Is your website ready for Enhanced Ecommerce?

Robert Petković

Google Analytics Specialist

Now, you have your webshop and it works. But, do you know what type of products your visitors are most interested into, which group of products are they are most likely to put into their shopping basket or which products are they throwing out of it? You don’t know? Keep reading and don’t miss our comparative analysis of the webshops in Croatia and Slovenia!

A few weeks ago we published a blog post titled “Webshop Advertising” in which we stated how important it is to have Google Analytics Ecommerce implemented on your webshop. It gives you the information about the products your visitors buy, their quantity and revenue, as well as the information about how your visitors came to your webshop. Those reports are essential to your business, because they give your marketing department a lot of useful information about where to focus their marketing efforts on and where to invest marketing money in order to get more revenue.

What is Enhanced Ecommerce?

Google recently published a new set of Google Analytics Ecommerce reports called Enhanced Ecommerce, which gives you all those reports and more. You can now:

  • analyse visitor's shopping behavior prior to purchase, as well as during the checkout process
  • understand which products are viewed the most, which are frequently added to or taken out of the cart and which ones convert well
  • analyse hierarchical product categories, product brands and product variants
  • analyse internal product promotions and their impact on sales
  • create rich user segments in order to better understand your users' shopping behaviors and the products they interact with

In order to use this set of features, your webshop has to use the Universal Analytics version of Google Analytics code. Since Universal Analytics came out of beta a year ago, there are no reasons why your webshop should use and old Google Analytics code any more. If you want to learn more about the new version of Google Analytics – ‘Universal Analytics’,  listen to our 30 minute webinar!
What is the current usage of Classic Analytics compared to the Universal one? We did a brief research among 60 webshops in Croatia and Slovenia which showed us devastating results: more than 60% of webshops are still using an old version of Google Analytics code. And that's in March of 2015!
If you are not sure how to implement Enhanced Ecommerce, download our checklist, or just watch webinar!

alternative google analytics versions_enhanced ecommerce

What does this chart show us? First of all, it shows that almost ⅔ of all webshops are not yet ready for Enhanced Ecommerce. If your webshop still uses an old version of Google Analytics code, you Google Analytics reports will probably stop showing any more data in 2016! Please be aware of that fact and don't think that if your Google Analytics Property has been upgraded to Universal Analytics, you've done the job. Your web developers should upgrade the website code too. Feel free to contact us directly if you are not sure how to do the upgrade, we would be glad to help you, or watch our webinar.
We did some more research to find out how many webshops are actually using Enhanced Ecommerce or are at least using some advanced Google Analytics methods to track user behavior or user types. The results among Croatian and Slovenian webshops are again very poor:

  • only one webshop uses Enhanced Ecommerce
  • only 8% are tracking which products are added to carts
  • some 5% are using custom dimensions to differentiate users or products they buy
  • some 20% of webshops use Google Tag Manager

These figures tell us that now is the right time for you to implement Enhanced Ecommerce, because by implementing it you will be miles ahead of your competitors! The sooner you implement it, the faster you can get useful data and turn your shoppers into buyers.

advanced tools and methods_enhanced ecommerce

How do I implement Enhanced Ecommerce on my webshop?

First you need to ask your web developers whether they are able to implement the Enhanced Ecommerce code by themselves. Unlike standard Google Analytics code which you just put on all your website pages and don't think about it any more, Enhanced Ecommerce code is much more complex and needs to be implemented on all pages where your webshop products are shown:

  • homepage, where you usually show some promoted products
  • search results pages
  • product category pages
  • product detail page
  • shopping cart and all shopping funnel pages
  • transaction page
  • any other page with products

Enhanced Ecommerce code should also track shoppers' actions like:

  • clicking on product details while on homepage or category pages
  • adding products to cart
  • removing products from cart
  • choosing different payment or shipping methods
  • using promotional or affiliate codes while buying

If you are not sure how to implement Enhanced Ecommerce code on your website, download our checklist or contact us  and we will help you and your website developers implement that code the proper way.

What kind of information can I get from Enhanced Ecommerce reports?

First of all, you can see reports similar to old ones, which give you information about product sales, but once you dig deeper into product data, you can see:

  • how many times was this product shown in some list or on detail page
  • how many times was this product added or removed from cart
  • how many times was this product purchased or refunded
  • which affiliate or coupon code influenced its purchase the most

There are also two new interesting metrics, Cart-to-detail Rate and Buy-to-detail rate which can give you the most interesting data about your products! For example, if some product has very high Cart-to-detail rate but low number of purchases (Conversion rate), that could mean your visitors are very interested into buying this product but there is something wrong with it. Usually it's about the price, but could also be its color, size or the season. You, as a webshop owner, should know what's 'wrong' with that product, change its price and increase its revenue very soon. Also, pay attention on the elements that every webshop should have before advertising and which channels to use to advertise online sales!
High Buy-to-detail rate can show us which products have short 'shelf life' and should be ordered frequently. Low Buy-to-detail rate could point to some prestige products that everyone would like to buy. You can segment the buyers of such products and show them some specific ads using remarketing, making your high-value products marketing campaigns more efficient.

shopping behaviour report_enhanced ecommerce

Shopping Behavior reports (like the one above) are also interesting, because you can see the amount of sessions where visitors just saw your products, the amount of sessions where visitors put some products into the shopping cart, sessions where visitors started the checkout process and finally sessions where your visitors became buyers. You can show those step figures drilled down by several dimensions (Device category, type of visitors), but what is most important – you can easily create interesting segments using this report. For example, just click on the bar that shows sessions where visitors abandoned the shopping cart and you can create the segment that represents such sessions, which you can use to further analyse that type of visitors' behavior.
There are also Checkout Behavior reports similar to the previous, which are fully customizable to your checkout process and which can help you with the checkout optimisation process. It can also be expanded with checkout options, so that you can, for example, segment only those buyers who want their goods to be delivered by DHL or whichever method you provide.

Can you give me some practical examples of using Enhanced Ecommerce for my webshop?

Once you implement the Enhanced Ecommerce in a proper way, you will start analyzing different visitors' behavior or different products' appearances and you will make your webshop more efficient. Once you see the power of Enhanced Ecommerce reports, you definitely can not go back. You will start asking yourself questions like:

  • which promotion channel is more efficient, Paid or Organic Search?
  • which campaigns are more efficient than others?
  • are we selling more T-shirts or sneakers via Facebook?
  • we know how many purchases were generated by this last newsletter. Let's see how many product detail views (and which) were generated by that newsletter.
  • which campaigns are selling the most XXL size sweaters?
  • which brands are more sold via Paid search?
  • which products are most often put into the shopping cart but less often bought and why?
  • which products or product categories are sold almost every time someone sees them?
  • what type of products or categories are bought by iPhone users vs. Android users?

Questions like these just keep piling and you will soon find that your analyst is the person you send the most emails to.
But that's not all, because once you discover the power of Remarketing while using Enhanced Ecommerce, you will find yourself saying these ideas to your digital marketing department:

  • we have a lot of XXL shirts left, let's offer them to all visitors who are frequently buying XXL size clothes
  • this LED TV is frequently searched for but rarely bought. Let's send a 10% discount coupon to all those visitors who placed it into the shopping cart but haven't bought it yet
  • we have a promotion with Mastercard, let's target that promo only to shoppers who have previously used Mastercard in our webshop
  • someone bought Nike sneakers? Let's send him an ad with a Nike T-shirt!
  • please send dog food ads to dog owners (people who bought dog food) only. The same applies to cat owners

As I said, once you implement Enhanced Ecommerce in your webshop – there is no way back. Just remember that there are not that many webshops that are using this feature, so the sooner you start implementing Enhanced Ecommerce, the higher your ROI for this year will be. And if you are not sure how to implement Enhanced Ecommerce on your webshop, do not hesitate to contact us, because we would be glad to help you implement it and then we can watch together how your sales figures go up.

If you want to have Enhanced Ecommerce checklist or see the full research about Google Analytics implementation among webshops in Croatia and Slovenia and see how your competitors stand, please fill in this form and download the file containing raw data and a results page. Hope you will find these results useful!

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Robert Petković

Google Analytics Specialist

Currently the oldest but hardly the most serious member of the team. Likes to play with gadgets, numbers and applications and loves music, travelling and spending time with his family.

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1 Comment


Magento Developer

Great post.. awesome wonderful ideas thanks.

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