Times when the site was designed, put online and left unmodified for months belong to the past.
Even the most researched ideas cannot predict the way users will be using the site. It means that solutions well marked on the piece of paper may in fact have nothing in common with the reality. Np worries, all you need to do is to pay attention to the following 6 metrics which are golden tools when it comes to analyzing your site for optimization.
Growth driven design
Websites and especially e-commerce sites are living organisms so to speak. They are subject to ongoing evolution that follows trends reflecting how users browse the Internet. As the growth driven design principles say, it’s essential to analyze the data from various analytics tools. The data shows exactly what users do in your e-store and allows you to use it to optimize the user experience.
Statistics are your best mate
What tools should be used? The most popular and reliable tool is Google Analytics. This is an omnipotent statistics tool that’s easy to set up and use for traffic and sales monitoring. When using Analytics, it’s best to know six essential metrics that show well strong and weak points of the website:
Site Bounce Rate
It’s presented as a percentage value and shows how many users view more than one page after they enter your website. The higher the value is, the worse it is for your e-business. It means that either you’re not able to attract the user with compelling content or the navigation bar is hard to find.
Just remember that an average user spends approximately 8 seconds to browse the site (data from 2013), so it’s good to analyze deeply the site layout to make it engaging for your users.
Time spent on site
The higher the number is, the higher chances you get of having many successful buyers. Just like in the case of the bounce rate, website design is the key factor. Pictures and texts layout, buttons, CTAs have a tremendous role in influencing the user’s decisions.
Average page views per session
This metric tells you approximately how many sites users browse during one session. The result that is higher than 2.0 means that users find what they’re after and dig in deeper to find more. In case of e-store, that means looking at related products or checking the offer through the category tree.
An interesting metric that depicts how users literally flow through your e-store. Aggregated data shows you which pages are most popular and what consecutive pages are viewed by the users before they leave your e-store.
When you analyze user flows, you can see if the flow is smooth or if it’s suddenly interrupted. You need to make sure that the user flow is stable. The longer the user stays at your site, the higher chance they’re going to convert finally.
Landing Page Conversions
If you use landing pages for your e-store, make sure you set up conversion tracking in Google Analytics. This way you’ll know what percentage of users finished a specific action (filling out the form to get a whitepaper, promo code or any kind of gratification). Monitoring landing page conversions is a way to check which landing page works best and what changes should be considered to improve the conversion rate.
Call to Action Conversions
Every time you use CTA in your e-store, make sure you set up tracking to monitor its effectiveness. Just like in the case of landing pages, you’re be given precise information which promotion methods work and which ideas are totally out of place.
How to level up your e-store?
The basic round of metrics presented above is what helps you to see what site elements definitely need to be changed. Short time spent on site, high bounce rate, low number of sites viewed – all those numbers affect not only the stats in Google Analytics but also they lead to lower conversion rates.
If you want your e-commerce business to develop smoothly, you need to keep tabs on the data that you get. Allot some time to go through the data and make sure to use it to improve your e-store. Testing new solutions and observing how they affect your user’s decision process is simply the way to develop your store. I guess it goes without saying that the ultimate aim here is double or triple your income, isn’t it?