What can Google Analytics Enhanced Ecommerce do?
Google Analytics Enhanced Ecommerce is a new feature that allows you to uncover detailed information about how visitors to your online shop behave. You’ll find out which products customers most frequently add to their basket or which specific product was most frequently displayed to a customer. You can track the relationship between user behaviour and products from start to finish of the shopping cycle, either at the individual product level or aggregated across up to five product categories.
Get to know the Google Analytics Enhanced Ecommerce tool and find out the cart abandonment rate and other stages of the ordering process within your online shop. Learn how to use this tool and utilise the data obtained to identify errors and shortcomings in your online shop, and subsequently fix and improve them.
Differences between the Ecommerce and Enhanced Ecommerce modules
The Ecommerce module is well-known and actively used by most online shop owners. However, this tool only displays information about the order; it does not break down the order itself into steps within the purchasing cycle, as Enhanced does. Enhanced is a great extension of the Ecommerce module. Thanks to the Enhanced Ecommerce module, you can distinguish between customers who intended to make a purchase on your e-shop but, for some reason, did not complete the purchase, and those who completed the purchase successfully.
The Enhanced Ecommerce module in practice
In the tool’s overview, you’ll find valuable information about orders, the
e-shop’s overall conversion rate
, an overview of revenue
, and conversion trends over time. You can set up your own overview and create custom display segments to uncover the data that will be most useful to you.
You can create statistics by clicking on Add segment
. Thanks to all this information, you will know much more about your shoppers, and can therefore respond better and offer them what they are looking for.
Shopper Behaviour Analysis
This module clearly shows you how many customers are adding items to their basket, viewing products and placing orders.
What useful data does the module offer?
All visits – no purchase activity
Visits with product views
– no items added to basket
Visits with items added to basket –
basket abandonment
Visits with checkout –
checkout abandonment
Visits with transaction initiation
–
visits with transactions
Behaviour analysis in the Checkout service – payment behaviour
Payment behaviour can reveal shortcomings in the ordering process. A complicated ordering process will undoubtedly cost you many orders, and thus money. The formula is simple: the more complicated and time-consuming the ordering process
is for the customer, the more customers you will lose along the way.
That is why it is important to tailor the entire ordering process to be as user-friendly as possible and make it as simple as possible. By analysing behaviour in the shopping basket, you can identify which users abandoned their shopping basket or left the site during the order summary stage.
Product performance
This module helps you uncover interesting insights such as sales statistics, unique purchases, the average number of products sold per transaction, and more. You can also click on a product to view further data. In the product details, you’ll also find possible product variants. Once you’ve clicked on a product, you can easily view statistics for individual products.
Find out why your customers aren’t completing their orders, improve your online shop, keep a clear overview of the entire ordering process, and monitor valuable data. The Google Enhanced E-commerce analytics tool will help you with this and make your work easier.
