Google Analytics Insights from Enhanced eCommerce & Segmentation

For this we are using Google Merchant demo account

Product Analysis 

1. Product Performance 

Which products are generating more revenue? Why it is important to measure the product performance? 

The foremost think we want to know about “Products performance”. So let’s start with Product Performance first

Product Revenue

In this Enhanced Ecommerce report, you can observe that the first 8 out of 185 products are responsible for almost 50% of total revenue. It means the top 8 products are performing well compared to other products. 

It’s important to measure the products which are performing well and also which are not performing well. If you do not measure these metrics, you may get into trouble. Because if you do not measure the performance, you will not understand which product is generating more business and which is not generating business. Until or unless you won’t measure this metric, you will not able to go further about the study of products. 

If you measure this metric, you will understand about product behaviour and utilize this study to make improvements and generate more revenue. Also you can get into in-depth measurement and study about the products. 

2. Products Buy-to-Detail Rate 

How much percentage of visitors are getting converted after visiting the product detail page? 

Buy-to-Detail Rate is a unique purchase divided by views of product details pages. 

Lets observer the Products which have the highest Buy-to-Detail Rate

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“Google Seattle Campus Lapel Pin” scores the highest on this metric. 50% of unique purchased happened after visiting the product detail page. 

It is important to know the percentage of Visitors visiting the product detail page and buying. A visitor who is willing to buy, they mostly visit the product detail page for more information regarding the product to buy if they won’t find relevant details or insufficient details there are chances of losing the valuable customer. 

This metric can deliver great insights around the shopping behaviour focused on each product. 

3. Product Cart-to-Detail Rate/Basket-to-Detail 

How much percentage of visitors added the product to the cart after visiting the product detail page? 

Here we are measure which products have the highest Cart-to-Detail Rate/ Basket-to-Detail.

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Previously it’s used to be cart and now Cart is renamed as Basket. 

Basket-to-detail rate means the number of times the product added to the basket/cart divided by the number of times the product detail page viewed. 

As per the above report, it shows for Google red YoYo 2 Visitors visited the Product detail page and 2 visitors added the product to adds-to-basket, which is 100% Basket-to-detail rate

Whereas for Google Austin Campus Zip Hoodie 5 Visitors visited the Product detail page and 2 visitors added the product to adds-to-basket, which is a 40% Basket-to-detail rate, it means this product detail page needed a little improvement to increase the add to basket rate. 

It is important to know the percentage of visitors visited the product detail page and added the product into cart/basket. By this, you get an idea of how to improve the product detail page which will help the Visitors to purchase the product. 

The ultimate goal of an eCommerce business is to make visitors buy the product. If you do not provide proper information about the product, the visitor will not buy the product even thou your product is good. 

Make sure that you are providing the right and needful information about the product which convinces visitors to buy the product. 

4. Products adds to cart and Products removes from cart 

Which products are stopping Visitors to purchase even after product added to cart? 

Here we will compare the products which are added to cart and removed from cart

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From the above report, we can see that the comparison of products which are adds to the basket and removes from the basket. 

“Google F/C Longsleeve Ash” having 0 Product adds to basket and 7 Product removed from the basket which shows something going wrong with the product. 

“Google Crew Socks” having 23 Product adds to basket and 5 Product removed from the basket which shows good results. 

Data that is showed above will not overlap with each other because the product which is added to basket and removed will not be taken in to account in the product adds to basket metric. 

It’s important to know that the products are added into the basket and removed because might be of price, delivery charges, delivery time, etc. 

Category Analysis 

The majority of Ecommerce Companies has divided their products into multiple categories. Knowing all about the performance of each category is crucial in terms of optimization. 

1. Product Category 

Which product Categories are generating more revenue? 

Let’s know about, from which product category Google is getting more business. 

It’s very important to understand how each category attributes to your website revenue.

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In this report, you can see only from the apparel category 45% of revenue is generated out of 40 product categories. 

This shows the potential of a product categories where they are standing in which position. This helps us to measure where to focus to improve the performance of the categories which are lagging behind. 

2. Popular category 

Here we measure categories that are the most popular.

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4.84% of total revenue and 36.75% of total products are purchased from the Office category. Office category might generate very little revenue but it is popular in comparison to 39 categories. 

It’s important to know that which category is popular among all categories even though it might generate less revenue. 

Checkout Behaviour 

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In this analysis we will study the where the users are dropping off at checkout process. 

From the above report, we can see that 170 users completed transactions out of 1811 users. At billing and shipping 1161 users dropped, at payment 905 users dropped, at review 106 users dropped. 

In this only, 102 new visitors completed transactions out of 925 new visitors. 471 dropped at payment, 47 dropped at the review. 

In this only 68, returning visitors completed transactions out of 886 returning visitors. 660 dropped at payment, 60 dropped at the review.

Credits: online-metrics.com

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