Business owners and commercial eCommerce platforms recognize that now, more than ever before, analytics are an integral part of success. That’s because there are more than 110,000 eCommerce websites out there generating revenue of a meaningful scale.
That doesn’t even include the smaller eCommerce businesses that are new to launch and grow.
And they’re all competing for the attention of your customer, so you’ll really need to step up your marketing game to be successful.
Success is driven by data: you can set goals, milestones, and benchmarks all you like, but without that data you’ll never know if you’re hitting your KPIs, completely bombing, or killing it in sales.
Built-in analytics that comes bundled with platforms like Shopify and BigCommerce are a good start, but they only provide bare-bones data that tends to provide little more than vanity metrics and merchandising data. A lot of what you get isn’t actionable.
1. Google Analytics
Even if you purchase another commercial eCommerce analytics platform, you should still have Google Analytics set up on your website. For starters, it’s free – and there’s a lot that you can do with the free platform.
And since it’s free, you can use it to compare the data coming from any other platform you use.
Piwik is an open-source alternative to Google Analytics with a nearly identical feature set. It provides a lot of the functionality you need to get insight into site performance as you weigh that performance against your goals. It’s available in free and paid versions via self-hosting or cloud-hosted service.
Kissmetrics is a popular and widely used analytics tool and is well-loved for its funnel-building tools that provide easy interpretation. This includes its unique Path Report that shows the most common steps a visitor takes between their initial visit and final conversion, sometimes revealing a consumer funnel opportunity you hadn’t considered (or funnel leaks).
RJMetrics goes beyond analytics by offering a comprehensive business intelligence platform. This brings marketing and analytics tools under one roof to help marketers make better data-based decisions.
Clicky is a popular analytics platform among small and mid-sized organizations. One of the reasons I like Clicky and recommend it is its real-time monitoring capability, which makes it easy to react to changes a lot faster. This can be beneficial if you want quick insights on content promotion or specific conversion goals during testing.