Archive for the ‘Ecommerce’ Category

Top 3 Overlooked Metrics in Google Analytics for Ecommerce Websites

<< by Scott Garrett on June 19th, 2013

In my last blog post I wrote about my Top 10 Dashboard Widgets in Google Analytics for eCommerce Websites. Today, I will be telling you about the specific metrics important to eCommerce sites – including ones you may have overlooked.

With the vast number of metrics available to track in Google Analytics, it is easy to get overwhelmed and only focus on the big ones (i.e., cost, revenue, transactions). While these three metrics are often the deciding factor in whether your eCommerce efforts are successful or not, you must not overlook the other metrics that feed into these 3 main metrics. Understanding how the other metrics combine and interact with each other to increase revenues, for example, or decrease overall costs, is crucial for truly optimizing your eCommerce website. Discovering the real metrics that drive performance in your account brings you one step closer to understanding “the riddle of steel” (also known as Conan the Barbarian’s epic quest to understand the finer points of eCommerce analytics…I think that is how that movie goes, or maybe I’m thinking about the sequel).

conan the barbarian Top 3 Overlooked Metrics in Google Analytics for Ecommerce Websites
Anyway, no need to pray to Crom for guidance on the finer points of eCommerce analytics, because here are my top 3 overlooked metrics in Google Analytics for eCommerce websites.

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SMX Advanced 2013 Live Blogging Roundup

<< by Kari Rippetoe on June 13th, 2013

smx adv seattle SMX Advanced 2013 Live Blogging RoundupSMX Advanced took place this week in Seattle, and our own Janet Driscoll Miller and Amanda Sides were there live blogging the flurry of tips and tricks, new tactics, best practices, and announcements that search marketers have come to love and expect from the SMX conferences. We’ve put together a roundup of all of Janet’s and Amanda’s posts from SMX Advanced so you can catch up on anything you missed – whether you were able to attend, or watched from the Twitter sidelines. Plus, we’ve included a link to Janet’s own SMX Advanced presentation on Authorship. Enjoy!

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Top 10 Google Analytics Dashboard Widgets for Ecommerce Websites

<< by Scott Garrett on May 30th, 2013

As many of you may (or may not) know, Google Analytics is a wonderful source of website performance data, and it can be especially useful for ecommerce sites. However, Google Analytics can also be a time consuming, and sometimes scary, adventure sifting through deserts of irrelevant data trying to find that one oasis of actionable data. Luckily, Google Analytics has put that oasis right in front of your eyes with its customizable dashboard widgets, and they are no mirage.

Capture Top 10 Google Analytics Dashboard Widgets for Ecommerce Websites

Wait, you don’t know how to create a Google Analytics dashboard? Not problem – check out this great blog post on how to set up Google Analytics Dashboards by my colleague Amanda Sides.

Customizable dashboard widgets allow you to select specific metrics and combine them with various dimensions and filters to create snapshots of data that will help you understand the true performance of your account. Currently, there is a limit of 12 widgets per dashboard you create, so choosing and creating the correct widgets for your specific needs can be a challenge. Ultimately, the most important goals of your website and/or campaigns should help you determine what to measure in Google Analytics, and then creating widgets that show you what you want to know.

But not to worry, for I will share with you my top 10 dashboard widgets geared specifically for ecommerce websites.

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Increase In-Store Sales with New AdWords Offer Extensions

<< by Sarah Bonner on March 26th, 2013

Google AdWords has introduced another exciting product in the long line of updates coming with the new Enhanced Campaigns rollout. One of the new, potentially phenomenal, features currently in a limited release is Offer Extensions. Offer Extensions allow businesses to add a promotion or offer at the end of their AdWords ads. Customers will click on the offer and be taken to a Google hosted landing page where they can either print the coupon or save it for later in Google Offers. Here’s what it will look like:

Google Offer Extensions Increase In Store Sales with New AdWords Offer Extensions

Cost & Benefits

Costs for Offer Extensions are the same as traditional clicks, so advertisers can look to Offers for a low-cost way to spread the word about certain promotions or sales. This could be potential competition for the likes of Groupon and LivingSocial, who have high cost for businesses as they take a large percentage of the revenue made with their deals. Offer Extensions provides simple, low cost alternative that could drive traffic, as Google so often reminds us, of people who are actually looking for related products. If advertisers start using Offer Extensions on a mass scale, it could be huge for businesses and customers!

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Why All Online Retailers Should Be Using Google Analytics Ecommerce Tracking

<< by Amanda Sides on February 13th, 2013

 Why All Online Retailers Should Be Using Google Analytics Ecommerce TrackingAs you all know, I’m a huge advocate of Google Analytics. The more insight you can get into your site traffic, the better. So, if you are an online retailer, I hope you have already implemented, or at least have it on your radar to implement Google Analytics Ecommerce Tracking. Just like most other Analytics data you can derive, the purpose is essentially to give you more information regarding visitor actions, just now on a more advanced level.

What is Google Analytics Ecommerce Tracking?

In a word: Amazing. Ecommerce tracking helps you better understand exactly what visitors are buying, and where they came from before they bought it. Even though it’ll take a bit of work to get it up and running, it will be well worth the extra effort. Through this tracking feature, you’ll be able to see products, transactions, and time to purchase, which are better defined below:

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