Do you know how your customers are interacting while shopping in your store?

Vince Scarlata | September 29, 2014 Comments
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Do you ever wonder what pages your users are viewing or what page the users are on when they click away to another site? In a brick and mortar store, you can observe your customers and how they interact with your products.  Unfortunately, you cannot do this online without help.  This is why there are analytics programs available (such as Google Analytics) to help website owners view how customers traverse pages on their websites.

Most websites these days already have Google Analytics installed, but many customers are not watching their ecommerce data carefully, if at all.  Additionally, even if you are currently monitoring your analytics ecommerce data, there is only so much you can see from the default info Google Analytics provides.

The solution? It’s called Google’s Enhanced Ecommerce JS Plugin.

Google’s Enhanced Ecommerce JS Plugin was introduced in May of this year and has since left Beta.  It’s a plugin that can be added to your current Google Analytics setup, allowing you to understand the entire customer journey, instead of just certain parts of it. Funnels can only tell you so much. Most importantly, it gives you information on what products your customers are viewing and how often they are looking, leading you to make more informed business decisions in regards to your website.

Key additions Google mentions include:
 

Get deeper insights
• Analyze how far shoppers get in the shopping funnel and where they drop off. 
• Understand which products are viewed most, which are frequently abandoned in cart and which ones convert well. 
• Upload rich product metadata to slice and dice your data.
• Create rich user segments to delve deeper into your users’ shopping behavior and the products they interact with.

Optimize your site 
• Create product lists for onsite merchandising rules and product landing pages to see which lists and products are best at driving customer engagement.
• Analyze how internal promotions impact sales, and act immediately on the results.
• With retailers reporting average on-site conversion rates of around 2.7%, even small improvements can have a big impact.

Close the loop
• With refund support, Google Analytics now covers the entire shopping lifecycle.
• Import user segments, based on ecommerce activity, for targeting in your remarketing campaigns.

Let Americaneagle.com help you get the most out of your ecommerce website.  If you would like to discuss this further, please contact our strategy team atstrategy@americaneagle.com


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