0405123696 petra@web-data-analytics.com

 513 total views,  6 views today

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.

Share this article!

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with a couple of new findings about our audience. We implemented elements to assist both of those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

shares