No ecommerce marketer needs to be told it’s important to take advantage of Google Analytics. By paying attention to key metrics, you can better understand your customer base’s behaviors and tastes. This makes it much easier to develop strong marketing campaigns in the future.
That’s not to say you should limit yourself to using the bare-bones Google Analytics features. If you’re not using the Google Analytics enhanced ecommerce plugin, you’re depriving yourself of the opportunity to gather valuable information about your customers that isn’t available without the plugin.
As the name implies, this upgrade enhances Google Analytics in ways that are specifically useful for ecommerce marketers. The following points will explain not only how to use it, but why you should use it.
Installing the Google Analytics Enhanced Ecommerce Plugin
It’s important to understand that installing the plugin may not be a simple task. If you’re not comfortable with coding, you may need to coordinate with an expert to take advantage of the plugin’s features.
This is worth the minimal time and financial investment. With the new features this plugin offers, your marketing and ecommerce efforts will yield a more substantial return on investment than they would have if you simply relied on the traditional Google Analytics features.
Why You Should Use Google Analytics Enhanced Ecommerce
Again, the plugin is useful because it provides ecommerce marketing teams with additional data not typically available through Google Analytics. Without it, you can only collect customer data after they have already made a purchase. This limits the degree to which you can truly understand customer behavior on your ecommerce site. With an enhanced ecommerce plugin, however, you can collect data about guests even if they don’t buy anything.
To better understand what types of data you may collect, consider the following examples:
Tracking product impressions is one of the best reasons to use this plugin. With it, you can not only collect data about a product when a customer purchases it; you can also collect data about overall engagement with individual products.
For instance, using these enhanced features, you may discover that site guests often view a product but don’t add it to their shopping carts. This tells you there is something about the product page that isn’t working. It could be the copy, the CTA, or even the product itself. However, you can only make improvements if you know the nature of the problem. The plugin helps in this capacity.
Cart abandonment is one of the most significant problems ecommerce marketers face. On desktop alone, the average cart abandonment rate is approximately 73.1%. It’s even higher on mobile devices.
Luckily, with this plugin, you can track user behavior throughout the checkout process. This helps you identify at what stages in the process your customers typically abandon their carts. Thus, you can make the necessary improvements.
Remember that leveraging these features is much easier if you coordinate with an experienced developer. Because a substantial degree of coding is required, you need expert help to get the most out of the plugin. By working with web development pro, you can track data related to refunds, promotions, and much more.
This is just a basic overview. For further information on this subject, check Google’s official guide. It will help you not only install this valuable plugin, but also appreciate how you can use it to boost your ROI.