How to Use eCommerce Analytics for Your Online Store

Not long ago, marketers had to rely on mounds of data spreadsheets and go through lines and columns of data to decode market patterns and trends. The information helped them strategize their moves and take their business closer to their sales goals. Today, they don’t have to go through such grueling routines of processing reams of data manually. Online businesses rely on eCommerce analytics to access large volumes of data. Yet, data on its own represents little value to businesses. They must be transformed into actionable insights to extract their value. This is where eCommerce analytics takes center stage.

What is eCommerce Analytics

E-commerce analytics can be termed as the process of uncovering, understanding, and collaborating data patterns. It is an important process that helps measure performance trends, user behavior, and return on investment factors. Also, it can help create campaigns that can boost sales and reduce costs, making it easy for you to improve your business prospects.

E-commerce analytics helps in the consolidation and management of data. The emergence of multiple data sources and the need to gather and merge data about various parameters can become overwhelming for eCommerce businesses. E-commerce analytics offers techniques that can help in handling this issue smoothly.

The following eCommerce analytics metrics can help you leverage the power of your website traffic when online shoppers show interest in your products.

Identify and Set Your Objectives

Identifying and putting in place your objectives and goals is mandatory before you start applying eCommerce analytics to your data. It will provide your team with a common goal to work on. It will also boost the odds of success in achieving the stated goals of the business. With eCommerce analytics, you can get closer to your marketing goals such as:

  • Generating high-quality leads.
  • Improving checkout conversion numbers.
  • Enhancing margin of profit.
  • Using upselling and cross-selling to boost sales.
  • Gaining customer loyalty.
  • Reducing the instances of abandoned carts.

Establish Benchmarks

In digital marketing, establishing benchmarks means identifying specific metrics, such as customer acquisition, abandoned carts, etc., over a period of time and using these benchmarks to make the best business decisions. Benchmarks help you find out how you compare your business performance over a specific timeline.

Optimize Your Campaigns

E-commerce analytics helps in measuring business performance. It also helps quantify the variables that assist in improving performance. Optimization is the natural progression to the next step. It aims to improve performance by fine-tuning marketing variables so they configure optimally.

E-commerce businesses aim to optimize campaigns by tweaking variables such as promoting products to customers, allocating resources to increase channel relationships, and other such promotional efforts. All these factors can help improve performance metrics such as sales, profits, and market dominance.

E-commerce businesses can use simulations and experiments to zero in on the optimal resources and take the appropriate steps to optimize them and make campaigns a huge success.

Finally, by tailoring email content to specific customer segments and utilizing personalized messaging, you can significantly enhance your engagement rates and conversion metrics. Through effective segmentation and strategic email campaigns, your e-commerce business can leverage the power of targeted email marketing to achieve remarkable sales growth and establish a strong market presence.

Incorporating Data Into Business Routines

You can easily see the difference between eCommerce businesses that use data in their regular work processes and those that don’t. Moreover, eCommerce merchants with a penchant for analyzing data, gaining valuable insights from their analytics, and applying those insights into action are assured of success.

It is simple to incorporate the habit of using data analytics. All you need to do is implement weekly check-ups in your business routine. So, to be a successful business enterprise, you must first focus on removing the biggest bottlenecks in your business. This can be done by accessing the analytics and identifying the priority actions for the next few days or weeks.

Suppose you discover that your problem area is average page load time, which is impacting conversions in a big way. The priority should be to reduce page loading time by taking the necessary corrective steps.

The Key Moves

Prioritizing your tasks is the most important thing when you decide to use eCommerce analytics to make business management smoother for your eCommerce business. Experts say that analytics can help you track the progress of your business on a weekly basis. All you have to do is compare the previous and current data to know whether you have made any progress or need to do some catching up.

Once the problem area is identified, brainstorm with your team on how to use the metrics to improve business prospects. The ideas that emerge from such sessions must be implemented, and the same process must be repeated till all the red signs on the path of progress turns green.


When you incorporate the habit of applying analytics and incorporating data into the decision-making process of your ecommerce business, you assure success. You must make your eCommerce analytics work for you to achieve positive results. Likewise, poor execution and lack of dedication to using analytics are the key reasons why many businesses fail. It is critical to comprehend which data points are important for each stage of business development.