The much heard cliché "to measure is to know", is certainly true when it comes to webshop tracking. Tracking which (landing) pages the visitor views and mapping which product is sold for which price are things almost every webshop owner wants to measure. In recent years another piece of tracking has been added that we are big fans of; funnel tracking.
webshop tracking
H1, a partner of ours that we work with more often, asked us to explain more about tracking on e-commerce shops. This week, Laurens and Angelique Nanning of H1 will discuss the importance of tracking. What does this mean for webshops?
What is funnel tracking?
The most important conversion for an online store is the transaction. Before this point is reached, a customer has already taken many steps. It all starts with a visit to the homepage. From here, the journey continues to a category page and then a product page. The chosen product ends up in the shopping cart, after which necessary contact information, a shipping and payment method are chosen. Finally, the order is placed and paid for.
A website visitor goes through a so-called funnel that gets narrower and narrower. The funnel on the right shows, for example, that 20,440 visitors land on a product page, of which only 858 proceed to the shopping cart and checkout the product. All the steps taken by the customer can be measured through funnel tracking in Google Analytics.
Optimize the funnel for a higher conversion rate
Funnel tracking is a perfect tool for optimizing web shops. Knowledge about the number of clicks per product, provides information that is valuable for promotion on the homepage.With the knowledge that many people visit a product page but then leave, it makes sense to run an A/B test to see if different content converts better. If customers place a product in the shopping cart and drop out at the start of checkout, they may be shocked by the shipping costs.If customers drop out at the end of the checkout, there may be too many distractions on the page.
Funnel tracking provides insights into the performance of a webshop. Insights that allow us to optimize the webshop. This is how we make sure we do not lose any visitors, but rather win converting customers. Engage Tomahawk quickly to get a check and read-through of thewebshop to be carried out. To then make the necessary adjustments. Win-win!
