The transition of stores to the Internet has created new opportunities for retailers: analyzing the performance of e-commerce has become a must for retailers. In this sense, the American technology multinational Google, developed in 2005 a software to analyze all aspects of an e-commerce, is what we know as Google Analytics.
In this white paper we will see reports on different sections of the website and the use that users make of them. In the preceding sections we can find:
● Set-up: how the Google Analytics account should be configured for an e-commerce.
● Audience: what kind of users access our website.
● Acquisition: how they access your website.
● Behavior: this is the section we will now look at, it contains information regarding how users behave on your website.
This white paper is aimed at retailers with a superficial knowledge of the Analytics tool, so we will focus on the most relevant reports for online stores. The most important sections of the behavior section and the ones that we will cover carefully are “Site content” and “Site search”.
All pages
This report has valuable information for your business. It is a list of the pages that have more traffic. This report shows the visits that each page has and the behavior of the users in these. In general, the page that has more traffic is the main page but it could be that in case of having positioned a keyword with a lot of traffic other pages appear in the first positions. You should know which pages have more traffic. Once they are detected, you will be able to observe the user behavior metrics such as average time on the page and the bounce rate. There are two possible scenarios:
● A page with a lot of traffic has a high bounce rate. In this case it is necessary to review the structure of the page and try to modify it to create a better user experience.
● A page with low traffic shows very good performance metrics. If it is an important page it will be essential to give it more visibility internally using banners and internal links and study the reason for its performance.
