Understanding the eCommerce Conversion Rate in Google Analytics

Published on

July 23, 2022

Understanding the eCommerce Conversion Rate in Google Analytics

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Do you know that you can gain insight into your eCommerce conversion rate through Google Analytics?

Google Analytics can also show you what you need to do to improve your customer experience — which is the key to improving your conversion rate.

There is no doubt that Google Analytics can be a powerful tool for every eCommerce owner — if you know how to leverage it.

This is where we come into the picture.

Are you wondering how to acquire key conversion metrics using Google Analytics? We’ll show you.

We’ll explore what Google Analytics says about your eCommerce conversion rate in the following paragraphs. Furthermore, we’ll walk you through setting up eCommerce conversion rate tracking using Google Analytics.

Finally, we’ll also share some tips on optimizing your conversion rate. So, don’t stop your rate.

What is eCommerce Conversion Rate in Google Analytics? 

Monitoring your conversion rate in Google Analytics allows you to keep track of your eCommerce website performance and other online platforms you use for business.

This way, you’d have information on the percentage of users that take goal-driving decisions on your site or app.

That said, your customer conversion rate is the percentage of users (or visitors) who take desired actions after encountering. Of course, different businesses have varying conversion goals. For example, while sales are one of the most popular, other conversion goals include signups, clicks, downloads, etc.

Mathematically, your customer conversion rate is the number of conversions you get divided by the total number of visitors multiplied by 100%.

For instance, if you get 50 conversions from 150 visitors to your eCommerce website in a month, your conversion rate would be 30%.

Worker checking conversion rates on Google analytics

Of course, the eCommerce conversion rate narrative is no different in Google Analytics.

With Google Analytics eCommerce tracking, you’d have access to your conversion rates and several other essential metrics to help you make data-driven decisions to boost your sales and revenue.

Here are some of the other metrics Google Analytics can provide eCommerce owners:

  • Overall revenue
  • Average order value
  • Total orders
  • Add to Cart events, and more.

Now, let’s examine how to monitor your eCommerce conversion rate in Google Analytics.

How to Set Up eCommerce Conversion Metrics Tracking in Google Analytics

Thankfully, navigating Google Analytics is relatively straightforward, especially with the right tips. Here’s what you need to do to monitor your eCommerce conversion rate in Google Analytics:

  • The first thing you need to do is install the Google Analytics tag on your eCommerce website. 
  • Next, sign in to your Google Analytics accounts and click on the Admin tab at the bottom left corner of your screen.
  • Then, navigate to the Goal tab on the right side of your screen and click on it.

Pro Tip? Ensure you’re using the right View for your business goals. Why? The goal you set will only be relevant to that particular View (A reporting view in your Analytics account is where you can access reports and analysis tools).

  • Click on New Goal (We’re assuming you’re doing this first time).
  • The next thing you want to do is choose your Goal type, depending on your business needs.

Google Analytics offers you several templates for different Goals. However, you also can customize your conversion goals, if you want. Simply click on Custom.

  • Once you have selected the type of goal, you’ll need to name it.

Pro Tip? It is usually best to use descriptive names that immediately remind you what the goal is at a glance.

  • The next step is to define the specifics of your set goal. In other words, you’re helping Google Analytics recognize when a user takes an action that you consider a conversion for your business.

For instance, you can input a destination URL (like the success page of purchases or signups). This way, Google Analytics understands that you’ve successfully converted any user that reaches that page.

  • Finally, make sure that everything is in order before saving your Goal. To do this, click on Verify this Goal.

Google will then check to see how many visitors have taken the specific action you just set over the past week. If the result checks out, you know you’ve set your Goal correctly.

  • Hit Save to confirm all your changes.

You’ve just successfully begun your eCommerce conversion rate tracking in Google Analytics.

Colleagues taking notes of conversion rates on Google analytics

Boosting Your Conversion Rates Using Data from Google Analytics

Now that you know how to track your conversion rate using Google Analytics, what happens when the numbers you get are less than impressive?

Here are some proven trade tips to help you optimize your eCommerce customer conversion rates:

Use search sites to optimize your customer experience

Carrying an internal search site on your eCommerce will help you understand on your customers got to your website.

But, more importantly, you’d be able to see what users are looking for and what they can’t find. This way, you’d know the pain points and how to resolve them, consequently improving their shopping experience.

Compare your SEO traffic to your conversion rate

SEO is a powerful way to attract traffic to your website. However, if the results you get from your conversion metrics in Google Analytics do not compare to the volume of traffic you get on your website, you may need to make crucial changes.

Your website design, ease of navigation, and content strategy are excellent places to start.

Optimize your website for faster load times

Nobody, including your potential customers, likes to wait around for websites to load.

Therefore, your conversion rates will likely drop if your website is slow or high-traffic pages on your site load. However, optimizing these pages can significantly improve your results!

Analyze your users’ behavior to meet their needs better

Satisfied website users are happy buyers. So, if you want to experience higher conversion rates, you need to find ways to satisfy visitors to your website. 

Are there web pages that experience more traffic?
Why is that?
Can you make your checkout process more seamless?
Do you need to add more products to your websites?

All these and more are questions that can help you discover what you need to do to make your potential customers more likely to buy.

Now That You Know

Hopefully, this article has helped you understand how to use Google Analytics to stay on top of your customer conversion rate.

With this data, you’d have more insight into where you are as a business and how to get where you want to be.

But, remember, eCommerce conversion rate tracking is only one of many things you can do with Google Analytics. So, do let us know if you have more questions!

Vince Moreau

I'm the CEO & founder of ScaleCrush. You can often find me ranting way too much about BS marketing advice, fluffy and regurgitated content, and calling out gurus. I also happen to have my very own unoriginal thoughts about the stuff we're going through.

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