One of the most distinct advantages of running a retail store online is the ability to track data in great detail and use it to optimize your operations. Every interaction with every visitor can be traced and measured, and customer information can be stored and used for increasingly personalized communications. To make it all possible, however, it’s essential to use powerful software that’s suitable for data analysis in the retail environment.
Here are some of the best analytics tools that fulfill the unique requirements of ecommerce operations:
Pricing: Free with paid options for larger enterprises
Google Analytics used to be the staple tool to use as you start out online, but need to upgrade from when your operations become more serious. It was more suited for blogs and similar content in a sense that it was most useful for tracking traffic (unique visits, pageviews, bounce rates, etc.). Today, however, Google Analytics has advanced into a complete data tracking and analysis tool with everything needed for both small businesses and large enterprises alike.
Google Analytics tracks and provides visual reports on essential ecommerce metrics like shopping and checkout behaviors as well as sales and product performance. Plus, it seamlessly links with various other tools in the Google Marketing Platform. This allows you to link the same data to improve performance and create remarketing lists for your Google Ads. The same analytics tool can also be used for Display & Video 360 and Google AdSense.
Pricing: Starts at $99 per month
Metrilo is a data analytics tool, email marketing app, and CRM software in one. As an ecommerce analytics tool, it allows you to measure and monitor your store’s performance in real time. It tracks a variety of useful ecommerce metrics, including product performance, successful orders, and revenues. It also tracks the performance of marketing channels, conversion rates per type of device, and your average customer lifetime value.
Apart from ecommerce data essentials, Metrilo offers remarkable ways for you to manage your customer database. You can segment your users into customer profiles based on a variety of details, including money spent, product orders, and specific behaviors. Additionally, Metrilo has all the necessary email marketing features with automation capabilities.
Pricing: Starts at $24 per month
Crazy Egg is a data analysis tool best suited for those whose primary concern is to offer the best user experience for their ecommerce site. Apart from your typical web analytics, it enables you to have a better understanding of your customer’s journey through heatmaps and a variety of other behavioral mapping tools. Additionally, it allows you to use customer recordings to see exactly how your visitors interact with your site and at which areas they tend to struggle and drop off.
Once you have a good idea of the areas of your website that need improvement, you’ll want to know exactly which changes to make in order to gain the best results. For that, Crazy Egg offers powerful A/B testing tools that allow you to easily experiment with new ideas and determine which produces optimal results for your digital store.
Pricing: Free with Pro option of $999 per month
Woopra specializes in tracking and analyzing your entire customer journey. It is an excellent tool to use when your main focus is to ensure that every customer touchpoint is optimized for the best experience. Consequently, you get delighted shoppers that don’t just complete their purchases but also keep coming back to patronize your business.
Among the most useful features of Woopra to ecommerce sites is the ability to create people profiles. This automatically builds individual profiles for every customer and adds to it in real-time during every interaction at every channel. It allows you not just to segment users in great detail, but also to provide relevant experiences and deliver personalized support at any time.
Pricing: Free with paid plans starting at $89 per month
Behavioral analytics is where Mixpanel excels. It gives you an excellent view of your sales funnels and enables you to easily consume data with the intention of optimizing for conversions. Not only does it track all pertinent customer data but also gives you access to information that goes beyond your typical ecommerce reports. Plus, you can customize how you view reports in terms of what data is most important to you.
Mixpanel also allows you to keep individual user profiles. Not only does that enable you to segment your audiences in greater detail, but also personalize every customer interaction. Additionally, it has built-in quality assurance features that clean up your data as you go along. So, you won’t have to contend with cluttered projects and duplicate data that can muddy up reports and skew your analytics.
Pricing: Starts at $299 per month
Kissmetrics comes with a serious price tag, but that’s only because it’s meant for serious ecommerce stores that require enterprise-level data analytics. At a glance, you’ll have access to essential ecommerce metrics like sales, revenues, average customer value, and conversion rates. It also allows you to add new metrics to your dashboard so you can quickly access all the data that’s most important to your business.
Beyond your typical ecommerce data, Kissmetrics gives you access to specific details in your user population. For example, you can easily identify customers that spend the most on your site and see what they all have in common. It also has design capabilities that allow you to create assets meant to impact conversions (ex., lightboxes, popups, notifications). Plus, it is an excellent tool for remarketing to large populations and determining which campaigns work best and on which channels.
Data analysis tools are essential to providing the best customer experiences. Whether your focus is on making sure your website is optimized for conversions or your audiences are delighted with personalized interactions, it is the proper measurement, recording, and interpretation of data that can make all that happen. But it’s essential to choose the best analytics tools for your business. With the right tools in your arsenal, data could provide a roadmap for exactly how to run your ecommerce business in order to achieve maximum revenues, optimum retention rates, and a positive brand reputation overall.
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