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All things related to sales-boosting for Shopify merchants.

My Shopify store has xxx traffic but no sales! How can Google Analytics reports help me understand customers?

When following the developer team with creation PageFly page builder app for Shopify stores, one of the most frequently debated topics on the forum was about traffic and sales. The familiar questionss are 70,000 visits per month and no sales or Help!!! Why there are no sales on my Ecommerce Web Site!

 

So Shopify merchants are asking about the review of the store and they are not aware where the problem is. In this blog post, we’ll take a look at steps need to do for investigation proactively. Not just waiting someone comes and helps with store review. We are all business owners, right? So to grow our business we have to learn more and understand “traffic” and users behavior.

Just ask yourself, what do we know about the traffic? What does the “traffic” mean? And where to look at the details of website traffic? Well, Shopify does well with simplifying Google Analytics data and explaining this data via Reports Tab.

 

In the case, if you didn’t configure the Google Analytics account yet, just follow step by step Shopify and Google Analytics setup guideline written earlier on our blog. Google Analytics and data tracking are the essential and first must do a thing when you’re running online store business.

So going to the source of data and it’s Google Analytics dashboard. But hang on, which one is the right one to take a look?

 

    1. Where do customers come from? Which country?
    2. Landing Page. The first touch of your customers.
    3. Mobile, tablet and Desktop traffic. Which one drives sales?
    4. Page Loading Speed. Every page matters, every second costs sales and Conversion

 

Where do customers come from? Which country?

Well…Whether you drive traffic from seeding the community forums, Facebook / Instagram / Google Adwords ads, email campaigns or just direct traffic from offline campaigns. Have a look at WHO behind people who visited your online store.

Access to Google Analytics dashboard: https://analytics.google.com/analytics/web

You can find them via Audience -> GEO -> Location and the full list of countries on your table.

 

So why to look at this data? One obvious thing that online store owners often do is targeting too broadly. It’s common mistakes when we are not experts and setup ads to launch broadly to cover more audiences. The budget might go to countries with the cheap bidding and to get sales need to raise the ads budget. However, that’s not the best scenario. So when you get to know the list of countries / regions which don’t bring conversion -> exclude it from the targeting and save the budget for further experiments.

 

Landing Page. The first touch of your customers.

Ok, moving slowly to the next step to check is the Landing Page report tab. The landing page is the page that your visitor makes the first visit. It’s a quite important to figure out where do your customers have the first experience.

To access this report, you go through Behavior -> Site Content -> Landing Pages. Pay attention to the “Bounce Rate” column. Bounce rate means that if the visitor browses your website and don’t do anything just leave the website. Usually, if the target audience is wrong, the bounce rate will be high.

 

Within that report, you might ask where did users come from to this or another landing page? It’s easy to figure out where did visitors come from. First of all, you click on the landing page URL in the column Landing Page you want to know in details.

Next step is to click on Secondary Dimension drop-down menu and choose Source. You’ll know how did customers found your website and to be precise that landing page.

 

 

After execution the above step you’ll see the report like the below image. Whether you drive the traffic from the social channel, or purchased the reviews from influencers blog, the data will show up on this report. If you configured the Google Analytics Enhanced Ecommerce tracking and Shopify, you’d see the column Ecommerce with the clear traffic & sales data.

This report is very valuable since it gives you the clear picture with ROI (Return On Investment). Let’s say you booked the paid review from influencer and the question is whether he worth such investment. Numbers will tell you and help with the business decision.

 

 

So when we got to know which websites drive traffic that converts. What’s next?

 

Mobile, tablet and Desktop traffic. Which one drives sales?

You can find the user's device report via Audience -> Mobile -> Overview.

Right here you can perfectly see how to do your potential customers do shopping at your store. So right now, when you are reading this paragraph, please have a look at your store on your mobile device. Check the purchase flow and start with the home page. Try to add the product to the cart then proceed to the checkout page. Is it easy to discover the product on a mobile device? Is it intuitively navigate across the whole store from page to page?

 

 

Combine the data from Landing Page report and use Secondary Dimension with filter “Device Category”. You’d see the different pictures between desktop vs mobile user experience. Especially look at Average Session Duration, on the mobile devices it’s just the half compared with desktop devices. The user experience is different and

Google Page Speed testing tool might help you with estimation the performance of your Shopify store on the desktop and mobile devices.

Christmas giftby PageFly Pagebuilder

Open gift
 

 

Mobile traffic in nowadays is crucial, and as we have seen in Shopify 2016 annual report, the mobile traffic overpassed the desktop traffic. So mobile purchases from year to year matter more and requires the individual attention. For example, if you drive the traffic to the landing page the open question will be whether it’s well optimized for mobile devices or not? What about the speed performance of your online store on desktop vs. mobile device? The first thing I’ll do is choosing Shopify themes designed with mindset “mobile first.” The theme’s performance matters because it’ll directly affect to your daily sales and the Shopify store conversion rate.

 

 

Page Loading Speed. Every page matters, every second costs sales and Conversion.

Page Speed reports show you how each page of your store performs. Not all browsers load your content equally, and the page loading speed varies between countries. And it’s again to take a look at your target audience. Where do they come? You need to focus only on your target audience and make sure that the performance issue won’t be the cause of high abandonment rate.

 

How to find this report?

Behavior -> Site Speed -> Page Timings

 

And now you realize that when choosing Shopify you have chosen the hosting provider as well since Shopify is the platform and it handles the technical part as well. You might be wondering how do I monitor the performance? Shopify has the status page which detailed report about all incidents happened in the past.

 

As we have seen examples above it’s obvious that Google Analytics can explain in details what’s behind “traffic visits.” It can help you answer the question like “WHO are my customers?” and “WHERE did they know about me?”. Getting this valuable information will support you with marketing activities of your Shopify store. I hope this blog post gave you the insight and importance of “traffic” and “sales.”

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