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Navigating eCommerce Reporting: A Customer Journey Guide

Table of Contents

In the digital world, data is king. When it comes to eCommerce, understanding your customers’ journey through the right set of metrics and reports can make the difference between stagnation and exponential growth. Here, we break down the essential types of reports, their metrics, dimensions, and their relevance at different stages of the customer journey.

Web Analytics Reports

Platform: Google Analytics, Adobe Analytics

Metrics and Dimensions: Page views, unique users, bounce rate, session duration, pages per session, new vs returning users, user demographics, device type, traffic source

Usage: Use throughout the customer journey to understand how users are interacting with your website and to identify points of friction or high engagement.

E-commerce Tracking Reports

Platform: Google Analytics, Shopify, WooCommerce

Metrics and Dimensions: Revenue, transaction volume, average order value, cart abandonment rate, product performance (sales, quantity, unique purchases), sales by traffic source

Usage: Use during the consideration, purchase, and post-purchase stages to track sales performance and understand the effectiveness of your marketing efforts.

Customer Behavior Reports

Platform: Hotjar, Google Analytics

Metrics and Dimensions: Click heatmaps, scroll maps, user recordings, user behavior flows, conversion funnels

Usage: Use throughout the customer journey to understand user behavior on your website and identify opportunities for optimization.

Search Engine Optimization (SEO) Reports

Platform: Google Search Console, Moz, SEMRush

Metrics and Dimensions: Organic search traffic, keyword rankings, click-through rate (CTR), impressions, backlinks, technical site health

Usage: Use throughout the customer journey to improve visibility in search engine results and drive more organic traffic to your website.

Social Media Analytics Reports

Platform: Facebook Insights, Instagram Insights, Twitter Analytics, LinkedIn Analytics

Metrics and Dimensions: Engagement rate, reach, impressions, follower growth, top posts, demographics, best times to post

Usage: Use during the awareness, consideration, and advocacy stages to measure the performance of your social media content and understand your audience.

Email Marketing Reports

Platform: Mailchimp, Constant Contact, SendGrid

Metrics and Dimensions: Open rate, click-through rate (CTR), conversion rate, bounce rate, unsubscribes

Usage: Use during the awareness, consideration, conversion, and advocacy stages to evaluate the effectiveness of your email campaigns.

Customer Satisfaction (CSAT) Reports

Platform: SurveyMonkey, Typeform, Google Forms

Metrics and Dimensions: CSAT score, Net Promoter Score (NPS), customer feedback

Usage: Use during the post-purchase and advocacy stages to measure customer satisfaction and identify opportunities for improvement.

Remember, the best report types, metrics, and dimensions will vary depending on your specific eCommerce business and objectives. The right balance of data interpretation, business sense, and intuition can help you navigate the eCommerce landscape successfully. Happy reporting!