You are already an SEO sensei. You are a content creator, a PPC pro, a marketing maven and an analytical ace. If you need it to succeed online, you are aware of it and over it.
But if you only use Google Analytics, you lose a ton of valuable, free data that can help you increase your revenue, engagement, and clicks. It is the trifecta of electronic commerce. How are you getting there?
Three words: improved ecommerce plugin.
Introduced about two years ago, the improved Google Analytics ecommerce plugin – or ec.js – offers the kind of data you could only dream about in the past. And yet, many e-commerce sites still do not use it.
With the Ancient
Older: Google Analytics has collected data after a purchase, usually using a destination goal (like your "thank you to buy!" Page). You can track the number of impressions, the conversion rate and the value of these sales.
All of this is useful, without a doubt. If you are an intermediate user, you could even track, compare, and analyze other statistics to guide your marketing . Nothing wrong with that.
But as an ecommerce site, would not it be nice to have beneficial data on customer behavior before you buy?
Enter the ec.js plugin
The new way of doing things: the complete journey of the customer – from the arrival to the page, the search, the evaluation, the purchase and even the returns – is followed and collected.
What can the plugin do?
A little bit of everything you need:
The behavior of the customer at each stage of the funnel – before, during and after a purchase.
Detailed reports on the average value of orders, percentage of visitors adding items to baskets, average number of items in an order, affiliate records (number of transactions, revenue and AOV of affiliates sending traffic to your portal) and abandonment rate of the baskets.
How, when and where customers initiate a purchase and / or drop it – at what stage of your funnel do you lose them?
Commitment – views and purchases.
Product Coupon Reports allow you to see transactions and profits per order (do the coupons actually help?).
Sounds too good to be true, is not it? But everything is there for the catch. The only problem is that the installation is much more complicated than just lighting it.
For our purposes here, I'm going to assume that you know the basics of Analytics.
Installation of Enhanced Ecommerce Plug-In
Alternatively, if you are lucky, your e-commerce platform may be one with integrated integration, including:
The Enhanced Ecommerce plug-in should not be used with the Ecommerce plugin (which tracks transaction and article data). If you have previously implemented the Ecommerce plugin, you must create and use a new property (and work with multiple trackers ), or migrate your existing ecommerce property to Enhanced Ecommerce (by deleting and replacing the references by improved references). code).
If you opt for the DIY route, the installation of the plugin can be accomplished in three steps:
Make sure to use Universal Analytics because ec.js will only work with this protocol. If you still use Classic Analytics, you must update to Universal (you will see a
"Universal Analytics Upgrade" link in the Property column of the Admin tab).
Install the appropriate ec.js tracking code on every page of your website that you want to track.
Once everything is in place, enable enhanced e-commerce settings in Google Analytics under Admin> View> E-Commerce Settings.
And done (if only it was so easy). Unfortunately, it is this second step that can make you pull out your hair.
To load the enhanced ecommerce plug-in, use the ga (& nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp;) command; after creating your tracking object and before using the specific features of your Analytics tracking code
70% will give up their basket for any reason. They may be bored by a redirected check-out (taking them to a different domain), concerned about a URL to the search status (aimed at www.yoursite.com/checkout), unhappy with unexpected charges or problems. other surprises introduced at this advanced stage, or irritated by a multi-page process or a single page (it's worth doing A / B tests to determine which ones your customers prefer).
Another dealbreaker for many is a lack of guest cash. Do not force visitors to create an account with you before making a purchase because 23% will abandon their cart according to Forrester Research . Ideally, provide them with both options (create an account or place the order promptly as a guest).
With the Behavior of Verification report, you can see concrete numbers for each step: how many arrived at the first step, what was the value of the second step, and so on.
If you find, for example, that the majority of your abandoned carts are in the payment options, you may need to offer more choices to your customers. If too many people are walking on the shipping page, you may need to offer cheaper options. Use the data to give your customers what they seem to want.
Other Tracking Features
The plugin does more: track refunds with the order & # 39; ec: setAction & # 39 ;, & # 39; refund & # 39; monitor products removed from trolleys with & # 39; ec: setAction & # 39; remove & # 39; analyze product performance, internal promotions, affiliate performance, coupon efficiency, and much, much more .
Honestly, the complexity and level of expertise required goes way beyond the average Google Analytics user. An informed web developer is worth his weight here . They can automatically populate product details, create the necessary scripts, and troubleshoot problems as they occur. Remember the old adage: you have to spend money to make money.
Your e-commerce performance data is worth the investment. What is being monitored is managed, is not it? If you do not know where and when you bleed clients and prospects, you have no chance to understand why. The enhanced e-commerce plugin helps track every step of a customer's journey, from printing to transaction. Before, during and after. This kind of data is priceless.
Feeling a little overwhelmed? The free online course Ecommerce Analytics from Google (there are several others, including one on the Fundamentals ) can give you a good introduction. Even if you plan to outsource everything, it's a good idea to acquire at least a rudimentary understanding of what's going on under the hood.
After all, this is your business. And the improved plugin gives you the tools to make it stronger, better and more profitable.
Easy? Heck no. But nothing valuable is ever.
Have you implemented the Enhanced Ecommerce plugin for Google Analytics? What obstacles – and solutions – have you encountered? Leave your comments below.
About the author: Aaron Agius, CEO of the World Digital Agency Louder Online is, according to Forbes, one of the world's leading digital marketers . Working with clients such as Salesforce, Coca-Cola, IBM, Intel and dozens of prestigious brands, Aaron is a growth marketer – a fusion of research, content, social and public relations. Find it on Twitter LinkedIn or Louder Online's blog .