Category : CRO
How to track ecommerce conversions in GA4 (Google Analytics 4)
Have you mapped out a data plan for 2023 yet? If you’re selling on a major DTC platform like Shopify or BigCommerce, GA4 is probably on your mind. With the sunsetting of Universal Analytics (GA3 or the “old version” of Google Analytics) on the horizon, it’s time to get going with event-based tracking. Many brands have been procrastinating about setting up GA4 – or, worse, only setting it up halfway so that browsing behavior is tracked but revenue and conversions are missing. But can you blame them? Shopify isn’t planning to release native GA4 integration until March 2023 at the earliest (and nobody’s expecting it to work well for serious DTC brands) BigCommerce released a beta version of their GA4 integration in November, but it’s extremely minimal, tracking only begin_checkout and purchase events Manual setup is costly and confusing (and has to be maintained every time you change your site or checkout flow) GA4 revenue tracking should be your top priority, but there’s a lot of confusion around GA4, made worse by Shopify apps that claim to offer GA4 integration but only offer client-side tracking. It shouldn’t be so complicated. At Littledata we’ve already fixed GA4 tracking for hundreds of top DTC brands. In this post I’ll show you how to check if you’ve set up GA4 correctly to capture orders and revenue, and how to start tracking ecommerce conversions today in the most secure and reliable way possible. Follow this guide to GA4 and you’ll be on your way to ecommerce data tracking in no time. We’ll look at how to get from this: To this: How to check if you’re tracking GA4 revenue and conversions After creating a new GA4 property and following the setup assistant to create a new data stream, you might have noticed that you’re instructed to copy and paste the Google tag (gtag.js) script on every page of your ecommerce site. Once you’ve added the Google tag to your site and linked your GA4 property, everything will just start tracking automatically, right? Wrong. With the basic script all you get are engagement events such as page_view, session_start, view_search_result, and click. Obviously these “automatic events” are super important, but they don’t tell you what happens post-click. Here’s how to check if your GA4 ecommerce setup is working or not. 1. Check your Acquisition reporting in GA4 There are two places to look to see if you’re capturing ecommerce conversions. First, the Acquisition reports. You’ll see user and traffic engagement details grouped by channel, but no conversion or revenue data exists. You’re seeing which organic or paid channels are bringing visitors to your store, but you can’t tell if you’re generating any revenue from these visitors. GA4 revenue reporting not showing is one of the most asked questions by merchants and performance marketers. 2. Check your Engagement and Monetization reporting in GA4Taking a step further, check your Engagement and Monetization reports. Do you see GA4 reporting data about cart updates, interactions with the checkout flow, or any purchase or revenue data? If revenue is missing in GA4’s monetization overview, you need to start tracking ecommerce activity ASAP. Otherwise, you’ll end up with a lot of data points that lead nowhere and you will not have an accurate understanding of your ecommerce store’s performance. [tip] Use our complementary instant order checker for GA4 to check your property [/tip] How to track ecommerce conversions and revenue in GA4 After landing on your store, online shoppers interact with collections and products before adding items to their carts and going through the checkout process. These web interactions must be captured as events and linked with customers and marketing data in GA4 to get a complete picture of your business. We have looked at what data can be missing from your GA4 events and which enhanced ecommerce events you should track. But how can you get all these ecommerce events in GA4? Google Tag Manager (GTM) has always been the most common tracking method for Universal Analytics, and the setup process can be carried over to GA4. However, for a lean team, the setup process can be quite time-consuming and complex, having to create a Data Layer In Shopify, and then for each event, you must create: Firing Triggers in GTM Data Layer Variables in GTM Ecommerce Tags in GTM Needless to say, there are quite a few maintenance pitfalls if you're going down this route. Setup is just the beginning. To make matters worse, Shopify is removing GTM from the checkout for Shopify Plus stores (standard Shopify stores never had access). So even if you take the time to add all your own events to tracking visitors before they make a purchase, you’ll no longer be able to track checkout steps (add-to-cart, etc) with GTM. If you want to save time and money while still having confidence in the accuracy of your GA4 data, Littledata is the perfect solution for you. Our proven app is used by over 1500+ brands and can help you track your ecommerce conversions with ease, giving you the reliable data you need to make informed decisions about your business. Littledata’s data layer uses a unique combination of client-side and server-side tracking to ensure accurate, complete ecommerce data in GA4 and any connected data warehouse or reporting destination. Littledata captures complete ecommerce data automatically in GA4 for Shopify and BigCommerce stores. We can break down those events into seven general categories: Marketing channels Browsing behavior Checkout steps Conversions Revenue Recurring orders Upsells Of course, each reporting category has useful data, but brands that really want to scale link it all together to look at revenue and LTV by channel, splitting out first-time purchases from repeat purchases or recurring orders (subscription analytics). As I mentioned earlier, Acquisition reports are some of the most valuable sets of data GA4 offers. They show which of your team’s marketing efforts bring the most results, from traffic through engagement and conversions. The difference between having accurate or questionable ROI data in these reports rests on how the purchase event is tracked. It is useful to have the engagement metrics grouped by channel, but the difference between having accurate or questionable ROI data in these reports rests on how the purchase event is tracked. Get started with Littledata today so you will have the data you need to scale faster the smart way. We recommend tracking in UA and GA4 “in parallel” as soon as possible.
5 Still Effective Tactics to Boost Ecommerce Conversion Rate Optimization
The state of mobile ecommerce for Shopify stores (VIDEO)
Is mobile a better channel than your current data suggests? We recently caught up with Will from Underwaterpistol and Claudia from Klevu to chat about the state of mobile ecommerce. The average mobile conversion rate tends to be only 1-2% for Shopify stores. But that's just the beginning of the story. Optimizing for mobile is an ongoing process. There isn't just one solution. In addition to technical factors like page load speed (time to first paint, etc.), you have to consider the entire user journey and optimize the flow accordingly. This includes social presence, the details of browsing behavior (eg. on-site search, product list views), and checkout funnel tracking, which can be difficult to do manually for Shopify stores. That said, unless you get marketing attribution right in the first place, you might be beating a dead horse. [note]How do you compare? Check out our list of essential benchmarks for Shopify stores, including average order value (AOV) and bounce rate from mobile search.[/note] Multi-touch attribution models are useful, but it's important to fix basic tracking issues first (such as cross-domain tracking in the checkout flow), and even once you get that tracking set up correctly, it's essential to understand how users are behaving at each touchpoint, rather than just giving each touchpoint a certain percentage of credit for the conversion. This is especially true for Shopify stores and DTC brands where popular mobile channels such as Instagram and Pinterest are a strong draw. For example, if your best (highest LTV) customers are actually coming from Instagram Ads on mobile devices, and then purchasing on desktop once they get into your brand story on a deeper level, then maybe your mobile site should focus on visual brand stories with an email signup CTA, instead of discounts and cart abandonment campaigns aimed at direct ecommerce conversions. Thanks to Underwaterpistol (UWP) for putting together the video chat! UWP is one of our Shopify Plus agency partners at Littledata. Do you run a team of Shopify experts that would like to use Littledata to fix tracking for your clients? Learn more about our partner program.
How to manage multiple Shopify stores without sacrificing conversions
Even if you only run one business, that doesn’t mean you should only have one Shopify store. Indeed, there are many reasons why you may want to start using multiple Shopify stores for your business: Remove obstacles from the buying process: If you have a large inventory, customers may need to navigate through cluttered menus or click through multiple category pages before they can find the product they want and place their order. Breaking your inventory up into different stores removes friction from this process and makes it easier for customers to purchase products from you. Create a personalized experience: If you sell to many different areas, developing a unique online storefront for each location allows you to create a more personalized experience for your customers. By peppering the sales copy on your sites with local references and colloquialisms, you’ll be able to catch the visitor’s attention and stand out from the competition. Improve SEO: With the more streamlined and personalized experience that the multi-store approach provides, customers are encouraged to stay for longer periods of time. The average amount of time visitors spend on your site carries a lot of weight in search engine algorithms, so this should make your business more visible online. But, there are challenges to managing multiple stores as well. We’ll show you how to overcome these challenges and use a multi-store approach to improve customer experience, increase traffic and make more sales. Top challenges of managing multiple Shopify stores Perhaps the biggest drawback to the multi-store approach is that it makes managing your inventory and orders more difficult. Customers placing orders on the same pool of items from different sources can lead to confusion, delays and errors. Another issue is that manually creating multiple sites and duplicating content when necessary can be a very time-consuming process. This is more than just frustrating — it pulls you away from all the other tasks you must complete to keep your business running smoothly. Top Apps for Managing Multiple Stores The two challenges described above can both be addressed with a quick trip to the Shopify App Store. With the SKULabs and Shogun add-ons, managing inventory and content for multiple stores is much easier. SKULabs The SKULabs dashboard is designed to be especially intuitive and help users keep track of their inventory, orders and shipments for multiple channels. If you use solutions other than Shopify to sell your products (Amazon, eBay, etc.), SKULabs allows you to review the activity of those channels and your multiple Shopify stores all from the same place. Other notable SKULabs features include low inventory alerts for preventing stockouts and barcode scanning for fast and human error-free inventory data entry. Image source: Shopify Shogun Anyone can use Shogun’s large library of web-building elements and drag-and-drop interface to quickly create their own custom landing pages, product pages and blog posts. Shogun also has a Sync feature that’s quite useful for multiple stores — with Sync, you can copy a page from one store to another with just a single click. Image source: Shogun Multi-store Shopify best practices In addition to taking advantage of these apps, you should keep the following best practices in mind when managing multiple stores: Consolidate customer support: Just as it helps to manage all your inventory from the same place, it helps to manage customer support for multiple stores from the same place, too. That way, it’s easier to monitor performance and ensure there are no support tickets slipping through the cracks. Analyze your audience and discover new niches: Google Analytics andsimilar reporting tools can tell you a lot about the people who visit your store. With this information, you can determine which groups of people make up your core audience. If you’re popular with a certain group, you should consider creating a version of your store that’s designed just for them. Pay attention to SEO: To make the most of the multi-store approach’s SEO benefits, be sure to include the keywords associated with each version of your store (for example, “California dry cleaning” might be targeted by a national dry cleaning service’s California site) in headings, page titles, image alt descriptions and any other area that’s picked up by search engine algorithms. Managing Multiple Stores for Multiple Countries A multi-store approach is especially effective for businesses that attract a large amount of interest from international buyers. Seventy-five percent of consumers who don’t speak English prefer to buy products in their native language, and 59% rarely or never make purchases on English-only stores. There are many tools available for automatically translating the language used on your site to whatever’s used in the browser settings of the visitor. This is convenient, but these translations often contain errors. Machine translations may be mostly accurate — they just can’t process the context that’s required to get everything right. While it does take more time and effort to develop manually translated versions of your site for the different regions you serve, this will provide a better experience for non-English speaking visitors and help you generate more international sales. CRO Tips for Shopify and Shopify Plus Setting up multiple Shopify stores is an excellent method for conversion rate optimization (CRO). Using the following techniques will increase your conversion rate as well: Optimize for mobile: Since 2016, mobile devices have been a more popular way to browse the internet than desktop computers. If your site isn’t fully responsive, which means it automatically adjusts to the type of device that’s used by the visitor, you’re missing out on many potential conversions. Maintain performance: Most visitors will only wait a few seconds for your site to load before they move on to one of their other options. Mobile users are particularly impatient — the majority of them will only wait three seconds for your site to load. High-end performance allows you to keep people on your site long enough to make conversions. Offer free shipping: The most attractive offer you can make to potential customers is free shipping. In fact, simply shifting the shipping fee to the price of the product in order to offer free shipping should lead to a significant improvement in your conversion rate. By combining a multi-store approach with the above CRO techniques, you can jumpstart your conversion rate and set your business up for both short-term and long-term success. Shopify tracking for ecommerce success Of course, CRO is no good if you're not consistently tracking what's working (and what isn't). Luckily, Littledata's Google Analytics app fixes your Shopify tracking automatically, so you have accurate marketing attribution and shopping behavior at your fingertips (including ecommerce events like adds to cart, removes from cart, checkouts and more). You'll also get full access to data audits and ecommerce benchmarks so you can know exactly where your store stands among the competition. Adam Ritchie is a writer based in Silver Spring, Maryland. He writes about ecommerce trends and best practices for Shogun. His previous clients include Groupon, Clutch and New Theory.
How much does customer engagement affect conversion rate?
Whether you're using Shopify, BigCommerce, Magento, Salesforce Commerce Cloud or another ecommerce platform, it's crucial to drive high traffic volume to your site. But important as it may be, it's not the deciding factor between a sale and a cart abandonment. If your traffic doesn't convert, the volume of traffic doesn't matter. Customer attraction is only half the battle — customer engagement, however, is what leads to higher conversion rates, which means more product sales for your store. Conversions are the lifeblood of product marketing. So your main goal is not attraction, but persuasion — collecting an email for lead generation or retargeting, completing customer transactions, getting signups up for your newsletter or anything else of measurable value for your store. As a merchant, you know conversions are the name of the game. You'd think every merchant would have it down to a science. In fact, the data suggests otherwise. What's a healthy conversion rate? While your average ecommerce conversion rate will vary by product type, price point, location of sale and other factors, here are some reliable industry benchmarks we've nailed down: Just recently, our team surveyed 1,127 stores and found the average conversion rate for stores was just 1.4%. This means a conversion rate above 3.1% would put your store in the 80th percentile, with a rate higher than 4.8% in the 90th percentile. Our test also found an ecommerce conversion rate (all devices) of less than 0.5% would put your store in the 20th percentile, with a rate of below 0.2% ranking your store among the worst-performing: Converting sales isn't getting easier, either — reaching the 1.4% industry benchmark can be a challenge for online stores, especially those that: don't price competitively (with the help of historical data) don't use conversion rate optimisation best practices don't optimise their store to increase customer engagement Speaking of customer engagement, we'll dive into how to boost your ecommerce conversion rates (here are some bonus tips on improving CRO). But first, let's overview what customer engagement really is. [subscribe] What is customer engagement, really? Customer engagement is the strongest indicator of how a customer feels about your brand, your products and your online shopping experience. There are many conduits for measuring customer engagement (e.g. email open rates, page views, landing page clicks, average time spent on page, bounce rates, etc.). With a 500-person sample of marketers, a Marketo survey found the following: 22% of people thought customer engagement was a brand awareness tool 63% considered it customer retention, repeated purchases and renewal rates 78% thought it was something that occurred in the final stages of the marketing funnel In other words, modern merchants don't exactly have a solid definition of what customer engagement really is. Even as data analytics experts (a.k.a. data geeks), we consider customer engagement to be more than a measurable set of customer data or online actions — it's also an emotional connection to a brand as well as a tool for brand awareness, chiefly driven by data, measured by data and optimised by data. See the pattern? Customer engagement isn't just short-term set of actions. It's a strategic, long-term play that informs product sales performance, marketing attribution and customer delight. Without accurate, reliable data to support decision-making, it's difficult to move the needle for your store — and especially hard to optimise your conversion rate. Luckily, our commerce connections for top platforms like Shopify, Shopify Plus, Magento and BigCommerce are available for merchants of all sizes. And of course, you're free to try our smart analytics app free for 14 days, including our top-rated Google Analytics connection (free) and highly-rated Shopify app.
8 ways to minimise cart abandonment
It might be a familiar sinking feeling - why do users keep deciding at the last minute not to buy an item? There are a whole range of reasons that online shopper abandon their shopping carts. You might not be able to do anything about the majority of these reasons, but if you are seeing a high cart abandonment rate then it is definitely something you can actively work on minimising. In this post I dive into shopping cart abandonment: what it is, why it matters, and how to minimise it using proven practices from successful ecommerce sites. What is the average rate of cart abandonment? The Baymard Institute has compared reported cart abandonment from 41 studies, to conclude that the average rate stands at 69.57% in 2019. However, reports varied wildly over the years. In 2010, Forrester Research calculated that cart abandonment stood at just 55%. At the high end of the scale, AbandonAid stated in 2017 that cart abandonment occurs 81.4% of the time. Is your average checkout completion rate below the industry average? How to calculate cart abandonment rate Fortunately, there is no need to consult a mathematician when it comes to calculating your cart abandonment rate. To find the percentage of users who have not completed a purchase after adding an item to their cart, you must divide the number of complete purchases by the number of carts created: 1 - (Complete purchases/Carts created) x100 After doing this division, subtract the result from 1 and multiply by 100 to get your percentage. Fortunately, there’s no need to get the calculator out. You can easily monitor ecommere analytics with Littledata’s Shopify app. Connect this to Google Analytics to make the most out of tracking user movements - in this instance, when they removing products from the cart. Why might a cart get abandoned? There is no simple answer to this question. The truth is, carts get abandoned for a variety of reasons, although the recurring theme is that a lower abandonment rate means a more intuitive and trustworthy store. A high proportion of people browsing your store might be doing so in the hope of coming across a hidden discount, to compare prices or to check your stock against competitors. Some might even be compiling a wishlist for the future, with almost no intention of purchasing your product now. In short, there isn’t a lot you can do about this type of shopper. Focus, then, has to turn to the shoppers who would have made a purchase, was it not for an element of your site or checkout process that led to them scurrying away. As part of the Baymard Institute’s research into cart abandonment, it conducted a survey of over 2,500 US adults asking why they abandoned their purchase after passing the stage of adding an item to their cart. Many of the factors above can be countered by making tweaks to the checkout process. Take the second largest influence - “the site wanted me to create an account”. By offering a guest checkout option where an account is not necessary, this 34% of respondents will be one step closer to purchasing the product in their cart, and avoiding the dreaded stage of checkout abandonment. What goes into a better checkout process? It’s fine to say that the checkout needs to be streamlined in order to reduce cart abandonment, but what does this actually mean? What are the characteristics of a site that experiences relatively low checkout abandonment? This is specifically about what happens after a user has added a product to their cart - optimising add-to-cart rate itself is a different stage in the purchase funnel that we have talked about before here at Littledata. The first thing to take a look at is the intuitiveness of your buying process. After adding a product to cart, ensure that the following trail resembles a standard ecommerce store. This might mean identifying a clear “checkout button”, followed by payment options and providing delivery address, then reviewing the order before submitting. Any significant change to the standard process could throw a user off balance. Making your store as trustworthy as possible is another key step to reducing cart abandonment. Check that the secure payment icons are visible when checking out, and a money-back guarantee will always send a customer’s confidence skyrocketing. Offering incentives to complete a purchase also does the trick. As mentioned, shoppers may be on your site as part of a price comparison tour, so making a 10% discount visible from the outset will make your site a winner in the eyes of many a potential customer. In a similar vein, you should make sure that product and delivery details are easy to locate and understand. Adweek shows that 81% of shoppers conduct detailed research before buying a product, so make this task easier for them. Please don’t include any last-minute delivery charge shocks. Another thing to consider is the mobile-friendliness of your checkout process. The statistic that half of all ecommerce revenue will be mobile-based by 2020 is banded around a lot, but shouldn’t be ignored. If a site is near impossible to navigate on mobile, you can be sure of frustrated cart abandonment. 8 ways to minimise cart abandonment I want to give you a list of specific ideas that you could implement on your site. These have all been taken from Missions - our new optimisation tool. Each mission consists of a pack of ecommerce optimisation tips on a certain subject, complete with evidence and studies found by our researchers. The following eight tips, of course, have all been taken from our “Minimise Cart Abandonment” mission. Steeped in proof, we like to take a step away from gut feel. These tips have all reduced cart abandonment for other sites, and I am sure that some of their effects can be replicated. 1) Send cart abandonment emails This one really is the only place to start. We will of course take a closer look at tweaks you can make to your sales funnel, but targeting people who have already abandoned their carts is a crucial way of reviving a potential sale. Ecommerce site owners are becoming increasingly aware of the opportunities provided by email marketing. Hertz are one company making the most of this practice, reporting that 37% of people who opened a cart abandonment email went on to make a booking. In the past, so much money would have been left on the table by users who abandoned carts. Now, it’s so easy to send a personalised email to every customer who abandons their purchase on your site. This is all about remembering that not everybody who abandons a purchase does so on bad terms. They may simply have gotten distracted, or left the purchase for a later date. A friendly nudge back towards your buying funnel might be just what they are after! 2) Trigger exit surveys and live chat at key moments If a user is on the brink of exiting a site in frustration at not being able to find what they want, a live chat session could keep them around. Some classic stats served up by BoldChat suggest that live chat is the preferred method of communicating with a business for 21% of shoppers. If you manage to solve a customer’s biggest doubts, they will be one step closer to completing a purchase. In turn, exit surveys allow you to gather the opinions of customers who abandoned their cart. Why didn’t they make a purchase? Gold dust. Easily identify recurring themes and patch these things up so fewer potential sales slip through the net. A handy tip for exit surveys - give people open-ended questions to answer instead of preset options. According to Groovehq, this will increase response rate by 10%. 3) Use address lookup technology to minimise typing Form-filling is dull. Customers know this as well as anyone, and will often go to great lengths to avoid it. If your checkout funnel is littered with unnecessary forms to fill, more than a couple of potential customers will run like the wind. Of course, a customer’s shipping address is central to completing their order. To make this easier on them, some accurate address lookup technology such as Loqate will squash the time it takes to get things done. Anything you can do to make the form-filling process as pain-free as possible is a surefire way of reducing your cart abandonment rate. Hotel Chocolat, after introducing address lookup, reported a 19% uplift in the amount of people completing each stage of their checkout funnel. 4) Give shoppers the option of using a guest checkout Finding the option to “checkout as a guest” is starting to come as naturally to customers as looking for the “add-to-cart” button. Research from the Baymard Institute indicated that 30% of all shoppers abandon their purchase immediately upon viewing a registration process. Not even a second thought! Similarly to tip #3, this is all about saving time on the customer’s side. If they have a product in their basket and are willing to pay for it, the last thing you want to do is shove a registration form in their face. 5) Use dynamic retargeting to recover lost sales Stella & Dot saw their average order value increase by 17% when targeting customers with more relevant ads. This is all about employing technology which is able to accurately create a picture of a customer’s browsing experience, so that they can be targeted with adverts to match their interests. Although female lifestyle and fashion website Stella & Dot were more focussed on increasing their average order value, dynamic retargeting is a valid method of reducing cart abandonment by presenting individual users with adverts to match their activity. 6) Provide a one-click checkout Made famous by retail giant Amazon, a one-click or one-step checkout allows a user to immediately purchase a product if they already have their payment details registered on the site. The ability to avoid form-filling and save time is a godsend for shoppers - and the estimated $2.4 billion value of Amazon’s recently expired one-step checkout patent goes to show this. Other ecommerce sites have designed one-click checkouts of their own, finding that they do wonders for retaining customers within the purchase funnel. A case study by Strangeloop showed that implementing a one-step checkout increased conversion rate by 66%. 7) Be clear about delivery (especially free shipping) A joint study conducted by eDigitalResearch and IMRG found that 53% of cart-abandoners cite unacceptably high shipping costs as the reason for abandoning their purchase. Making sure that your shipping fees are blindingly obvious from an early stage in your purchase funnel will prevent any user frustration at discovering the cost just before payment, or simply not being able to locate this information at all. A study by Accent has shown that 88% of online shoppers expect free shipping to be offered to them in one way or another. Failing to meet this rising expectation will likely result in a chunk of abandoned carts. 8) Experiment with exit-intent popups It isn’t a coincidence that popups always appear just when you are about to close a page. Many sites use technology that detects an aggressive mouse movement towards the top corner of the screen - usually a sign that it will be closed down. These are a last-ditch attempt to keep a user browsing the site, but if they capture attention in the right way then they can work wonders in terms of saving a cart that was about to be abandoned. A common tactic is to offer a discount. Research from Beeketing indicates that 48% of ‘window shoppers’ would buy a product they were interested in if they were offered a limited-time discount. This works on the scarcity principle - a perceived rush to buy a product can prevent someone from abandoning their cart to come back at a later date. Reduce your cart abandonment today Packed with plenty of tips similar to the ones we have explored, the ‘Minimise Cart Abandonment’ mission will equip you with an arsenal of techniques to drive that statistic down and keep shoppers inside your purchase funnel until the very end. Littledata automatically benchmarks ecommerce sites so you can see how you compare, then recommends missions to optimise performance. Knowing your average checkout completion rate is a good place to start. Whether you're looking at a Shopify abandoned cart or abandoned carts on a different ecommerce platform, you can launch the 'Minimise Cart Abandonment' mission directly from your Littledata dashboard. Use the app to track progress as you test ideas to discover what works best for your site. And one final tip: don’t try to fix everything at once. Start with one of the tips above that’s most relevant to your current shopping funnel, and go - or should I say grow - from there! This is a guest post by Jack Vale, a UK-based freelance writer and ecommerce expert.
How auditing Google Analytics can save you money
When is the last time you audited your Google Analytics account? If the answer is 'never', I understand, but you could be wasting a ton of cash - not to mention potential revenue. It's easy to put off an analytics audit as a 'someday' project considering the multitude of other tasks you need to accomplish each day. But did you know that auditing your Google Analytics account can save you money and add a big bump to online revenue, even with sites that are not ecommerce? Whether people spend money directly on your site, or your site is primarily for lead generation, you spend money to get those site visitors through your marketing channels. When you view a channel like AdWords, there is a clear financial cost since you pay for clicks on your ads. With organic traffic, such as from Facebook fans, you spend time crafting posts and measuring performance, so the cost is time. With an investment of any resource, whether time or money, you need to evaluate what works - and what does not - then revisit the strategy for each of your marketing channels. In this post, I’ll walk you through some of the automated audit checks in Littledata and take a look at what they mean for your online business. If your analytics audit doesn't ask the following questions, you're probably wasting money. Is your AdWords account linked to Google Analytics? If you run AdWords campaigns, linking AdWords and Analytics should be at the top of your to-do list. If AdWords and Analytics are not linked, you cannot compare your AdWords campaign performance to your other channels. Although you can still see how AdWords performs within the AdWords interface, this comparison among channels is important so you can adjust channel spend accordingly. If you discover that AdWords is not delivering the business you expected compared to other marketing channels, you may want to pause campaigns and reevaluate your PPC strategy. Are you tracking website conversions? There should be several conversion goals set up on your website because they represent visitor behavior that ultimately drives revenue. The above example shows a warning for a lead generation website. Although it is possible that no one contacted the site owner or scheduled an appointment in 30 days as indicated in the error, it does seem unlikely. With this warning, the site owner knows to check how goals are set up in Google Analytics to ensure they track behavior accurately. Or, if there really was no engagement in 30 days, it is a red flag to examine the strategy of all marketing channels! Although the solution to this warning will be different based on the individual site, this is an important problem to be aware of and setting up a goals in Google Analytics, such as for by destination, is straightforward. You can also get creative with your goals and use an ecommerce approach even for non-ecommerce websites. Do you use campaign tags with social media and email campaigns? This is an easy one to overlook when different marketing departments operate in silos and is a common issue because people do not know to tag their campaigns. Tagging is how you identify your custom social media and email campaigns in Google Analytics. For example, if you do not tag your paid and organic posts in Facebook, Google Analytics will lump them together and simply report on Facebook traffic in Google Analytics. In addition to distinguishing between paid and organic, you should also segment by the types of Facebook campaigns. If you discover poor performance with Facebook ads in Google Analytics, but do great with promoted posts in the Facebook newsfeed, you can stop investing money in ads at least for the short term, and focus more on promoted posts. Are you recording customer refunds in GA? Refunds happen and are important to track because they impact overall revenue for an ecommerce business. Every business owner, both online and offline, has dealt with a refund which is the nature of running a business. And this rate is generally fairly high. The return rate for brick-and-mortar stores is around 9% and closer to 20% for online stores, so less than 1% in the above audit seems suspicious. It is quite possible the refund rate is missing from this client’s Google Analytics account. Why does this matter? Let’s assume the return rate for your online store is not terrible - maybe 15% on average. However, once you track returns, you see one product line has a 25% return rate. That is a rate that will hurt your bottom line compared to other products. Once you discover the problem, you can temporarily remove that product from your inventory while you drill into data - and talk to your customer support team - to understand why that product is returned more than others, which is a cost savings. Are you capturing checkout steps? Most checkouts on websites have several steps which can be seen in Enhanced Ecommerce reports in Google Analytics. Shoppers add an item to their cart, perhaps log-in to an existing account or create a new one, add shopping information, payment etc. In the ideal world, every shopper goes through every step to ultimately make a purchase, but in the real world, that is rare. Last year alone, there was an estimated $4 trillion worth of merchandise abandoned in online shopping carts. Reasons for this vary, but include unanticipated extra costs, forced account creation, and complicated checkouts. By capturing the checkout steps, you can see where people drop out and optimize that experience on your website. You can also benchmark checkout completion rates see how your site compares to others. [subscribe] Are you capturing product list views? If you aren't tracking product list views correctly, your biggest cash cow might be sleeping right under your nose and you wouldn't even know it! Which products are the biggest money makers for you? If a particular product line brings in a lot of buyers, you want to make sure it is prominent on your website so you do not leave money on the table. Product list views enable you to see the most viewed categories, the biggest engagement, and the largest amount of revenue. If a profitable product list is not frequently viewed, you can incorporate it in some paid campaigns to get more visibility. The good news An audit is not only about what needs fixing on your website, but also can show you what is working well. After you run an audit, you will see the items that are set up correctly so give yourself a pat on the back for those - and know that you can trust reporting based on that data. Either way, remember to run an analytics audit regularly. Once a month is a good rule. I have seen cases where a website was updated and the analytics code was broken, but no one noticed. Other times, there may be a major change, such as to the customer checkout, so the original steps in your existing goal no longer work. Or an entirely new marketing channel was added, but with missing or inconsistent tagging. It is worth the time investment to ensure you have accurate Google Analytics data since it impacts influences your decisions as a business owner and your bottom line. Littledata's automated Google Analytics audit is especially useful for ecommerce sites, from online retailers to membership sites looking for donations. It gives a clear list of audit check results, with action plans for fixing your tracking. And Shopify stores can automatically fix tracking to capture all marketing channels and ensure that data in Google Analytics matches Shopify sessions and transactions (not to mention the data in your actual bank account!), even when using special checkouts like ReCharge and CartHook. When you're missing out on the revenue you should already have, an audit is the first step in understanding where it's falling away, or where you're over-spending. Run an audit. Make a list. Fix your tracking. Grow your revenue. Sometimes it really is that simple!
Abandoned cart email tactics that actually work
The number one reason for shopping cart abandonment is that online shoppers are simply not ready to complete the purchase yet. As a marketer, that's something you don't have much control over. However, there is one thing you can control: the smart use of abandoned cart email flows. The average rate for documented shopping cart abandonment in 2017 is as high as 69.23%. But adjusting for technical performance and improving the checkout funnel can increase conversions for 35.26%. That’s $260B worth of recoverable profit with through check-out optimization and better follow-up emails! No ecommerce owner wants to face cart abandonment. The customer has been so close to making a purchase, yet for some reason, your chance for profit slipped through your fingers. Don't worry though, the loss isn't final yet, because with the help of sales recovery tactics using email marketing automation software, you can win your customers back. SaleCycle reports that around 31% clicked abandoned cart emails proceed to finish their purchases. The series of emails after cart abandonment is substantial because some clients leave their carts unintentionally. Reasons like site time-out, complicated check-out, or a website crash may have interrupted their purchase. Here are the top three email strategies to win back abandoned carts! 1. Set up the right abandoned cart email sequence The right email sequence triggered at just the right time makes a tremendous amount of difference. Marketo recommends a series of three emails scheduled as follows. I've included some actual email examples to help illustrate the points. Send the first email within an hour of cart abandonment You have to drive your clients to continue with the purchase before they leave their computers. The first email aims to address technical glitches. Don’t sound pushy, just aim to help the client just in case the abandonment is not intentional. Below is an example of a gentle reminder for the first email. Send the second email after one day This time, you have to create a sense of urgency. The cart abandonment email below by Grove informs the client that the cart will expire soon. You may also talk about fleeting discounts or stock availability. And send the final email after 48 hours This is your last chance to win your client back so give it your best shot. You can give incentives like free shipping, bonus items or an additional discount. Here's an example of a final abandoned shopping cart email that works extremely well. It comes from the ecommerce site for Aéropostale. 2. Use catchy, personable email copy Your success in re-directing your clients to the shopping cart starts at a smart subject line. It will dictate if your client clicks on your email. So, craft subject lines that drive receivers to click on. One example is this email subject line by Helm Boots: These will look great on you The words strike empathy and curiosity. It gives a sense of compliment which will compel the receiver to click on. Not so different from what a friend would tell you in real life while actually shopping in a store! Appeal to your clients through creative wordings and graphics. It helps to know your buyer personas so that your copy will be more fitting. Use words that your clients can easily relate too. Humor is also a great way to spice up your content. The email below by Chubbies is clever, cool, and compelling. The visuals and wordings charm their target customers who are carefree and adventurous. 3. Use multiple, eye-catching buttons and links The email above by Chubbies also aced this up. It has three active links that direct the client back to the cart. The title, the main image, and the CTA button at the end of the copy are all clickable. Notice also that all the clickable elements stand-out from the rest of the copy. This makes it easier for your client to notice and click on your CTAs. The button below is cleverly worded. It has a distinct color and size you can’t miss. The copy further explains which elements are clickable in a friendly way. The CTA button is already clear but the added explanation guides the clients on the next steps and avoids confusion. Conclusion: Even before you start these top three tactics to get your customers back, you need the data to know which of your customers have abandoned their carts. Data analytics and triggers do this for you. They provide the information as to whom and when abandoned carts happen. The first step in solving your marketing problems is to identify what the problems are. Data analytics and triggers help you identify these glitches so you’ll know what to do next. After you have accurate data about who’s abandoned their carts, set up an email marketing automation software to automatically send your email series through behavioral triggers like shopping cart abandonment. Then drill down into analytics about every ecommerce checkout step to see where you can improve. With the correct data, effective automation software, perfectly timed emails, topnotch copy, and striking CTAs, you can leverage your losses into profits. You can gain back a part of the $260 Billion worth of recoverable earnings - and start to increase your add-to-cart rate too! [subscribe] This is a guest post by Kimberly Maceda, a Content Writer for ActiveTrail. Kimberly writes for some top online marketing sites and blogging advice on email marketing and marketing automation. Activetrail is a leading provider of professional-grade email marketing and automation software for growing businesses.
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