• 1. About this Book
  • 2. 10 Reasons why Ecommerce Businesses Need to Have Google Analytics Set Up Correctly
  • 3. Quick Overview of Your Google Analytics Admin - Before You Set Up Your Ecommerce
  • 4. Setting Up Your “All Web Site Data” View in Google Analytics
  • 5. What the Heck are Parameters... And What do I do with the "Exclude Query Parameters" Field in Google Analytics?
  • 6. Adding Filtered Google Analytics Views Gives You Access to Better Marketing Data
  • 7. Setting up an “Include My Domain” Filter in Google Analytics
  • 8. Using Google Analytics Filters to Rid Yourself of Rage-Inducing Referral Spam
  • 9. Formulating Your IP Address Filter in Google Analytics
  • 10. Ensuring that Your Google Analytics Data is Accurate by Applying Lowercase Filters
  • 11. How to Remove Slashes From The End of your URLs in Google Analytics
  • 12. Fixing the Problem of Parameters in your Ecommerce URLS in Google Analytics
  • 13. Acquiring Your Ecommerce Store’s Unique Parameter List for Google Analytics
  • 14. How to Turn your Ecommerce Parameters into Custom Dimensions in Google Analytics
  • 15. Using your Parameter Custom Dimensions to Discover Ecommerce Opportunities
  • 16. Key Google Analytics Settings You Might Have Overlooked for your Ecommerce Configuration
  • 17. What are the Google Analytics Ecommerce Settings For and How are They Set Up?
  • 18. How to Turn on Ecommerce Tracking in Google Analytics
  • 19. Google Analytics Enhanced Ecommerce on popular Ecommerce Platforms
  • 20. Manually Adding Google Analytics Standard Ecommerce Transaction Tracking Code
  • 21. Manually Adding Google Analytics Enhanced Ecommerce Transaction Tracking Code
  • 22. Implementing Enhanced Ecommerce Features to Collect Game Changing Data For Your Ecommerce Store
  • 23. How Do You Use the Ecommerce Reports Built into Google Analytics?
  • 24. What is the Google Analytics Ecommerce Overview Report and What Should You Use It For?
  • 25. What is the Shopping Behavior Report and What Should You Use It For?
  • 26. The Importance of the Checkout Behavior Report in Google Analytics
  • 27. What is the Product Performance Report Used for in Google Analytics?
  • 28. This post has been deleted
  • 29. How can you see Individual Ecommerce Transactions in Google Analytics?
  • 30. What is the Time to Purchase Report in Google Analytics Used For?
  • 31. Deep-dive your Product Sales with the Google Analytics Product List Report
  • 32. Setting Ecommerce Goals in Google Analytics and Why This is So Important
  • 33. Adding Your Ecommerce Goals to Google Analytics
  • 34. Using Google Analytics Goals to Boost Your Ecommerce Conversion Rate
  • 35. Using the Model Comparison Tool in Google Analytics
  • 36. Segmenting Users - A Powerful Tool for Providing Data Insights
  • 37. Building Segments Using the Shopping Behavior Report
  • 38. How to Use the Segment Builder in Google Analytics
  • 39. How to Build Specific Criteria using Google Analytics' Segment Builder
  • 40. Google Analytics Segment Examples to Enhance Your Ecommerce Sales
  • 41. How to use Segmentation Analysis to Identify Opportunities and Increase Conversion
  • 42. Making the Most of the Demographics of Users When Looking at Ecommerce Data
  • 43. Google Analytics Segmentation Example - Transacted vs Did Not Transact
  • 44. Taking your Segmentation Analysis Further
  • 45. Bonus: Six Reasons Why Your Ecommerce Store Needs Google Tag Manager
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    Google Analytics boost ecommerce conversion rate

    Using Google Analytics Goals to Boost Your Ecommerce Conversion Rate

    In Setting Ecommerce Goals in Google Analytics and Why This is So Important we discussed the fact that an increase in sales conversions is made up of an increase in lots of little micro-conversions. If you can improve your conversion rate across all the different areas in which your visitors interact, then your results accumulate and increase your overall conversion rate.

    In this post, I am going to provide you with a simple example of how you can use Google Analytics goals to help you increase the conversion rate of your eCommerce store.

    Using Goals with the Landing Pages Report

    The first example uses the Landing Pages report located at BEHAVIOR → Site Content → Landing Pages

    For each goal, you can sort by the Goal Completions column or Goal Conversion Rate column to identify which landing pages are the most effective, and which are the least effective for that particular goal. You can see an example of this in the image below where we have zoomed into the Conversions columns. In this case we have sorted landing pages by product page views which we have saved as a custom goal. We can see that the top two landing pages result in substantially higher product page views than other pages. This suggests that if product page views were low for your website, you would be best off directing incoming traffic to one of these pages.

    If you have Standard or Enhanced Ecommerce already set up then you will also have an eCommerce goal automatically added by Google Analytics. You can use this to determine the revenue from each landing page, as you can see in this image:

    Essentially, by selecting different goals for the conversion columns you can see how your business outcomes are dependent on the different scenarios determined by each report.

    Interestingly, a higher eCommerce conversion rate doesn’t always result in higher profitability (as you can see above) because the product price and margin will ultimately dictate the profit. Always look for ways to maximise revenue, even if it means slightly lowering conversion rates across your whole website. The business outcomes are always more important than the metrics.

    Any goal that you add in as goals can be used to find the conversion rate for any report that has a goal column. If you can’t find a report that shows you the particular column that you want to compare with your goal then you can also create your own report using a custom report.

    Goals Overview Report

    Another place that you can use these goals is the Goals Overview Report; the location for this is shown below:

    The Goals Overview Report allows you to pick any goal that you want, and see how the goal has been tracking over time. It also shows you the key metrics and the key pages associated with the goal. The image below demonstrates an example of this:

    To learn specifically how to set up your goals, see the article Setting Ecommerce Goals in Google Analytics and Why This is So Important. By incrementally increasing the conversion rate for each of your goals you start to turn more visitors into customers, and make more profit for your store.

    Want to get 8-10X ROAS from Google Ads?