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You are here: Home / eCommerce Best Practice posts / 80% of eCommerce businesses are using Analytics incorrectly

80% of eCommerce businesses are using Analytics incorrectly

October 31, 2012 By Axel Kuhn

eCommerce Analytics - Are you getting the right data?eConsultancy just released some interesting research by UK Analytics firm DBD Media that reveals how poorly the average eCommerce Business utilizes Google Analytics. According to the research, 80% of eCommerce businesses are missing out on the true value of Google Analytics because of incorrect implementation and configuration. In other words, the Analytics data they are getting is questionable.

How serious is this?  I think most eBusiness managers would agree with me when I say that bad numbers are worse than no numbers at all.

Other key findings include:

  1. Only 50% of ecommerce businesses surveyed track main business conversions goals, such as sales leads or actual sales.
  2. 73% do not track micro conversion goals such as newsletter sign-ups or account registrations.

While DBB’s research was restricted to the UK market, it certainly supports the experience ePath has had with clients in here in North America. Specifically:

  • Many eCommerce companies are not monitoring online Key Performance Indicators (KPI) like Conversion Goals, and instead focus on low-level, meaningless metrics such as visits and clicks.
  • As a result, many eCommerce sites are not designed with specific eCommerce goals in mind. This leads to underperformance of the site in delivering eCommerce results and eBusiness ROI.

Ask yourself whether you are getting the KPI you need to truly measure and drive eBusiness performance. Even more fundamental, ask yourself if you have full confidence in the validity of your analytics numbers.

As eCommerce Manager recently stated: “If you’re not making decisions on accurate Analytics data, you’re just guessing!”

For more insight on how ePath can help your organization improve your eBusiness results with exceptional Analytics insight, email us or DM us at @epathconsulting on Twitter.

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