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Want to Optimize Your Site? Get to Know Your Users

What’s the secret to increasing site traffic, conversions, and online revenue? It’s simple: know your site visitors and customers. Their online behavior and trends reveal if your site is serving their needs and performing the way it should for them – and, in turn, for you. If your digital branch is missing the mark for customers, you need to dig deeper into their activity to determine how you can make improvements and move the needle on your site’s ROI.

The tool needed for this deep dive is Site Analytics Pro, an advanced analytics application available for Unilog customers who use our eCommerce platform. Site Analytics Pro has features and capabilities you won’t get with a basic analytics tool. But it’s what you can do with those features that will revolutionize the way you look at your data so you can better understand and serve your customers.

Are your site visitors working too hard?

The purpose of an eCommerce site is to give buyers a self-service shopping option that offers more convenience and efficiency. But if you’re making them work too hard to navigate your site and find your products, they will find other online stores to serve their needs. Two factors determine the efficacy of a website: findability and usability. Ask yourself if your site ticks all the boxes that make a site functional and accessible:

  • Can customers find your site?
  • Once on your site, can they find products and content they’re searching for?
  • Can they find the feature tools to assist them?
  • Are your customers able to complete the task they want?
  • Are they using and continuing to use features like request-for-quote (RFQ) and quick order pad?
  • Are they able to easily navigate your site?

In short, are you serving up the experience they want? To get the answers, you need to look at more than just basic metrics like conversions and bounce rates. Site Analytics Pro enables you to view extensive dimensions of a site visitor’s journey and use those insights to make enhancements that will directly impact your online revenue.

For better insights, go Pro

Unilog’s Pro tool pinpoints where visitors drop off in the sales funnel, displays their cart-to-checkout conversion rate, identifies the best and worst performing pages based on their organic search parameters, shows what are they leaving in their cart, and reveals which channels are driving the most visitors and revenue to your site.

Easy to use and customizable, it lets you tailor how you view your data, create different dashboards, segment personas, behaviors, and trends, and compare the metrics against other segments and timeframes. In short, Site Analytics Pro provides a comprehensive analysis – in a digestible format – so you can optimize your site to its full potential.

With Site Analytics Pro, you can look at customer behavior-based activity through a variety of different lenses:

Visitors: Get a complete profile of each visitor that includes their location, the type of device they’re using, how many conversions they made on your site, their most-used search words, a list of the actions they made during their visit, and more.

Behavior: See the amount of time people spent on your site each visit, and the number of pages they visited during their sessions.

Exit pages: Find out which pages have the highest exit rate and what the average page load time is for those pages.

Transitions: Identify the actions your visitors took directly before and after viewing a certain page with the help of visual reporting.

User flow: See the most popular pages visitors explored and paths they took while on your site, and learn from a specific interaction how many of them proceeded to the next step and how many exited.

Acquisition: Discover how visitors arrived at your site, whether it be from a search engine, an email marketing campaign, social media platform, and more.

Campaigns: Generate URLs to track specific campaigns you create to track their impact and reveal findings such as how much traffic the campaign is bringing in and whether the campaign is resulting in sales or not.

Conversions: In addition to tracking and measuring conversion rate, you can see how many visits and the number of days it took for a user to convert. Different reports reveal what’s inspiring conversions and provides a base for pushing people through the sales funnel faster.

Attribution: Multi-channel attribution reporting tracks the multiple sources that contributed to a sale, not just the most recent source. Alternative attribution models can provide you with a more refined view of your various traffic sources.

If you want an accurate representation of your site visitors and customers, you have to delve deeper than conversion rates to fully understand the customer journey throughout every user interaction. The reporting you get from Site Analytics Pro helps you improve all facets of your digital branch including the user experience, page content, and site performance, along with metrics that relate directly to revenue. Interested in seeing how Site Analytics Pro works? Contact us for a complimentary demo today.

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