounces in a middle page indicate a problem because usually higher number of page bounces should be obtained by the last page of the website.

If someone leaves the site without proceeding, you will lose your customers. So identifying the reasons for this leaving and alterations should be done to optimize the SEO of that particular page.

Another important metric is Web Traffic. It is the amount of data sent and received by visitors. High traffics will help you to get leads by qualifiers, share your brand, and build relationships that will important develop trust among your clients or customers. From web traffic you can get an idea bout popularity of your e-commerce site’s page or the site. We can identify 5 types of web traffics as organic, referral, social, paid, and direct traffic.

When measuring the web traffic, we usually consider the number of visitors, the average number of page views per visitor, average visit duration, average page, domain, busy times, and most requested pages, most requested entry pages, most requested exit pages, top paths, and so on. How increase the web traffic Placement of website in search engines, advertising, bulk e-mails, pop-up ads, and in-page advertisements are contributed in increasing the web traffic. Only by increasing the number of visitors we can’t increase the web traffics. We also have to make sure that a visitor stay on the website and view many pages in a visit. Too much web traffic is also not good because it prevents or slows down the all access to the website. This is called as traffic overload. This situation is commonly seen in large-scale websites with numerous servers.

Active users is another metric that we look in web analytics. This is used to measure the level of engagement by quantifying the active interactions within that particular period. When selecting criteria for this metric, both situations where criteria are too loose and too strict, the actual active users become unidentifiable. Too loose criteria may not capture the real active users with actual engagements. Too strict criteria may miss the users who are getting values from a simple way.


Clicks are also a metric that we used specially for e-commerce sites to get custom insights such as button clicks, page clicks, link clicks, etc. So in e-commerce sites we can get data for most clicked button, how many clicks obtained for a particular product, and so on.


Analytics may be confusing but only if you don’t know what to look for and why. So you will get best from analytics if you use best metrics that are most suitable to your website

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