The most successful Shopify store owners use data to inform their long term decision making process – and validate success or failure. I get it – Google Analytics and eCommerce reporting can be overwhelming. What’s more overwhelming is that If you aren’t diving in to Google Analytics at least once a month – you’re missing out on revenue opportunities.
Whenever I look at a client’s analytics account – I want to understand (and share with them):
- What’s working (Success)?
- What’s not working (Failure)?
- What haven’t we done yet (Opportunities)?
So take deep breath and use these 5 tips to use Google Analytics and Shopify to make decisions that improve your Shopify revenue. Celebrate your success, learn from your failures, and keep taking on new opportunities!
Shopify Tip #1: Filter out Owner, Staff, and Vendor Traffic
Why? If you put good data in – you MAY get good data out. If it’s bad data to begin with… well – that’s why it’s number 1 on this list. As you move down this list, with your own browsing activity, behavior, and in all honesty lack of purchases excluded – everything becomes more clear.
How: Set up a separate view in Google Analytics and add a Custom filter that Exclude with a filter field of IP Address and enter your IP. Repeat this process as much as necessary – and use this view that shows your customer’s behavior to run reports and track progress.
To collect this information from staff or partners have them visit a website like WhatismyIPAddress.com and have them send that to you to add additional filters.
Shopify Tip #2: Track Shopify Conversions in a Google Analytics Funnel
Why? A Shopify Conversion Funnel in Google Analytics provides insight into where the customer abandons checkout. We need to obsess about minimizing that abandonment. Yes – Google Analytics has eCommerce tracking out of the box and it works. I recommend setting up a Conversion Goal to see the funnel visualization of a customer experience so you can better identify the drop off.
I used this report with a client to identify that mobile customers were abandoning the first step in the checkout process. I compared the mobile UI to the desktop UI and noticed the discount code input field was less visible on a mobile device. I took action by adding the coupon code to a different position in the mobile view which improved the mobile conversion percentage generating more money for the Shopify store owner.
If you want to add a Shopify Conversion Funnel to your Analytics View – click the link below to import it from a shared gallery. It’s fast, free, and comes from Google Gallery. Do It!
Shopify Tip #3: Track and Monitor Mobile and Desktop Conversion Rates
Why? Conversion rate is way more than the number of unique conversions compared to number of visits. Compare your mobile conversion rate to desktop and investigate what you could do to improve both.
An update made based on a review of the mobile conversion rate was better presenting the Add to Cart button on a product page to avoid lengthy scrolling. If I simply looked at the conversion rate as a whole – we might not have seen the lower conversion rate on mobile and taken action.
In addition to the conversion percentage, combine this device specific report with the source that contributes to conversions to understand what’s working.
Now that you have a conversion funnel and you are filtering out non-customer traffic – we’ll have a better insight into what’s working.
To pull this report go to Conversions > Goals > Overview > Source / Medium
This report helps your bottom line by informing you where your best customers come from and where to invest in advertising or content production.
Shopify Tip #4: Exclude Self Referrals and More
Why? Nothing is worse than celebrating a great month – pulling your reports and seeing that conversions were attributed to paypal.com or checkout.shopify.com – negatively impacting your reporting and understanding of what is working.
Here is what you do – In Google Analytics Open the Property that has filters to exclude staff and Vendors and select Referral Exclusion List > Add Referral Exclusion and add the following
- yourwebsite.com or other variations of your website if it redirects
If you aren’t excluding domains from referral traffic in Google Analytics – they are going to have sales attributed to them when you pull your reports. If you see any external payment providers or odd domains – consider excluding those.
Shopify Tip #5: Track Exits and Bounce Rates on Collection Pages
Why? If customers are not making it to your product page it doesn’t matter how much you are optimizing the product detail page.
Bounces are single page sessions where the user browsers to the website and does not visit another page. The first page in a visit is an opportunity to start the customer journey. Exits are tracked and associated to a specific page when that is the last page the user visited in the session. A page with a high exit rate indicates that users are not engaged, possibly confused, and looking elsewhere.
I use Google Tag Manager to pull the following standard report for collection pages:
- % of collection visits where a user then clicks on a product to view more specific information
- % of visits to a collection page that complete a conversion
- % of exits per collection
- % of bounces per collection
When you set up these reports remember to filter activity so you only see collection pages – and not products!