Google Analytics is a very useful tool for cross-border sellers. When using Google Analytics, sellers must also understand its indicators correctly, otherwise they will make a big mistake and bring unnecessary trouble to the later operation.
1. Product analysis
In fact, this indicator can also be broken down into products. Sellers need to know which products contribute more to the seller’s total revenue, so that sellers can invest more promotion resources and energy in these best-selling products. What are the specific indicators?
Product size: For example, if the seller wants to sell clothes or shoes, there will be products of different sizes. What products do visitors mainly look at? Which size is more popular?
The ratio of purchase/details page views: This data can let sellers know the conversion ability of the seller’s details page and where to optimize.
2. Search console analysis
With the help of search console analytics, sellers can see how buyers view the seller’s brand and understand the factors that prompt them to click on ads to help sellers solve the problems of bounce rate and poor performance.
If sellers want to use Search console reports, please use Search console data sharing in property settings. In addition, sellers also need to have administrator privileges for Google Analytics accounts and SearchConsole accounts.
3. Pages per session
This metric is the number of pages that buyers click on when visiting the seller’s website. If sellers segment this information by channel or choose to view only new buyers, sellers can see the comparison between new and returning buyers and understand the attractiveness of the seller’s website to potential buyers, thereby further optimizing the buyer experience.
4. Search analysis
The more frequently people use website search, the easier it is to convert. Sellers can find new potential buyers who are interested in specific products, and then customize the content and navigation structure to provide people with the solutions they need.
5. Average session time
When combined with the number of pages per session, this metric can help sellers evaluate the quality of traffic, thereby checking whether visitors stay for a long time. When sellers want to improve conversion rates, the key is that sellers can keep people engaged for longer.
6. Assisted conversion
Today, many e-commerce brands rely on various marketing channels to convert buyers. A buyer may bounce on their first visit, but come back through social media and ultimately convert after clicking on a paid ad. By studying how buyers buy and measuring the role of assisted conversions, you can understand how many times buyers interact with your brand before purchasing.