When interning at Unilever Food Solutions (UFS), in the Global Communications department, a great part of my daily tasks was helping colleagues communicate with global regions. They needed to provide helpful documents and information through the Intranet to enable a coherent message throughout UFS globally. Aside from just providing the information, my job was to advise how and where to place these documents and information to boost views/downloads. Once this was all put into action it was time to review and see how many people actually viewed or downloaded in information. This is where google analytics came in and proved to be particularly useful.
Google analytics is handy for those running a website. It helps keep track of various factors such as your audience, traffic, advertising, content, and conversion. Google analytics has deemed very beneficial for people who are new to running a webshop. Google offers a complete Analytics Academy to guide and instruct new users through site. But at this point in time this is not the only guide available. With the growing use of analytics there are various blogs and YouTube channels that are help new users understand how to use analytics, some even catering to a company’s specific needs.
I came across an eBook written by CPC Strategy writers, David Weichel (specialist in conversion rate optimization) and Chris Pezzoli (account integration specialist) titled: Google Analytics Guide for Ecommerce Business Owners (2012). It’s the first of a series of Google Analytics eBooks CPC Strategy has released, and it’s available for download at no cost. This eBook is a short but thorough guide through Google Analytics.
Weichel and Pezzoli provide give clear and in depth descriptions of how to use certain features along with explanations on why they are valuable to merchants. There are well defined graphs/tables and images helping depict and supporting their text. The duo also gives advice on how to simplify quite complex formulas by using other programs.
.Weichel and Pezzoli instruct on to create effective Traffic Source reports to understand how your visitor has reached your site, Content reports which tracks your visitor’s behavior on specific pages (Duration, page – views, bounce rate), Advertising report to keep track of traffic produced by Google Adwords, and most important for all ecommerce merchants Conversion Report.
A Conversion report is essential for running an online webshop. This helps you evaluate how effective of your website is, according to your goals. They give profound instructions on how to develop these reports to fit your distinct needs.
Worth the read
I found this eBook delightfully helpful. The tone is quite personable and not at all pompous. It is clear that Weichel and Pezzoli have plenty of knowledge and experience in not only Google Analytics but this field. I do have experience with Google Analytics but outside of the realm of ecommerce. Although I am quite new to this side of Google Analytics, I experienced Weichel and Pezzoli’s eBook presented information “complex” conversion and other features in a very tangible way.
My only fear would be that this text is already two years old, and the world of ecommerce and online in general move and develop fairly quickly. Once I have the opportunity to put what I have learned from this eBook into practice, I will be interested to see if the advice and guide still actually applies to how Google Analytics functions now.
My only remark on Google Analytics as a tool is that getting to know and using it to its full potential is quite time consuming. There are a lot of options and it’s quite easy to focus on matters that might not really apply to your website. In the end, if you are able to have a grasp on these tools that Google Analytics offers you can really mold it to the specific needs of your company.