Enhanced Ecommerce has been around for a few years now, however many clients are yet to take advantage of the powerful metrics it provides.
Traditional Ecommerce tracking will only include bottom of the funnel metrics such as transactions and revenue. Enhanced Ecommerce builds upon this and allows marketers to analyse the purchase funnel in much more detail with merely a few extra metrics.
This allows us as marketers to identify problem areas because we’re able to ask questions such as:
- Which products are not getting any views?
- What are my most popular items that customers are not adding to cart?
- Do I have high converting products that are not receiving enough attention?
- Where do my potential customers leave the buying process?
Enhanced Ecommerce gives us the answers to these questions! Once we have the answers, we can then build informed A/B and multivariate tests coupled with qualitative data to overcome pain points and increase conversion rates on both a product and site wide level.
How does Enhanced Ecommerce provide this extra information?
Ok, so here is a very swift crash course in what you need to know.
An installation of Enhanced Ecommerce on your website will give you access to shiny new metrics and reports in the ecommerce section of Google Analytics.
Here is a diagram, by yours truly, that shows you all of the new metrics you’ll have access to. It’s worth noting that these metrics can be viewed at a site level, category level and also, on an individual product basis.
Will show you how many times a product has been viewed anywhere on your site.
As the name suggests you will be able to see how many users click a product on your site. This is useful as you can compare product impressions against clicks to see your most attractive merchandise, and conversely for your poor performing products.
Product Detail Impressions
These impressions will tell you how many times the tabular information on a products page is viewed. Such as warranty, product spec, etc.
Add/Remove from Cart
As the name suggests this metric details additions and removals from the cart. Couple this metric with product detail impressions and you might identify products that need warranties changed, product specifications that may not be meeting users expectations or that shipping does not suit the customer, possibly in price and timing.
The checkout behaviour report will show you how successfully customers are moving through each step of your checkout flow. Accessing this information means you can easily identify problem areas and adjust your checkout process as necessary.
This classic Ecommerce metric show you which product has been purchased and for how much.
Enhanced Ecommerce is valuable, agreed?
Good. So, what’s next?
I won’t lie. It’s not a trivial undertaking installing Enhanced Ecommerce and you’ll need some budget for development. Many of the larger Ecommerce platforms have plugins available which drastically cut down the development costs of Enhanced Ecommerce. If you have a bespoke platform you’ll need to shell out considerably more to build a solution that fits your site.
A fantastic feature of Enhanced Ecommerce is that it can be installed in parts, if you cannot find the budget to install all the metrics discussed you can chose which ones you believe are most important. We’d recommend building from the bottom up beginning with transactions and finishing with Product Impressions.
As Enhanced Ecommerce is not widespread few developers have had experience installing and debugging. Making sure that the data being pushed to Google Analytics is paramount.