Você já ouviu falar no Google Analytics para e-commerce?
O acompanhamento de métricas é fundamental para poder avaliar a necessidade de correção de falhas, melhorias ou, até mesmo, a mudança da estratégia para alcançar determinado objetivo.
Quando falamos de uma loja virtual, uma das melhores formas de fazer esse monitoramento é por meio do Google Analytics.
Quer saber como funciona o Google Analytics para e-commerce? Então continue a leitura!
O que é o Google Analytics?
O Google Analytics é uma ferramenta gratuita que permite conhecer melhor a audiência do e-commerce por meio do monitoramento do tráfego do site.
Com essa ferramenta, é possível identificar a quantidade de acessos, perfil dos usuários e o comportamento deles nas páginas.
Tendo acesso a essas informações, fica muito mais fácil analisar se o resultado obtido é o mesmo que foi previsto no planejamento de marketing, por exemplo.
Caso o resultado seja negativo, é possível utilizar esses dados para realizar mudanças estratégicas e corrigir as falhas encontradas.
No caso do Google Analytics para e-commerce, ele permite acompanhar informações relevantes para as lojas virtuais, como a quantidade de vendas concretizadas, o ticket médio e o desempenho da loja como um todo em determinado período.
De forma geral, a ferramenta ajuda não só a avaliar se os esforços de marketing estão sendo satisfatórios, mas também a conhecer melhor a jornada do cliente, aumentando, assim, a taxa de conversão.
Como utilizar o Google Analytics para e-commerce?
Para utilizá-lo é necessário criar a sua conta gratuita no Google Analytics e informar que se trata de uma loja virtual.
Para isso, acesse a área de administrador da conta no Google Analytics do site, selecione o perfil e escolha a opção de configuração de e-commerce.
Além disso, é necessário adicionar um código de acompanhamento no seu site para que os dados sejam enviados para o Analytics.
Google Analytics para e-commerce: quais métricas podem ser vistas?
Após configurar corretamente o Google Analytics para e-commerce, você terá acesso a uma enorme variedade de relatórios que podem (e devem!) ser utilizados para aprimorar diferentes áreas da sua estratégia.
Esses relatórios podem ainda ser personalizados, com campos que você deseja ver e pelo período que mais interessa.
Através dos dados do Google Analytics para e-commerce é possível acompanhar algumas taxas fundamentais para o sucesso de uma loja virtual, como:
Taxa de abandono de carrinho
O abandono de carrinho sugere que algo está fazendo com que um cliente em potencial desista da compra.
Os principais motivos costumam ser:
- frete muito caro ou demorado,
- formulários de checkout grandes e cansativos,
- pouca opção de forma de pagamento,
- demora no carregamento,
- insegurança por parte do cliente.
Taxa de conversão
A taxa de conversão é uma das métricas mais utilizadas no e-commerce e é extremamente importante em uma análise de campanha e também como entendimento geral do tráfego.
Ela mostra a relação entre o número de pessoas que acessam o site e as que realmente finalizam a compra.
Taxa de rejeição
A taxa de rejeição mostra o percentual de visitantes que entraram no site, mas permaneceram por pouco tempo.
Isso normalmente mostra que:
- não foi encontrado o que procuravam,
- a usabilidade do site não está boa,
- o site demora muito para carregar,
- o conteúdo não está prendendo a atenção do visitante.
Além dessas, existem diversas outras métricas relevantes a serem avaliadas para ajudar a construir uma estratégia de marketing cada vez mais sólida.
Agora que você já sabe como funciona o Google Analytics para e-commerce, confira também como estruturar um e-commerce para a indústria!
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