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What is e-commerce Analytics and why is it important?

People naturally use e-commerce platforms to compare prices across different sellers and read customer reviews before buying. Your customers won’t buy from you simply because you sell something they want. One of the most effective ways to define what attracts your customers is to collect data on their behaviour. This is where e-commerce Analytics comes in handy. eCommerce Analytics helps you understand what customers are looking for.

e-Commerce analytics is any tool or strategy designed to analyze large amounts of data and produce actionable insights. eCommerce Analytics collects data from your website when prospective customers visit so you can draw insights from them. It enables you to study the behaviour of potential customers of your online store and reports the analysis to you to help you make better marketing decisions to boost sales.

The details you get from your analytics inform you about the following;

  • How many customers visit your online Store
  • What precisely the customer journey looks like on your website
  • The kind of products they often purchase
  • Whether your paid ads are effective
  • How long do customers stay in your shop

E-commerce analytics offers you insights into four metrics:

1. Users

A user is simply someone who visits your page, usually intending to buy your product. However, a user may or may not be the actual buyer of the product. Users become customers after a purchase has been made. QShop tracks every individual who skims through your website. Every new user gets a unique ID stored in their browser cookie, letting us track and record them.

2. Pageviews analytics

Google defines Pageviews as every instance that a particular page on a website has been loaded or reloaded. In simpler terms, every time a page is loaded on your website, it is recorded for you. Pageviews show you an idea of how popular your web pages are.

e-Commerce analytics

3. Bounce rate analytics

While you want high figures for other metrics, having lower bounce rate figures is the goal of every business. Bounce rate measures visitors who enter your site and then leave or bounce rather than continuing to view other pages within your QShop website. Your website bounce rate is crucial because it tells you how well people are or aren’t engaging with your pages.

bounce rate

Bounce rate is estimated when a user visits a single page on your website and does nothing on the page before leaving. A website’s bounce rate tracks how many visitors leave a page without performing a specific action—for instance, purchasing from your website.

4. Session duration analytics

A session is simply a period when a user interacts with your website. A session documents the length and frequency of your QShop website use and shows much time users spend within your online store. Your website records a session every time someone visits your website. Sessions start when a page is opened. This activates the cookies on your online store. The session finishes after the user has been inactive for a few minutes.


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