Five Useful Google Analytics Reports for Ecommerce Sites

Your Google Analytics account is likely to contain a ton of information, and sieving through it all to find some actionable changes to improve the performance of your site might seem a long way off. To get you started, today’s blog post lists five useful Google Analytics reports you can run to get started… 1. Page Visit Value Report Page Visit Value Value Report Key Metrics Look for high ‘page values’ where there is also a reasonable amount of pageviews – this way you can be sure the data is sturdy. This report will show you which pages on your website are of a high average value in comparison to others. Once you know which pages are more ‘valuable’ you can factor this data into your marketing activities. For example you may want to start trying to get the particular page to rank better in the organic results, or perhaps you will direct more PPC traffic to the valuable page. We would always recommend trying to understand what makes the page more valuable before making large-scale changes to your marketing or website. For example, is a page more valuable because it has an above average conversion rate? If so try and understand why the conversion rate is so good – are you very price competitive, or does the page feature a large number of excellent star ratings? It may be you can take some learnings from the page to apply to others. 2. High Visits and High Bounce Rate Report High Visits and High Bounce Rate Report Key Metrics Sort your table by pageviews descending and scan for above average bounce rates. If you are dealing with a large amount of data export your report into Excel and set up a filter where visits are above X amount and the bounce rate is above Y, you’ll then be able to see a smaller, yet relevant, subset of data. This report will identify any ‘problem’ pages on your website. If there are pages on your website that get good traffic volumes but that also have an above average bounce rate it could indicate there’s an issue. Potential problems may include:
  • Poor referring source – such as a PPC keyword that is directing people to an irrelevant page
  • The page itself may not be good enough – are prices too high, is the product description detailed enough, is there a low review rating
Fixing poor performing pages will lead to happier customers and better conversion rates. 3. Referring Sources Report Poor Referring Sources Report   Key Metrics Look out for rows with high visit numbers and low conversion rates, as well as keeping an eye open for good conversion rates . This is a useful report if you have any affiliate activity running as it highlights any referring domains that are not generating good results (and ones that are). Depending on what you find from the referral report you can take action accordingly. If you notice a poor referring domain that is not generating sales, you could consider reducing the activity. For example if you are paying for any affiliate relationships on pay per visit basis you may want to negotiate costs down. This report will also highlight referring domains that are sending traffic to your site that converts well. Where this is the case you could look to see if you could generate more from the referring site. 4. Conversion Rate by Channel Report Conversion Rate by Channel Report Key Metrics Look at conversion rates, transactions and revenue for each channel to see the good and bad performers. This report is a good summary/top-level one, and will give you a good overview as to which channels are driving the best quality traffic to your website. Depending on what the report highlights you can adjust and investigate campaigns accordingly. It may be that this report highlights that your Bing PPC is a real winner for you and you may want to investigate the specifics with a view to increasing PPC traffic. 5. Mobile Performance by Channel Report

Mobile Performance by Channel Report

Key Metrics Look out for high visit numbers and low conversion rates for each row. This report looks at the performance of desktop, tablet and mobile devices per channel to see how each is working for you. This report will highlight where things are, and are not, working on the mobile and tablet front. This report may highlight that organic mobile traffic does not work as well as PPC mobile traffic for example; an instance like this may indicate that redirects to mobile pages are not set up correctly, or it may suggest your mobile presence is due a review. If you’d like help extracting useful Google Analytics data that can help you improve your ecommerce site’s performance, then get in touch.  

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