It is indispensable to properly analyze your store’s statistics. Study this data to plan your next move and learn if your past actions were conclusive.
1. Study the source of your visitors
The first thing to analyze is the source of your visitors: is it direct traffic? Is it traffic from search engines?
This information is useful to implement relevant operations to increase your store’s traffic, such as Google Adwords campaigns, partnerships with external sites, etc.
Pay attention to search engine key words bringing users to your site: if the word “white garden chair” represents a source of high traffic, make sure that your visitors can find information on this product at a glance.
2. Watch over your store’s bounce rate
Bounce rate is the percentage of visitors who only go to one page on your site. You want a low rate. A high bounce rate isn’t bad just because it means visitors left, but also because it signifies that visitors didn’t find what they were looking for and left without conversion. Try to reduce your rate as much as possible by making some changes to your store.
Your store’s home page is a key factor that could lower your bounce rate. Make some trial changes over short periods of time (1-2 weeks). Add a slide show, highlight featured products and sale items as well as your strengths and satisfaction guarantees (delivery within 48 hours, 15-day reimbursement period, etc.). These elements will attract the attention of visitors who consult your catalogue.
3. Analyze the number of page views and average time spent on the site
These two relatively-related measures are great for learning if your community consults your catalogue. The longer someone spends on your page, the more likely you are to have substantial sales. This thus means your catalogue is clear and your users find everything they want. With each new page viewed, you increase your chances of sales.
4. Identify new visitors and returning visitors
It’s important to know the number of new visitors and “returning visitors,” those who come back to your site. You’ll see if you’re able to acquire new clients or if you retain the old ones.
This important data lets your qualify your visitors and spread out your marketing budgets according to your expectations.
By analyzing and crossing all your data and statistics you can thus qualify your visitors and implement efficient internal operations (changing your store’s look) and external operations (mailings, marketing, etc.). Take the time to analyze this data after every change to know its impact and pertinence. Statistics are effective and indispensable tools for better understanding your visitors and your store.
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