ECOMMERCE ANALYTICS & REPORTING

The Key To Ecommerce Success

Whenever you plan any part of your marketing you need to adopt a ‘first things first’ approach. In the digital world that means being able to take advantage of all the data you can get your hands on. The old saying claims that ‘knowledge is power’ - for an ecommerce site, ‘data is knowledge’! Data should be used for planning, monitoring, adjusting and reporting on your digital marketing.

Before I start any optimisation work for a client, I look at your existing data, and if needed, setting up the right tracking going forward. This means you always have the right data to hand, and can monitor how the work we’re doing is moving your business forward. Armed with the right analytical tools and data insights, I can tailor your SEO, and develop a more effective long-term SEO strategy.

My services include in-depth analysis and reporting – here’s more information about how this can benefit your online store.

Why eCommerce analytics and reporting matters

A recent study found that 87% of consumers make their purchases online. Close to a third of people click through to the first URL on the SERPS, and over 91% don’t bother browsing past the first page. It’s clear to see that SEO optimisation can make a huge difference in terms of click-throughs (and sales). However, you’ll only reach the coveted Page One in the search results with the right level of analysis and insight to back up your SEO strategy and tactics.

An SEO campaign is only as successful as the results it delivers.

What can data insight reveal?

Comprehensive analysis informs your SEO and PPC activities. It reveals the following:

Keyword search volumes and possible traffic at different ranking positions
The cost per click (CPC) for paid ads, using specific search terms
The ROI of keywords
Your average ranking position
Your site's / pages / keywords click-through rate
Your engagement rates - bounces, pages viewed, time on site
Your conversion rate (how many click-throughs convert into sales and enquiries)
Numbers of returning visitors / repeat customers
Purchasing behaviour
The number of abandoned shopping carts / incomplete sales
The demographic / geographic location of customers
Where your visitors are coming from (e.g. search traffic from Google, referral traffic from other sites, campaign traffic, or from an unknown source)

This data can be used to inform the following:

Which keyword to focus on and at what stage of your SEO
How your paid ads should be organised / structured, as part of your next campaign
Which activities generate good ROI (and which are a waste of money)
Your site's search visibility compared to competitor sites
How many visitors your eCommerce site is getting, and where they come from
Whether your sales funnel is effective or not
If there are any ‘problem’ pages that deter visitors from making a purchase
Which products are most popular, and for what reason

Evolving requirements

SEO isn’t a static process. The online marketing landscape is in a constant state of evolution, as are consumer browsing habits. As such, it’s important to keep a close eye on your site’s data, as it’s likely to change over time. This is a time-consuming process. I’ll take on this task for you, providing you with a series of regular reports. These explain vital factors, such as:

Shifts in customer behaviour (in terms of browsing and buying)
Changes in competitor behaviour (which may threaten your own results if not addressed)
Current trends in your industry (and how to keep up with them)
How well your SEO activities are working and where they need to change

Keeping tabs on PPC

OK, PPC isn't SEO, but they often work hand in hand and I often manage both for my clients. Without analysis, pay-per-click (PPC) campaigns swiftly become expensive, without delivering much in the way of returns. I use analytical tools to identify the following on your behalf:

The technical effectiveness of the campaign build, through analysis of CTR and site engagement
Campaign conversion delivery through tight tracking and attribution modelling
Return on investment (ROI) and return on ad spend (ROAS) tracking

This approach enables us to develop a cost-effective, results-driven strategy, PPC campaigns, and gives us valuable data that can help guide SEO strategies as a by product.

Measured results over time

The only way to truly understand your results is to analyse the data correctly, and identify what steps were taken to lead you to this point.

Adopting the right SEO actions is integral to the success of your business. However, the only way to know what the ‘right’ actions are is to measure what impact they have. The ‘one-size-fits-all’ approach doesn’t work for ecommerce – the short and long-term strategy both need to be tailored to your exact requirements. When analysing SEO marketing results, I focus on the metrics that matter most to your ecommerce company. I use analytical tools to identify how to generate the biggest ROI within your budget, while also boosting online visibility and brand awareness.

If you’d like to find out more about how I can support your next online marketing campaign (or your ongoing SEO efforts), get in touch today.

Get in touch today