Web Analytics for Online Retailers: Financial Highlights

Web Analytics are considered to be particularly important for online stores. In the internet business, it is applicable to any company operating indicators such as cost, revenue, and so expanded by the data on performance and use of the website. The commercially available tools to analyze this data and present it clearly. But knowledge itself must be derived. Here are a few tips on how to do it best. It is also important to use the secured and trustworthy ecommerce hosting provider so as to achieve data confidentiality and consistency.

Similar to how the economic analysis, the costs, revenues and earnings have a view, it’s available for your store some basic numbers that you should know every month.


What key should definitely know?

The number and distribution of page views (page impressions) gives a feeling about the efficiency of the content. The Top 5 most viewed pages on the home page, you should always have in mind. The number of visitors the last three months should be Sho-operators also common. And finally, the number of orders and the average order also derived from this.

With these four web metrics (PI, top 5 pages, number of visitors and orders) as well as the business key data can shop owners describe their online business ever clear. The next step is then, however, to analyze them too.

Web Analytics for online shops: How to work successfully with figures?

Web analytics tools provide dozens of key figures, so that users can derive as flexible as many insights. This is both good. On the other hand, are growing rapidly all data mountains, where you can quickly lose track. One should remember that you make with the key figures and analysis in the future will not be longer than necessary rummage in the past.

The best trick: Specific questions

To be sure to move in this cycle, you should ask yourself before the start of an evaluation as specific questions.

An example: A shop owner has switched in the last month a banner. He should avoid global issues, such as raising such questions is obtained namely “aha answers” such as “What do I get the new banner?”: “.. 40 first-timers,” Aha – and now instead it is better to ask the following specific questions: “Bring me the new banner more buyers than my other sources?” Now it is immediately clear what measures are needed for such a comparison:

  • The number of visitors grouped by source.
  • The number of buyers, grouped by the visiting groups.

These metrics can identify any major search engine, but usually you have to pay even more to turn a couple of screws (landing pages, funnel analysis).

What you should always analyze?

If you have a shop in the network operates, you should always be able to answer two main questions:

First Where do visitors come? The additional practical questions are for example: “Can I increase by Measure X, the number and / or quality of my visitors” This results in, among other things, the key marketing tasks advertising success control, SEO, SEM controlling etc.

Second Where rise from my visitors? Here is the actual additional question such as: “Can I measure Y reduce the dropout rate on the page Z?” From these questions, the whole issue arises shop optimization / conversion optimization.

These additional questions help to keep the focus, so you pull the correct data from the tools and the analysis can be given a concrete support for the daily operations. Because this is at the end: The indicators should not be impressed or even distracting, but help to make decisions.

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