The era of e-commerce is on the rise today as never before, but it is still far from its peak. All business analysts, without exception, predict further rapid growth in profits from online sales. In 2020, eCommerce revenues exceeded $4.2 trillion worldwide, and the number of eCommerce shoppers surpassed two billion.
The exponential growth of online shopping transactions is due, among other things, to the ubiquity of mobile devices. Today, you don't even need to sit down at the desktop to purchase any amount.
The concentration of such, previously unthinkable, number of buyers, in fact, in one place — on the Internet — is simultaneously a challenge and the path to endless opportunities. Those, who will be able to collect the necessary eCommerce analytics in time and use it correctly, have all chances to become an integrated part of the brave new market.
The days when it was enough for you to look at the visit counter in an online store and compare it with the number of goods sold are long gone. Today, every visitor who looks at your site even for a couple of seconds leaves a digital footprint. Enhanced eCommerce Google Analytics tools and other solutions allow you to analyze your successes and failures and even predict the future with the highest degree of probability.
Stores that do not engage in deep and diverse eCommerce analytics have not only no future but even no present. Did you know, for example, that 40% of shoppers come to stores from Google search pages? Then, for sure, it will be helpful for you to know that only a negligible number of users continue to search for the information they need on the second page, and only 0.78% of those who still reached the second get to the third. Why is your store not visible at the top of Google? By turning to enhanced eCommerce Google Analytics, you can get detailed information about all transactions. After examining the data obtained, you will receive rich material for working hypotheses about the conversion rate factors.
The same we may say for the hundreds of other metrics that affect your online trading success. Moreover, these metrics are individual for each store, and only professional eCommerce analytics can write out a recipe for guaranteed success for your business.
Top 10 E-Commerce Analytics Software
There are hundreds of companies that offer different solutions for eCommerce analytics. Of course, you need to carefully explore the various offers to choose the right one for you. But it's still worth starting your search with the best ones.
Plerdy is a dynamic startup founded by Andrew Chorny. The company's core comprises certified experts who work with enhanced eCommerce Google Analytics is a profession. Most Plerdy employees have been trained in Google AdWords and Google Analytics.
One of the most stable banks in Ukraine — KredoBank — cooperates with Plerdy. Honda, Ukrposhta, Subaru, Kyivstar, SoftServe — are the customers of Plerdy too.
Users appreciate Plerdy's arsenal of eCommerce analytics tools and the bottom line for optimizing their websites with these solutions.
“I just installed a script from Plerdy on my website and immediately saw positive results,” writes Marianna, a representative of Fiorelli Fragolino. “It's a straightforward tool with a lot of power,” says an expert from Newoldstamp.com, Olga. “Plerdy is a tool that any self-respecting online marketing specialist must always have at hand,” says Eugene, marketing specialist at “Echo.”
The Plerdy platform offers users a unique solution for multilevel eCommerce analytics — Plerdy sales performance.
With this tool, a user can define many essential metrics for high website conversion: Key Performance Indicators, the effectiveness of individual elements and blocks on the page, etc. In addition, e-commerce analytics tools allow a user to precisely determine which website elements contribute to his profit and which do not.
The company’s CEO Santi Pierini, is a specialist with many years of experience in eCommerce analytics.
Such companies use CAKE's services as American Home Shield, LendingTree, LifeLock, KnownSupply, Roblox, and many others.
As an eCommerce analytics tool, CAKE offers the so-called Omnichannel approach. eCommerce analytics software from this company analyzes the representation of your website on various sites, summarizes data, and offers eCommerce analytics consulting based on these results.
In the reviews, CAKE users are unanimous in the excellent work of the support team. At the same time, they hint at certain inconveniences in eCommerce analytics reports and a somewhat outdated interface.
Metrilo is leading by Davide Cervellin, Head of Analytics, Insights, and Data, and Moiz Ali. They are both top experts in eCommerce analytics.
The company has experience of successful cooperation with Procter & Gamble, Chocolab, Crisky Dog, ViralPasion, Smoovall.
One of Metrilo's unique e-commerce analytics tools is a proactive algorithm that analyzes internet trends relevant to your business and brings to your attention those trends that can affect conversions.
According to user reviews, Metrilo, analytics for eCommerce in real-time about customers and the state of sales, works flawlessly and creeps to increase website conversion dramatically. However, they are not satisfied with the outdated templates for personalized email campaigns and the lack of some functions available in similar services. In particular, they mean the segmentation of customers reviews for individual products.
Kissmetrics CEO is Ryan Salomon, the online marketing specialist.
A unique tool in the arsenal of eCommerce analytics from Kissmetrics is the BIg Data processing solution. It combines eCommerce performance analytics for a specific site and predictive analytics of eCommerce in Global.
Users rate Kissmetrics eCommerce analytics highly in terms of sales funnel and lost customer acquisition. However, their complaints related to the complex interface and the problematic interpretation of the reports.
Fayez Mohamood founded the company in 2014.
Bluecore e-commerce analytics services are used by CDW, Pendleton, Lane Bryant, CVS Pharmacy, NewEgg.
A distinctive feature of Bluecore is the active use of artificial intelligence in eCommerce analytics tools.
Users are grateful that Bluecore provides its users with excellent support from the company's live staff along with the AI involved in eCommerce analytics. However, the lack of some features, for example, split testing and the flaws of the UX interface, cause complaints.
The company is headed by Karthik Bettadapura, Vikranth Ramanolla, and Krishnan Thyagarajan.
Dataweave's clients are Bain & Company, Datarade, Kenshoo, Wavemaker, Mediacom.
In its approaches to eCommerce analytics, Dataweave focuses on comparing the critical positions of your website — brand, pricing, product presentation, etc., with similar data from competitors. Based on these eCommerce analytics reports, AI-powered Dataweave tools provide website optimization recommendations.
Users are thrilled with Dataweave's support and reporting convenience. The bottleneck of this platform, in their opinion, is periodic back-end crashes.
OWOX BI is a Ukrainian company headed by Vlad Flaks.
The clients of this ecommerce analytics platform are Tele2, Raiffeisen Bank, Citylink, Eldorado, Profi.ru.
The platform positions itself as a set of eCommerce analytics tools for the advanced collection and processing of large amounts of data. The ultimate goal of this eCommerce analytics is to reduce the cost per customer and increase sales.
Users highly appreciate the informativeness of the reports and the close integration with Google Analytics and Google Big Query.
Only the wishes of a more affordable tariff plan are noteworthy.
The head of the company is Suhail Doshi.
For detailed eCommerce analytics, Mixpanel uses a segmented study of the sales funnel, user behavior, and the effectiveness of various site elements.
Users emphasize that the user-friendly interface of Mixpanel allows you to get used to its basic functions in 10-15 minutes.
They would welcome Mixpanel to alert the customer when certain events occur. For example, if the conversion drops by 10%.
edrone is an international company headquartered in Krakow, Poland. The CEO is Michal Blak.
Edrone's partners are Niezwiązani, Enterso, Promotraffic, x-kom, AL.TO.
edrone has a suite of AI-powered eCommerce analytics tools. The platform integrates with most of the well-known marketplaces.
Users note the simplicity of the interface and the overall pleasure of working with the program. Of the shortcomings, sometimes minor software bugs are mentioned.
ChannelApe is an American company that operates under the supervision of Mike Averto.
ChannelApe's customers are Rothy's, Steve Madden, Tuft & Neddle, Stasher, Rad Power Bikes.
eCommerce analytics from ChannelApe is based on complex logistics solutions focused on finding the least costly way to deliver goods to the customer.
Users highly appreciate the integrated process management engine.
Single negative reviews refer to occasional failures in the service.
7 Best Ecommerce Google Analytics Reports
Enhanced eCommerce Google Analytics is unique in many ways. After all, nobody doubts: Google knows everything about each of us. The stories of how Google trades our data are not told only by the lazy. However, a significant portion of Google's unique tools are free, and Ecommerce Google Analytics Reports falls into this category.
Of course, Google Analytics for eCommerce is not easy to read. It is no coincidence that most of the eCommerce analytics platforms discussed in the previous section emphasize that their reports are much more transparent than Google Analytics for eCommerce. And at the same time, these programs stress an undoubted advantage that their tools are integrated with Google Analytics.
All in all, it's time to look directly at eCommerce Google Analytics.
Each eCommerce Google Analytics dashboard (many of them among Google Analytics tools) provides a detailed visualized view of the various processes taking place on the site. In particular, the Google Analytics dashboard allows you to both find elements with the highest engagement and detect blind spots.
Let's briefly list the primary report forms available in enhanced eCommerce Google Analytics.
- Product performance — report on conversion rates, average prices and transactions, etc.
- Shopping analysis — researching the shopping cart, time spent viewing each product, etc.
- Product List Performance — Allows you to understand which products are providing the best conversion.
Thus, enhanced eCommerce Google Analytics gives us insight into several critical aspects:
- What products influence conversion?
- What is the average order value, and what does it depend on?
- What are the dynamics of the popularity of our products?
Please be aware that Google Analytics does not provide advanced features by default. It is necessary to activate them on the Google Analytics eCommerce dashboard.
For a complete understanding of the enhanced eCommerce Google Analytics arsenal, you should look at the Solution Gallery, which contains a variety of report templates in different directions.
Pay attention to the following:
- Customer acquisition report.
- Segmented transaction report.
- Income from referral traffic.
- Paid and organic search reach.
- User flow.
- Stream of goals
- Channel-segmented traffic analysis.
Of course, every eCommerce Google Analytics tool provides a ton of unique information to help you optimize your website. However, only the use of a few eCommerce analytics solutions provides a true breakthrough effect.
Ecommerce Analytics Practices
Here are just two figures. Eight out of ten site visitors leave the site if they find navigation inconvenient. 40% of them will never return to this site. Even if it offers the product they want, they will prefer to buy it elsewhere.
In short, you rarely get a second chance to make an excellent first impression.
To get the answers you need, you need to formulate the questions correctly. Try to figure out the following with enhanced eCommerce Google Analytics:
- What promotion channels did you use that gave you the most significant influx of customers?
- Which promotional campaigns have brought the buyer to one level or another of the sales funnel?
- Thanks to which campaigns did the buyer get right to the checkout?
- At what stage does the visitor drop out of the sales funnel?
- What are the reasons that a visitor does not make a purchase?
- Which devices generate the most customer traffic?
- How easy is it for my visitors to find the product they were looking for through the search engine on the landing page?
Keep in mind that up to 60% of all online purchases happen thanks to search engines.
Check weekly that your website is compliant with Google's search algorithms. Keep in mind that these algorithms are constantly being improved. Don't forget that WordPress, which your site is probably written in, regularly releases new plugins to better reflect in searches. Always be aware of these updates.
Do not forget that your site's internal search engine must also meet all the requirements that we talked about concerning optimizing your store's code for Google.
Deep eCommerce analytics will also help you figure this out using the tools we talked about.
Take into account possible errors and typos in the name of your product that your potential buyer may make, especially if he is a foreigner. These incorrect options should also lead him precisely to your virtual counter.
The number of metrics you can track with enhanced eCommerce Google Analytics is surely limitless. To not drown in this sea, determine the optimum that will allow you to take practical steps right away. You can tackle the strategy when you are confident about the current conversion rate of your website.
In addition to defining a set of metrics, tell yourself what you are supposed to do next with this data. Take a look at this shortlist.
- The conversion rate of your site. Let's say it is five percent. Find out where the remaining 95% is lost between a Google search and a checkout point, and how to direct them into a direct tunnel from the search page to transferring money to your account.
- Average order value. Imagine, there are cases when the conversion rises, but the income stagnates or even falls. If the average customer spends less in your store than before, it's worth finding out why.
- Days and time when purchases are made. See when your store has an influx of customers and only hears an echo in empty halls. What influences the curve? Maybe a lack of targeted advertising? Or perhaps you need to pay more attention to seasonal changes in demand?
- The loyalty of visitors. How often do customers who have already bought something once return to your store? Is their average purchase increasing?
You can continue this list as much as you like. However, this is most likely enough to understand how you can get fuel for tactical decisions and strategic plans by interpreting enhanced eCommerce Google Analytics data.
The main thing is to remember: optimizing your website is a daily process. Your store can never be so good that it has nothing to improve.
Before we say goodbye
We started this blog by saying that there are a bunch of eCommerce analytics platforms on the Internet. They can differ in interface complexity, specialization, and depth of analysis. It is up to you to decide which of these tools becomes your favorite. Or maybe you choose to combine several approaches. The main thing is to start working on it right today.