I am discovering a new world for me. I have always liked figures to analyze cause and effect. It is strange that until now I have not delved deeper into web analytics. I am starting to study some more advanced topics because in the past my knowledge has been shallow. Web Analytics Online Store Fotolia photo rights Web analytics is essential to understand why we sell or why we fail to generate revenue from ours. In both cases, you have to be able to understand the flow of visits to know what we are doing right or wrong.
Let's start with a basic traffic analysis of an consumer email list online store. Basic analysis of visits to an online store There are several basic metrics that help find out if the bases created are adequate or we have to work on aspects related to design, usability, site trust, etc. An improvement in these criteria also has a direct effect on the web positioning of a store, so it is worth continuing to monitor it. Time of stay : it is the time that a user stays on average on your page. Although it can vary a lot depending on the theme, the products, the catalog, etc. an indicative data to start would be 1 minute. Pages per visit – This metric indicates the number of pages visited by a person accessing the web. It should exceed an average of 2 to start. With larger catalogs there should even be an average of 3-4. Bounce Rate – That 50% immediately leave the store upon landing is not entirely disconcerting. There is no doubt that it can be improved, but it may be relatively normal that without optimization the rebound data is even higher than 80%. Advanced traffic analysis for an e-commerce The basic analysis is an initial step to find out if there are any serious errors on the page that prevent the user from finding what they are looking for and ending up purchasing the product. You have to investigate and understand what happens before and during the purchase decision. Micro conversions: here you have to define all those actions that can constitute a step prior to the final conversion.
This involves, for example, downloading the catalogue, accessing the “about us” page, signing up for the newsletter, etc. Stores do not usually give much importance to micro-conversions despite their important role in the user's purchase decision-making process. Conversions : It is the ultimate goal of an online store. You have to count the total number of people who end up buying in relation to those who enter. The conversion ratio is also often referred to, which can initially be between 0.2-0.5%. Of 1,000 people who access the store, on average they would buy 2-5. To understand what happens in an online store, you have to understand the weight of the different traffic sources to achieve micro-conversions and conversions. You have to like numbers a little to get deep into this world. It has its prize because once you have understood how you can influence to improve your results it is "only" a matter of work and time to get more sales.