Webshops and analytics

Using data for trådhegn and panelhegnHaving as much data as possible is critical for any business. Especially if you are a small or large webshop owner. Today we are going to take a look at how you can use the data from Google Analytics to get more out of your webshop. We will be taking inspiration in a live webshop called Mobil Hegn. It’s a shop selling fences like mobilhegn, panelhegn and trådhegn. More than 70% of their sales from come from their E-Commerce shop, so this is an important part of their company. Until a few months ago, they rarely even looked at their analytics data, or had any idea about the traffic to their websites, as long as it was still bringing in orders.

Installing analytics

If you haven’t already the first thing you should do as a website owner, is to install Google Analytics. It’s a free too, where you can register at analytics.google.com with your gmail account (just create one if you haven’t already), and then install a small script on your website.
The whole process takes about 5 minuts and after that, your site will begin to collect data about your visitors. In our test case Mobil Hegn had already Google Analytics installed. So there was a bunch of old data to work with. Pretty much exactly like we did with the container company Ishøj Hegn last month.

Read more: Info about Ishøj Hegn A/S

Examining the data

When looking at the data in analytics, there are several places where you should keep a close eye. For instance you should start out by going to traffic sources and look where you traffic are comming from. Is it from paid Ads, from organic searches, referals from other websites or where do you get the visitors from? On the same page you can ofte see how many conversions each source/medium have brought in. In our test case with Mobil Hegn, we could see that about half their traffic was from organic searches, which was pretty good. A small amount of branded searches in Google adwords, and some referrels from other websites. What was interesting was that only the organic searched lead to convertions.
You can also find information such as which products do you sell the most of, which pages do your visitors visit the most and much much more.

Read more: Choosing the right Hegn

Taking action on the data

Now that you have access to our data, and have analyzed them, it’s time to take action based on your findings. In our test case, we noticed that the paid ads, didn’t give any sales. So we had two choices here. Either disable the ads completely, so they wouldnt bleed money, or try to optimize the ads, and see if they could be improved enough to make some sales. We choose the last option, and setup some whole new adwords campaigns. We could also see that the organic traffic worked really well for Mobil Hegn, so did some onpage optimizations on the webshop in order to hopefully bring in more traffic through organic searches. We could also see that some of the most visited pages, was loading pretty slow, so they had to be fixed too.

Evaluating the changes

After 2 months it was time to take another look at the analytics data, and see if our changes had any effect. The Google Adwords campaign was still not bring in enough sales to be worth the money, so that one was disabled. The onpage changed, did have a positive effect and was bringing in more visitors from the search engines, and with a nice convertion ratio. This ment that people was buy more products like Mobilhegn, panelhegn and trådhegn.

We did a few more changes based on the new data, and one month later things was looking even better. By using the data from Analytics, we had manage to increase sales on mobil hegn, without costing them more money. They were instead saving money compared to what they used on Adwords earlier.