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!