Showing results in work done in e-commerce is only possible if you have the right analytics tools in place. Tracking the performance of your website from the entrance to the exit and throughout the entirety of your funnel is key to making sure your company is on track to meet your goals. You can choose from a host of analytics tools on the market, all of which have merit in their own rights but not all are made equally. To help you narrow the field and make an informed choice on which tool will best fit your needs, here is a list of the best analytics tools available on the market today.
What are E-Commerce Analytics Tools?
E-commerce analytics tools are digital tools used to compile, track and gain key insights into your customer base and market impact. E-commerce analytics tools generally include data points on customer behavior, bounce rate, geolocation information and acquisition channels.
How to use E-Commerce Analytics Tools
Though every analytics tool will have its strengths and weaknesses, each offers general things that you should be able to do, which is to improve your brand’s presence and increase your sales and marketing capabilities.
Generate leads
E-commerce conversion funnel tactics are key if you want to generate leads in your e-commerce store. Leads can be generated using a number of different techniques, with email marketing being the most common. However, creating targeted campaigns with personalized messaging can be time-consuming and isn’t the most effective way of generating leads. Most websites have opt-in popups or forms that visitors have to fill out before they can access further information or free content. With the correct analytics tools, you can keep track of where your current leads are coming from and what they all have in common.
Boost conversion rates
Generating the right leads is core to a business’s growth, but making sure those leads convert is just as important if you want your business to succeed. Understanding what triggers people to convert to your site can help you adapt your sales funnel to capture more leads and increase conversion rates. Knowing on-site bounce rates, keyword entrances and page heat mapping can help you understand your customers’ focus, needs and interests so that you can clearly define your marketing goals.
Expand your reach
Many ways are available to expand the reach of your online business, so it is important to ensure you take every opportunity applicable to your customers. Analytics tools help you identify the most popular channels for your business and the traffic driving the most revenue. These insights will help you decide what strategies will have the biggest impact on your business and which ones will require less effort from you.
Improve Customer Retention
Improving customer retention not only boosts profits but also increases customer loyalty and can drive down your acquisition cost. Good customer service is the key to keeping your customers happy, but ensuring that you are getting the most out of your existing customers is vital for long-term business growth. This goal can be achieved by tracking customer behavior to identify areas where you might be able to improve retention rates.
Top E-Commerce Analytics Tools
The top e-commerce tools overlap in specific features, but each hyper-focuses on certain aspects of your customer’s journey toward a similar end goal. Some e-commerce data tools focus on UX-specific challenges while others work on customer acquisition. Here are some of the top e-commerce analytics tools on the market today.
Google Analytics
Google Analytics is one of the most powerful digital marketing tools available, and it’s free. It empowers companies of all sizes to learn more about their customers online and adapt their marketing strategies to drive more traffic and generate sales. All the information you need to track visitor behavior on your website can be found in the Google Analytics platform. Paired with the Google Tag Manager, users can track everything from where people are visiting your site to how long they stay and what they are looking at while they are there. This free service powered by the world’s largest search engine also has a paid expansion to its ever-present analytics suite that allows customers to view more in-depth information about their target and captive audience.
Hotjar
Hotjar is a popular analytics tool that offers a visual representation of a user’s journey through a website. It provides valuable insights that can be used to optimize UX and improve conversions. Hotjar allows businesses to see how users interact with their websites using heatmaps, funnels and interaction recordings.
Kissmetrics
Kissmetrics is a leading SaaS-based marketing analytics platform that employs machine learning and artificial intelligence to help businesses of all sizes gain better insight into their website visitors’ activity and convert more leads into customers. The platform offers a suite of tools that include funnel analysis, email marketing, marketing automation, event tracking and reporting.
Woopra
Founded in 2010, Woopra is an all-in-one analytics platform used to better understand visitors, optimize website performance and drive revenue growth. This marketing and analytics tool provides insights about visitors, a user’s website and marketing channels in a single dashboard. Woopra’s technology includes heat maps, mouse movement analysis, form submissions, keyword search trends and geolocation data among other data points.
Omnisend
An omnichannel platform designed to help e-commerce businesses send personalized messages, Omnisend allows users to interact with their customers across multiple channels and devices. Its real-time chat solutions allow business owners and admins to communicate with their customers live and monitor the effectiveness of their marketing efforts. Users can create and run targeted campaigns for their subscribers and track results in real-time using the cloud-based tool. Other features include user segmentation, drag-and-drop templates and split testing tools.
Yotpo
Yotpo is a content marketing software that allows online retailers to collect authentic customer photos directly from their stores and manage them in an online gallery, specifically with its Visual UGC feature. Once the photos are approved, they can be used by brands to publish on their website and other online properties including Facebook, Instagram, Pinterest and Twitter. Users can also tag products within the photo, which increases SEO rankings and drives more traffic to the product page. Brands can also use Yotpo’s social proof reports, loyalty program, subscription services and Shopify SMS tools to increase conversion rates and sales.
Lucky Orange
Lucky Orange provides website owners with real-time customer support and analytics software that helps them gather customer insights and improve customer experiences. The software allows users to track website visitors’ behavior on desktop and mobile devices and measure key metrics such as the number of visits, duration of visits, pages viewed and time spent on each page. It offers live chat functionality that makes it easier for customers to connect with customer support when they have questions or need help. Its analytics capabilities make it easy for business owners to track trends in website performance and quickly identify areas for improvement.
Justuno
Jutsuno is an analytics platform that helps ecommerce businesses collect, visualize and better understand their audience segments to drive revenue. The platform offers a variety of features that help users measure performance across social media, their website and marketing campaigns to drive better results and maximize return on investment. It features a customizable dashboard that allows users to create focused dashboards to analyze the data most relevant to their business objectives. It also enables users to compare various data points and segment their audience based on factors such as demographics, interests, purchase behavior and location. In addition, it offers in-depth reports on audience engagement to help users identify areas where they can improve their marketing efforts.
Integrate for Success
Print Bind Ship has a fully integrable API that can also work within the funnels and integration point of whichever of these analytics tools you use to track your success. Connecting your digital sales insights to real-world applications that maintain trust in your client requires a shipping partner that gets your products out to your customer safely and on time. With over 60+ years in printing, shipping and logistics, Print Bind Ship can be your perfect integration partner.
FAQ
Marketing analytics software allows users to view and measure key data points to make better-informed marketing decisions. These types of software are normally fully integrated into the website through an API or content management system (CMS) plugin.
The best marketing analytics tools for e-commerce brands really depend on where your customers are. If most of your customers convert via emails, an email-focused solution may be best; if your customers come through multiple channels, you should choose an omnichannel option.
t the end of the day, Google Analytics is the best analytics toolset for websites because of its free and paid version with the full power of Alphabet’s network of connected companies.