Why Google Analytics is Not Enough

Just having Google Analytics installed on your website, does not give you the advantage.  It takes the experience of a team, regularly immersed in these reports, to be able to offer the valuable insights required to make informed decisions to improve the performance of your website.

There was a situation very recently which proves this point.  Client X’s eCommerce website was not performing to standard, and no one on their team could determine the cause or causes.

Once the customised installation of Google Analytics was completed, it became very clear all the core metrics (a type of measurement in Google Analytics) which signify major performance alarm bells, indicated nothing obvious was causing visitors to leave the website.

After further analysis a unique trend began to become very apparent.

The rate of visitors entering the website which ends up on the first step of the shopping cart was low. When this rate was applied to other sites, it was clear Client X’s website “visitor to cart” rate was considerably lower than the others.

This metric helped to conclude the website was not meeting the needs of visitors.  Sometimes the problem can be something bigger than the website itself.  Maybe the offer is wrong or flawed!  The Analytics proved, no one particular page (or pages) on Client X’s website was causing the problem.  The problem was across the entire website.A review was then conducted on Client X’s product offering and how they compared with their competitors.  Not only were Client X’s prices more expensive, but their product mix was inferior to their larger competitors who sell the same products.The power of Google Analytics helped grow Client X’s awareness of how they stack up in the online environment, which is something new for them.  If it were not for Google Analytics, Client X would still be scratching their heads.

With Exceed Online being Google Analytics Certified (one of only 40 companies in the world), the Exceed Analytics team is regularly getting the call to provide our client’s with insights into visitor behaviour. 

Do you have performance issues with your website?  Sales are down and you don’t know why?  Let the Exceed Analytics team have a look.