Online retailers across the world use Google Analytics to track important performance metrics of their e-commerce site. For conversions, it’s irrefutable that an e-store must run smoothly and present itself in manners that encourage users to spend. Learning about the website’s users, their behavior and preferences help the marketer curate content and campaigns that build stronger connections.
Even when there are glitches with webshop functioning such as bounce rates, loading time and such; it’s super easier now to address them! Every minute detail related to your webshop can be optimized. Such is the power of Google Analytics!
It gets even more sweet and sugary when it tracks and provides insights for eCommerce aspects. Hold on your horses though because when a retailer says that I am using Google Analytics for measuring business performance and making key business decisions, it sure lifts eyebrows!
Wondering why?
Let’s give your curiosity a ride!
Refer the comparisons below between Google Analytics – the one you already use and Enalito- the one you should use for measuring business performance.
Google Analytics provides a clear picture of the site’s performance and traffic. Its valued insights give an overview of whatever happens on your website in real-time, your traffic levels with their engagement and reports on the success of your campaigns.
Being a solution from Google’s Marketing Platform, its analytics can help marketing teams to maximize the effectiveness of marketing efforts on-site and optimize the website according to traffic’s response. Therefore, it functions as a website centric analytical platform. Also, when you put its data to work, you are able to increase digital advertising ROI.
Since e-commerce entrepreneurs run a website for their business, then a tool to provide insights on optimizing the site should seem enough, right?
WRONG!
No matter how scrumptious a pizza looks, you won’t know for sure until you taste it.
Scrumptious pizza is a metaphor for website optimization. You’ll only be getting things right for your website but cannot be sure about your business without analyzing it!
In fact, Google Analytics’ usage fits all the websites irrespective of e-commerce or not. So, ideally on using Google Analytics, you get answers to ‘Tell Me Insights About My Business Website’.
Sure, there are e-commerce related metrics to track, but they constitute in Google Analytics as its sidelined features and not centered on it. You can tell this by the fact that ‘Ecommerce Overview’ is available under the REPORTS HEAD – CONVERSIONS REPORT- E-COMMERCE.
On the other hand, Enalito base its analytics totally centered on your business. Just when you start with Enalito – It begins its functioning as a doctor. Checking your business health, it scores your business by identifying important key Performance Indicators (KPIs), presents them as negative/positive/neutral for a quick overview, reports KPI to change with a dedicated graph and even provides you with solutions!
When you’ve all your major business metrics checked at once, available on a single screen, you get a clear picture of every aspect. It even empowers you to know customers and products responsible for your trends.
Google Analytics’ Ecommerce overview covers only Average Order Value, Transactions, and Revenue & Conversion Rate metrics’ graphs. These are not enough to understand your business performance. Enalito focus is entirely on Business KPIs and its customers rather than Website KPIs and Website Traffic.
“A satisfied customer is the best business strategy of all.” – Michael LeBoeuf
In the pursuit of happy customers as well as their retention, customer identification becomes a subject matter of utmost importance. Their behavior, preferences, and habits constitute as valuable information so as to personalize the sales pitch.
One of the biggest four technology companies, Google chooses not to provide customer’s information in its analytics because of its privacy policy. This proves to be a turn down for eCommerce businesses that want to know about their customers and get related actionable insights.
But that doesn’t stop Google from helping with segments. It provides a list of segments to choose from based on site behavior such as Convertors, Direct Traffic, Returning Users, Single Session Users …you get the idea! You can even create your own segments and set the conditions. That’s better, right? But do reconsider if these segments will define customers or be of more help in defining website users.
On the other hand, Enalito segments customers on the basis of the relations maintained with a business by monitoring their purchase behavior. The technical explanation would be they are segmented on the grounds of where they are in the customer lifecycle. This enables a business to distinguish between their valuable group of customers from others. Inversely, a business empowered with such segmentation can pay more attention to their defecting customers. WithEnalito, you have the ease of pre-defined segments as per the business type as well as the option to create your own.
All of Enalito’s segments such as ‘Promising New’, ‘Potential Loyal’, ‘VIP’ is presented with insights and intelligent action approach for each segment. This helps in facilitating strategic business decisions to encourage brand affinity and increase happy customers.
Enalito goes lengths by providing you with reports and analysis on each and every customer and not just segments. Gaining insights on customer’s buying patterns can help you plan your marketing spend at the point of maximum returns. With Enalito’s Promo – another solution from Enalito’s product suite you can automate personalized marketing campaigns on customer’s preferred social media. For each of these segments, you can reach your customers in a much more appealing and personalized way that encourage them to spend. Bye-Bye single ad for all and scanty returns!
Retailers build a strong connection with their products. Its features, business value… they like to dive down deep about all there’s to know of a product. These reasons are indicative of how much important product clustering is, as most of these products are similar and can form a category.
Google Analytics provides factual sales performance and shopping behavior data for each product and its product category. You even get a list of your top-selling products.
Revenue, Quantity, Avg. Price and all such factual stats are stated so that you could compare products/product categories’ performance but it doesn’t cluster them!
You sure can get your top product by revenue or by the quantity and almost at all times, there might be different results for both of these metrics. But if you wanted a truly top product that combines metrics – revenue, quantity sold, and its demand, who will you turn to?
It’s going to take hours to come with answers just by using google analytics.
Although, Enalito pre-defines product clusters so that you don’t have to invest your time in comparisons and then grouping the same level of performers. Enalito runs RFM based advanced analysis to create product clusters such as Average Premium Products, Active Products, Premium Products, Best Products.
To make things simpler, it identifies the right customer for each product that you could market to and even the optimal discount percentage rate for it.
Another major level of differentiation between Google Analytics and Enalito – ‘The When Of Data Collection’. Google Analytics analyze your data from the day you started using it while Enalito analyzes data for you from the day you began selling online. It takes your historic data to give you a complete overview of your business. Choosing the date range can make all the difference to your business decisions and can truly help you optimize your marketing campaigns. It’s so because a business sales cycle and seasonality may vary from other businesses.
As a retailer, you must decide and think it over if you’re using Google Analytics for measuring your business performance!
Experience the difference – request a demo at www.enalito.com/request-a-demo
