Ecommerce managers have a lot on their plates, and you’re probably no exception to that rule. As someone who spends my days working with ecommerce teams, I know how stretched you are, and so I’m not quick to recommend that you take on new tasks. But there is an exception to this rule: If you don’t check your site analytics daily, start doing so immediately. Trust me, this small amount of extra work can (and probably will) save you an abundance of time, sales and frustrations later on.
Daily health checks are especially important if you’re doing any sort of digital marketing, running a social media campaign, or making any kind of tweak or technical change to your site. Since there’s little change that you’re NOT doing one of those things on a continuous basis, make a review of your site analytics part of your daily routine to ensure there’s nothing amiss with any of your initiatives.
Here’s why: Let’s say you make a small change to where your email signup button or link is located. That tiny tweak may end up causing numerous problems for your visitors, resulting in fewer signups (and consequently, fewer opportunities to market to new prospects). This isn’t just theoretical; I’ve worked with clients who’ve gone a long time without realizing they were missing new email signups.
Fortunately, checking your site analytics doesn’t have to be a burden. I highly recommend to all clients setting up a custom report in your analytics program, whether that’s Google Analytics, Magento Business Intelligence or Adobe Analytics. All of these solutions will generate and email the reports to you automatically, so you don’t even need to sign in to your analytics console.
Types of Analytics to Check
Obviously, the metrics included in your report should be those that are most important to your brand. That said, I do recommend that all ecommerce managers get a top level report of all your channels, and include top KPIs such as traffic, conversion rate, number of transactions, revenue, social sign ups, etc).
Additional reports for specific channels are also warranted. For instance, if you spend a lot of money for paid search, you’ll definitely want to receive a dedicated paid search report that provides additional metrics, such as your cost per click, competitor percentage, and so on.
Avoid Unpleasant Surprises
Here’s a promise I can make: checking your site analytics daily will help you avoid rather unpleasant surprises. At Something Digital we’ve seen numerous instances where a client launched a new site and then monitored sales by looking at their Magento dashboards. At first glance the site looks as if it’s performing as planned, as evidenced by new sales coming in. A few days later they check Google Analytics only to discover that their GA tracking code wasn’t setup correctly and is reporting 0% revenue for those past few days. This is critical site data that should be used to optimize the site but is lost forever.
We’ve also seen costly surprises crop as a result of changes made to critical processes, such as the checkout page. Ecommerce managers, eager to boost conversion rates, optimize their checkout pages without realizing that a technical issue is causing problems for users at a specific stage.
But a glance at the site analytics will clearly show that visitors are encountering problems at a specific stage in the checkout funnel, and you’ll know exactly where to focus your efforts. I remember a client coming to me after spending an enormous amount of time trying to identify why sales were falling, when the answer was waiting in his Google Analytics all along.
Checking your site analytics is the first place to go when troubleshooting technical issues on your site. I’ve seen clients waste a lot of time digging into other areas when they could have looked into their analytics platform and instantly seen what the problem was.
Setting Up Custom Report in GA
Most clients use Google Analytics and it’s incredibly easy to create a custom report for your site analytics. To begin, Google offers an online tutorial that walks you through the process. Google’s new Data Studio turns your site data into dashboards and reports that are easy to read, easy to share, and fully customizable, and offers a gallery of reports to choose from.
Moreover, other ecommerce managers have created and shared their custom reports which you may be able to use as a starting point for your own. In other words, creating a custom report may be as easy as finding a report template to import into your profile.
I hope I’ve convinced you to begin checking your site analytics on a daily basis. It’s the single most effective way to ensure your site and marketing initiatives are performing as planned, and to identify and resolve issues if they’re not. If you’re having issues with you analytics or want more information reach out to us, we’d love to help!
Written by: Lindsay Pugh, Digital Strategist