Mmm, Crème de la crème of the world of ecommerce analytics.
Let's cover the basics first:
What is a conversion?
There are a couple of things we can call a conversion, but most of the time we refer to the act when a visitor converts to being a customer by paying for one of our products.
This is why this report is all about how you can produce the most amount of actual sales. Not product views, not additions to the cart, but actual money for your business.
First of all, don't forget to change the time frame to the one you actually want to analyze. You can choose between, weekly, monthly, quarterly and annual views or you can go to specific months or weeks also.
Conversion rate by marketing channel
In the first column you can find the actual conversion rate of your different marketing channels and in the second you can see the difference in conversion rate compared to the previous same length time period.
This way you can instantly know which are your best and worst converting channels and if there was any important changes compared to the last period or if they are above or below average.
In this case you can see that the Other marketing channel has the highest conversion rate, but Social comes close with 5,32%.
Also e-mail more than tripled it's conversion rate compared to the last month (this a report for March 2019).
We have no decrease in our conversions whatsoever. What's more we actually experience improvement from everywhere.
Based on this information only I would definitely continue doing what I have been done and also I would focus on my email campaigns since there is the biggest growth, which should meant the most increase in revenue. (💲💲💲 babyyy)
Here you can see CR / channel, but in a much wider time frame.
I love this graph because it helps me to understand the big picture by putting the data into more context. Also, since it's visual it's much easier to understand then a bunch of numbers.
It clearly shows that there has been some major changes happening not so long ago.
For example you can clearly see that the brown line (representing referral traffic) almost hit it's all time high in October, but fallen to a bit below average in November.
Since referral traffic can mean guest blogs, our own blog or not paid Facebook post some activity absolutely perished related to one or more of such activities. (I would contact my marketing agency or start to write articles similar to previous contents).
You can learn more about marketing channels here.
Next you can see your most important KPIs when it comes to increasing conversion and their performance overall and compared to the previous period.
I think most of these are straightforward, but if you hover over them you can find a short description.
Cart abandonment rate is the percentage of unfinished orders compared to finished ones.
Bounce rate represents the percentage of people leaving your store before spending anything.
Page / Sessions means the average number of pages opened per a single visit (session).
Okay-okay, I know that a session is bit different than a visit. You can read the definition of a web session here.
Actually this visual is one of my all-time favorites.
Here you can understand so easily where is your funnel leaking and how big is the leak exactly. I think this is the dream of an analyst really.
There are the actual sessions on the bottom, you can see the percentages, the increase or decrease of all individual steps in one single visual, and the bar can make you actually understand what this percentage means...
I love it.
Top landing pages and top coupons
You can see your top landing pages and the most important metrics regarding to them.
A landing page is one of the many sites of your web store where people landed or entered first.
The point of a landing page is to forward traffic towards to a revenue generating page (product page) or to generate revenue (it is a product page).
If you want to control traffic via a landing page than the most important KPI is the bounce rate which means if the visitors have navigated back to where they came from, to a different site or if they have exited the browser altogether and ran away screaming (not that funny).
It's also important to look at traffic because that can help to put thing into perspective. I mean who cares if the conversion rate is low and the bounce rate is high when no one visits the site.
Don't forget to click on show all. This is a magical button which you can use almost anytime to see all of your precious data.
For last but not least. You should check your coupons by looking at the following summary on your conversion report.
If you would like to learn more don't forget to read the rest of our articles.