Can Google Analytics Help – increase clicks to your Add to Cart button?
Google Analytics definitely can. Google Analytics reports are fine tuned to specific ecommerce needs and sales being the primary one. Revving up sales could be handled in many different way on a website. Some are-
And these are just a few – probably the ones that have generally seen to be working over others. But it can hardly be generalized. Every design element can work or not work based on the website surrounding, the business messaging , branding elements etc. Question is- how do you determine what works and what not so much?
The best answer to this question probably lies in trying and testing each design element comparing with other designs elements and measuring changes in metrics like hits, session duration , social likes/shares etc –More vividly there are 2 approaches to improving a website.
Craig Sullivan likes to say that “opinions are like assholes – everybody’s got one”. Remember you don’t know what will work and there is no magic template showing what button will be best for your website content.
It’s the second method that really is about hard facts. And to follow this method you need to follow these steps in Google Analytics –
Step1- Set up Goals and Gather data- Google Analytics can help you create Goals . Google Analytics goals help you decide the one or few purposes your website is there for. Here for example we will analyze if the purpose of the ‘ADD TO CART’ button is met.
– Then in Google Analytics define goals to track your ‘add to cart’ button. This will be an event type goal . Check our event gaols to understand how it is done.
– Set up a value in terms of sales impact ($$)- Goal Value . The pricing for that product or service beside your add to cart button could be set as the goal value. Every time the button is being clicked, report will show values generated at each and every step to conversion.
Step 2-Analyze Data- Within Google Analytics you have several reports to help you analyze data directly linked to goals and conversion. From the reports you could analyze. Calculate metrics within Google Analytics Experiments
Within Google Analytics experiments you have this feature in-built. The percentage change and the significance level produced reflect the result of this common statistical procedure. If you do-not find this change significant , you could tweak something else about this experiment and re-test.
The Experiment section is great place to find insights related to change , but you could also check difference in behavior for each page and conversion rate through each buttons. Use the following reports and get access to some useful insights .
1. Measure conversion in terms of goals achieved – Conversion Reports
2. Activities that visitors do when they are on your website – Behavior Reports . You could analyze rate of bounces from that products page containing buttons, one reason for which could be