April 15, 2019 Last updated April 7th, 2019 2,079 Reads share

How to Boost Your eCommerce Business Growth Using Google Analytic Data

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I have been running a small e-commerce business for the past 7 years and I clearly understand the effort required to increase one’s conversion rate.

It is needless to say that even a slight increase in your website’s conversion rate can have a huge impact on your e-commerce business.

E-commerce business owners like me have to continuously think of new ways to boost the conversion rate of their e-commerce website. For example, optimizing your site to boost SEO efforts.

To be honest, it is not an easy task as it requires much effort. However, I would say that the key to affect or boost the conversion rate of your website is by creating a theory based on historical data, then testing the theory, measuring the results and the adjusting the theory based on the outcome.

If you ask me, I would say that Google analytic data is the best tool to use in this regard as it provides comprehensive data.


Google now offers Analytic 360 Suite which is a paid premium product. However, you can still make use of Google Analytics which happens to be their fully-functional base product. Just because it is free doesn’t affect its efficiency. I would rather say that it is an excellent tool to use for free.

If you wish to boost your conversion rate for your e-commerce site, you are the right place. Take a look at the tips that I have provided below. Supporting your e-commerce business becomes easy with these guidelines.

1. Segmentation by Traffic Source

It is very important for an e-commerce business owner to understand the relation between conversions and referring traffic sources. The data collected will help you to understand where you need to focus your efforts.

With the help of Google Analytics, users are able to track the details of how, when and where.

    • How people are reaching the website
    • When they visit the website and
  • Where do they find the reference of your website

You can follow the path: Acquisitions > All Traffic > Source in order to check data related to traffic sources.

This will help you to determine:

a. Traffic sources that result in the highest traffic volume

This will help you to know where you are getting the most conversions. Boosting your SEO efforts can be adjusted based on this information. With the help of this data, you can formulate and modify your promotional plans. Not just that but you will also be able to determine the amount of effort and money required to be poured in each referral source.

b. Traffic sources with the highest and lowest conversion rate

Knowing about the sources that result in the lowest conversion rates will help you to decide where to put in more effort. It will also help you to figure out the areas where you need to stop investing money and effort. All this is important to formulate the right promotional plan for your e-commerce website.

c. Traffic sources that result in the most expensive visits

In order to find out the answer to this query, you need to assign costs to each of your traffic sources. This include affiliate commissions, ad cost, and SEO fees. Referral sources with easily measurable cost per click are known to include AdWords, social media ads and banner ads.

There are times when higher costs per click lead to more conversions. With all the data collected, you can determine whether it is profitable for you to invest in ads or not. Not just that, but you will also be able to learn whether certain types of investment is worth investing.

You should be informed that using the Goals feature of Google Analytics can help you to assign costs to each of your conversion. This is considered to be useful in measuring the non-purchasing activities including clicking a ‘follow us on social’ link or signing up for email updates.

d. Sources getting more traffic between desktop and mobile

It is needless to say that mobile users occupy a larger percentage of internet use. Therefore, having low mobile traffic can be a bad sign for your business.

Having low mobile traffic may possibly the result of the fact that your website is not responsive or you need to consider mobile usability. This is particularly important if your website experiences a mobile interstitials penalty.

2. Pages Performance

From what I have noticed, many of the e-commerce sites are adding personalization elements to their sites.

According to statistics provided by Gigya, it has been found that near about 40% of online buyers are more likely to shop from a website that offers personalization options. It has also been found that around $0% of the shoppers buy from retailers who are known to personalize the shopping experience across channels. This is why it has become important to optimize dynamic landing pages in order to convert your visitors.

With the help of Google Analytic data, you can see how your visitors are behaving while visiting your website. You can follow this oath in this regard:

Behaviour > Site Content > All Pages


If you have an e-commerce website with over thousands of pages, it will allow you to break down the pages receiving the highest traffic volume. Not just that but you will also be able to learn about your exit and top landing pages.

You can personalize your site by figuring the product pages receiving the highest traffic volume. My readers should know that the first pages visitors land on or the landing pages are the most important pages. Therefore, these pages need to be converted immediately or drive visitors to the beginning of the funnel.

If you notice the low performance of these pages, it should be a matter of concern for you. Other than your landing pages, you also need to keep a check on your exit pages as well. This will help you to know what made your visitors leave your website.

3. Product Performance

With the help of Google Analytics, you can also keep a check on your product performance. The path to be followed:

Conversions > Ecommerce > Product Performance

E-commerce tracking is basically a snippet of codes that you can install on your site in order to collect transaction data including:

    1. Purchase amounts
    1. Product sales
  1. Billing locations

E-commerce tracking allows you to integrate data with Google Analytics and also helps you to learn the value of various user actions on your site.

You should be informed that enhanced e-commerce requires a much more elaborate set-up. However, it provides you with more detailed insights too.

With the help of product performance data, you will able to figure out the products that make maximum money. This will allow you to determine the products that you should offer to your visitors in order to help conversions.

Additionally, Google Analytics also help you to see the products that are converting at a high rate. With this information, you will be able to figure out the products that are not doing well. Based on the information collected you can decide whether the products need better marketing or improvement.

E-commerce tracking also helps you to see the products that have the highest return rate.

4. Shopping Behaviour

As an e-commerce site owner, it is crucial for you to know what your visitors are looking for. In order to figure this out, you need to monitor your visitor’s behavior. The path to be followed:

Conversions > Shopping Analysis > Shopping Behaviour


It is often noticed that first-time visitors browse through different pages to get an idea about the site. You need to analyze their behavior in order to understand how they navigate through your site or if they leave the process in the middle.

If you explore further, you will also be able to figure out why they stopped at a certain point. This in return will help you to fix the problem.

Google Analytics is an important tool for analyzing your website data so that you are able to take better decisions in order to improve performance. Even a small increase in performance can have a huge influence on your site. This is why it is important for you to dive deep into the data in order to figure out the problems. Not just that but it will also help you to seek new opportunities with the help of which you can improve your existing assets.

In the words of data analytics expert:

“Conversion goal set-up in Google Analytics is something you don’t want to take lightly. Setting up a wrong match type can report conversions that necessarily are not conversions.” – Josh McCoy.

“One metric alone doesn’t tell you what’s happening with your site; as ever Analytics is about taking your data and outside influences (i.e. time of year) and building insights from all of it.” – Fiona Roddis.

To conclude, it can be said that monitoring the performance of your e-commerce site is very important. However, this can be done easily using Google analytic data. In fact, it can also help you to increase the conversion rate of your site.

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Bill Achola

Bill Achola

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