Any ecommerce business owner reading this knows how important it is to develop a complete understanding of both your customers’ behavior and your website’s activity. Without the two, there is simply no way to succeed. Thankfully, the analytics software listed below exist to help you develop that understanding and in turn, improve your business - all without leaving your desk!
Google’s solution to analytics is undoubtedly one of the most popular ecommerce tools available,
likely due to its $0 price tag and bevy of features. Google Analytics provides a complete picture of your customer base, helping you analyze visitor traffic with flow visualization that traces the routes customers take to reach your site and identifies which devices they use to get there. In-page analytics provide you with a visual overview of how visitors interact with your pages, so you can see what they’re looking for and fine-tune all of your marketing avenues accordingly.
Google Analytics also includes dedicated ecommerce tracking in order to determine the purchasing behavior of your customer base. This feature makes it easy to figure out your most popular products and how much revenue they generate, as well as how long it takes customers to make the decision to purchase something on your site.
Building off of its popular Maps website and app, Google includes a map overlay in its analytics software, which provides a geographic overview of website visitors by continent, country and city. One of Google Analytics’ most useful features is its ability to track the stats of separate mobile sites created by your company, as well as any mobile app you release. The entire feature list is huge for a free service, and on top of what’s been mentioned also includes advertising reports, campaign measurement and social reports, to name just a few.
For some larger businesses this isn’t enough, so Google also provides Google Analytics Premium. The hefty annual flat-rate fee of $150,000 buys you a dedicated account manager from Google’s support team, bumps your data processing time up to four hours from the standard version’s one-to-two-day wait, and increases your data limit to 1 billion hits per month from the standard version’s 10 million hits per month. Thus, unless you’re getting over 10 million hits to your site a month, Google Analytics Premium likely isn’t worth the cost. Fortunately that’s not an issue, as the standard version contains more than enough tools to remain a highly recommended analytics solution for any ecommerce business.
Pricing: Free for the standard version, $150,000/yr for the premium version.
Adobe’s bills its take on analytics as a complete marketing solution. Adobe Marketing Cloud is a huge suite of features that tracks nearly every aspect of your ecommerce business, fitting website analytics, social analytics, audience targeting and more into one unified platform. Each segment is essentially its own product, so I’ll break down the most relevant ones accordingly.
Adobe Analytics provides real-time reporting, data visualization and dashboards that give you an overview of how your business is doing. Dedicated reports track visitor behavior and help you understand how people are engaging with your website. Adobe Analytics also features predictive analytics that allow you to identify trends and predict customer behavior, as well as real-time reports that provide an overview of site traffic and let you segment your audiences accordingly.
Adobe Social lets you post to all of your social pages at once, identify global and regional trends, quickly scale social marketing efforts and track social campaigns. It ties in with Adobe Analytics to provide detailed social analytics, allowing you to monitor competing social pages and discover your posts that are driving customers to your site and generating the most likes and shares.
Adobe Target automates content targeting to individual website visitors and lets you use either custom or pre-made guidelines to target audiences, using factors like location and historical behavior. It also supports A/B testing so you can easily test and implement the best messages for each audience.
The other features of Adobe Marketing Cloud – Experience Manager, Campaigns and Media Optimizer – don’t apply to analytics as much as aforementioned features, so I’ll leave them out. Still, the remaining three shown here provide more than enough incentive to use Adobe Marketing Cloud to help with analytics, and more, for your ecommerce business.
Pricing: There is no listed price for the suite, as it varies depending on the needs of your business. Call 877-722-7088 to figure out a plan and price.
Webtrends has been around since 1993, and for good reason. It’s one of the most widely used analytics tools, with clients ranging from Orbitz to Coca Cola. It’s also a great fit for any ecommerce business, as it features detailed website measurement capabilities. Website heatmaps are Webtrends most useful feature for ecommerce, as they allow you to see exactly where customers are going on your site and how frequently they visit those areas. It’s a quick, easy and detailed way to determine which of your products are being viewed the most and which are viewed the least. Webtrends also shows you your average visitors per day, average time on site, bounce rate and amount of new visitors.
There’s no data collection limit with Webtrends, so the size of your business isn’t an area of concern, and the service is completely open. This means that Webtrends doesn’t lock you into one vendor, and you are free to import and export any third party data.
Pricing: Like Adobe Marketing Could, Webtrends is a suite containing many of the same features like social analytics and targeting, and is priced accordingly. Call 877-932-8736 to determine an appropriate plan for your business.
Moz is an analytics service allowing you to track search engine rankings, social media engagement and site traffic. Moz’s search analytics help you discover the specific search engines and keywords that lead visitors to your site, and allow you to figure out what parts of your site are hurting your search engine optimization (SEO) ranking. The service’s social analytics display the size of your social network and your influence across various social channels. Moz also provides link analytics showing you which links are most successful in driving people to your site, and lets you create reports to track link growth and when other sites mention your business. The service also includes a handy rank tracker for SEO, which lets you store search engine rankings for various keywords and pages. As SEO is hugely important for any ecommerce business, Moz is a great solution to improve traffic and sales. As a nice bonus, Moz’s website contains free, extremely detailed information on how to improve SEO results for your website.
Pricing: Prices range from $99/mo to $599/mo, depending on the size of your business.
Qualaroo (formerly KISSinsights) is a service with a focus on surveys, and aims to help you understand the intent of your customers’ visits to your site and the issues raised by those visits. The service takes just a couple of minutes to set up (it’s as easy as copying and pasting a code into the desired webpage), and once implemented Qualaroo allows for unlimited surveys anywhere on your site. This flexibility extends to the surveys themselves, which provide options for open-ended and multiple-choice questions. Questions can be targeted in a number of ways, such as the amount of time someone spent on a page, the number of visits made to that page or if they were led to the page by a certain search term. If you notice a certain product isn’t selling as well as you’d hoped, or vice versa, Qualaroo makes it easy to place a quick question on the corresponding page in order to help you understand why. Qualaroo also supports exit surveys and question branching. While surveys help with analytics and are a great way to glean information directly from your customers, they don’t offer much more than that, so they are best used in tandem with other analytical tools. Thankfully, Qualaroo integrates quite well with other analytics software, making it a great addition to any ecommerce business.
Pricing: Prices range from $63/mo to $199/mo, depending on the size of your business.
Have you had experience with any of the analytics services listed here? Do you know of any others that have helped your ecommerce business with analytics and marketing? Sound off in the comments and let us know!