Data is the driver behind any sound business decision. Understanding your metrics will allow you to make sound business decisions to drive revenue on your eCommerce site and understand your customer metrics. In today’s post, we will explain how to view your Google Analytics in order to make more informed and actionable merchandising campaigns.
Now that we have site search analytics set up, let’s go in and take a look at the data. Before we do that, we need to get to the Google Analytics dashboard. Here’s how.
1. Sign in to your Google Analytics account and head to the ‘Reporting’ section.
2. By default you should end up at the ‘Audience’ section of the analytics dashboard. To view your site search analytics, click on the ‘Behavior’ section.
3. Once the Behavior section has loaded, you’ll notice a heading called ‘Site Search’ – click on the link to access the report. Once site search has loaded, click on the ‘Usage’ section for a top-level summary of your search analytics.
4. On the usage page, you will see a side-by- side comparison between Visits with Site Search, and Visits without Site Search.
To clarify: a visit with site search means that the individual visit included at least one on-site search. A visit without search means that the visitor never used your on-site search tool. This is not a comparison of your visitors before implementing site search technology and your visitors after implementation.
We’ve highlighted some of the most important metrics, including bounce rate, time on site, revenue generated, and conversion rate. The analytics dashboard pictured above gives you 3 values for each metric: the site-wide average, the value for visits without site search, and the value for visits with site search.
To learn more about how to set up your Site Search analytics, watch our eCommLab Video below!
Do you use Google Analytics to drive your merchandising strategies? We’d love to hear your thoughts, and discuss ways to enhance your marketing efforts through Nextopia’s merchandising dashboard. Interact with us on Twitter at @Nextopia, or call one of our Search Experts at 800-360-2191 to learn more about how site search data and merchandising can drive revenue and conversions to your eCommerce site.