Any eCommerce business that takes itself seriously and wants to progress must have visitor and sales tracking as part of its website’s infrastructure. The one which does it best, in our opinion, is Google Analytics, with one of its main benefits being it can integrate with other platforms such as Facebook.
We won’t get into the intricacies of how you set up all the specific tracking Google Analytics offers you, as this requires a number of steps, some more involved than others. However, once it has been set up, the advantages you will have over your competition, who do not track their sales conversion, will be huge.
Some simple ones will be being able to see the locations of those who buy from you which could allow you to increase your targeted marketing campaigns to those towns, cities or even countries, depending on where you sell to. This also means any budget you are allocating in relation to that market is better spent.
You will also be able to see which content within your website is having the biggest impact on your sales as visitors move from that content to purchasing. This shows that should you drive more traffic to that content, and also that you should create more of that type.
Traffic from external sources can also be tracked, including paid advertising. Again, this allows you to increase the flow of traffic from the ones that are producing conversions by possibly increasing ad spend there, while reducing it for those that are proving less successful.