How to Analyze Website Performance in Ecommerce

How I find conversion rate opportunities by breaking down the shopping funnel: Instead of looking at your entire funnel conversion rate (2-3% on average)... Step 1. Break it into parts. 1. All traffic 2. Non-bounce (% Sessions viewing 2+ pages) 3. Product Viewers (% Sessions viewing 1+ product) 4. Add to Cart (% Sessions adding 1+ product to cart) 5. Checkout Start (% Sessions starting checkout) 6. Checkout Complete* (% Sessions completing 1+ orders) *You can also break down the checkout flow further: Billing/Shipping > Review > Thank You As a percent of the total, a typical e-commerce site might be: 1. All traffic: 10,000 sessions - 100% 2. Non-bounce: 7,000 sessions - 70% 3. Product Viewers: 3,000 sessions - 30% 4. Add to Cart: 800 sessions - 8% 5. Checkout Start: 400 sessions - 4% 6. Checkout Complete: 300 sessions - 3% Step 2. Calculate the % moving to the next step The KEY is to look at the conversion rate between steps. Calculate by dividing the sessions on each step over the sessions from the previous step. 1. All traffic: NA 2. Non-bounce: 7,000 / 10,000 = 70% 3. Product Viewers: 3,000 / 7,000 = 43% 4. Add to Cart: 800 / 3,000 = 27% 5. Checkout Start: 400 / 800 = 50% 6. Checkout Complete: 300 / 400 = 75% Step 3. Look for trends You don't need to worry about ecommerce benchmarks. Your marketing channel mix, product type, and audience will all influence your numbers. Focus on YOUR numbers. This is your baseline. Trend these rates over time, and watch for anomalies. Step 4. Improve each step methodically Does your checkout completion rate look low (75%)? Maybe consider: - Checkout Form optimization - Adding new payment types - Simpler discount codes - Accurate delivery estimates Is your Add-to-Cart rate low (27%)? Maybe consider: - Pricing optimization - Additional social proof on PDP - Improved product images and videos - Digging into inventory and availability Step 5. Track your results As you make improvements (or run experiments) measure your intra-funnel rates. It's much easier to track improvements compared to looking at your aggregate conversion rate. Are you breaking down your e-commerce funnel? #cro #conversionrate #ecommerceanalytics

Here’s how you can simplify your Google Analytics data 1. Define Your Objectives What are your website goals? Sales, sign-ups? Set specific, measurable goals in Google Analytics to track your success. 2. Learn the Basics ◾ Understand key metrics like: ◾ Sessions: Total site visits. ◾ Users: Unique visitors. ◾ Pageviews: Total pages viewed. ◾ Bounce Rate: Visits that leave after one page. ◾ Average Session Duration: Time spent on site. 3. Segment Your Data Analyze specific user groups (e.g., new vs. returning, traffic sources). Create custom segments for deeper insights into behaviors and demographics. 4. Check Traffic Sources Look under Acquisition > All Traffic > Channels to see where visitors come from. Identify which channels bring the most conversions and which need work. 5. Study User Behavior Visit Behavior > Site Content > All Pages to find your top pages. Notice common entry and exit points, and understand user paths. 6. Review Conversions Go to the Conversions section to see how well you’re meeting goals. Check conversion rates by segment or source to spot improvement areas. 7. Customize Your Reports Build custom reports for tailored insights. Use dashboards to visualize important metrics quickly. 8. Track User Interactions Set up event tracking for actions like video views or form submissions. This helps you understand user engagement beyond page views. 9. Assess Page Speed Visit Behavior > Site Speed to check load times. Speed up slow pages to enhance user experience. 10. Analyze User Flows Use Behavior Flow reports to see the paths users take on your site. This can help improve navigation and reduce drop-offs. 11. Explore Cohort Analysis Use Cohort Analysis to study user behavior over time, like retention and engagement. 12. Keep Evaluating Regularly review your data, ideally monthly or quarterly. Adjust your strategies based on the insights you gather to keep improving. 13. Stay Informed Google Analytics constantly updates. Stay on top of new features to fully leverage your data. By following these steps, you can turn Google Analytics into a powerful tool to optimize your website and enhance your online performance. P.S. If you need any help related to Google Analytics i am happy to help.

Most Businesses Don’t Know How to Measure Their Own Performance. They think they do. They track revenue. They look at ad spend. But they don’t have a structured way to evaluate why they’re winning—or losing. I use a three-part growth cycle with all my eCommerce clients. And one of the most game-changing phases? EVALUATE. I do this monthly, quarterly, and yearly. It's the second part my the growth cycle. Since it’s a new month, here’s exactly how I run my monthly evaluation process: Step 1: Audit 🔍 Before we analyze anything, we collect information. Here’s what matters: 📊 Sales Performance: Gross Sales, Top & Bottom SKUs by Revenue & Volume 📈 Paid Performance: Total Ad Spend, Blended CPA & ROAS 🎯 Customer Behavior: Conversion Rate, AOV, Return Rate, UPT, New Emails Collected 📬 Marketing Impact: % of Revenue by Channel, Discounts Used, Discount Rate Key rule: No opinions. No overthinking. Just information. Step 2: Analyze 📉 Now, we turn numbers into insights: ✅ Did we hit our forecast? Where did we fall short? 📆 How do we compare to the same time last year? 📩 What was the best and worst-performing email content? 📢 What paid ads crushed it? What completely flopped? This is where we face reality. No wishful thinking. No excuses. Just truth. Step 3: Ask the Hard Questions 🤔 Information is useless without decisive action. 🔹 What needs to change in the next 30 days? 🔹 What processes are slowing us down? 🔹 What will we test next month given what we now know? 🔹 What marketing insights need immediate action? 🔹 Who on the team needs to level up? 🔹 What needs to be adjusted in the yearly forecast? The best businesses don’t just look at the numbers. They act on them. Many skip this process. The best live by it. Want to learn more about my 3 step growth cycle that I use year over year? Go Here: https://lnkd.in/gdZgCZQD