How can you use Website Analytics as a tool to boost your Fashion Business?

Website Analytics in Fashion Industry

What is Website Analytics?

One can define Website Analytics as the collection, measurement, analysis, and reporting of website data. The main objective is to measure your goals at an organizational level as well as at user levels to understand and optimize the web data. You can use it as a tool to identify the success and failure factors of your aims, formulate a strategy and make improvements in your platforms in order to make an amazing user experience and eventually to build brand value.

Measuring content by keeping your Fashion business in mind.

It's best to create goals and Calls-to-action (CTA) from an overall organizational perspective and of site visitors. These goals and CTAs are vital for effective website analysis and Key performance indicators play a crucial role to measure the success or failures of those goals and calls to action.

 

Here are some examples for building a measurement framework for a Fashion E-Commerce Website:

Framework Item	Meaning	Example
Goals	Your website’s main motive, why you are there in the first place?	To exhibit, educate, and eventually sell your apparel or any other service you offer.
Objectives	In order to achieve the goals that you have set, specific actions & steps need to be taken.	To reach and convert as many online users as possible looking to buy your product or a similar one into a loyal long-term consumer.
Calls-to-Actions (CTAs)	These are the tasks that your visitors must perform on your platform as part of your goals and objectives.	A good CTA can help your users with decision fatigue and provide an overall meaning. For Example, “Buy Now”, “Shop”, “Order”, “Save” and “Add to cart” to name a few.
Key Performance Indicators  (KPIs)	These are the web analytics metrics that help you to measure CTAs.	Measuring how many users added products to “Cart” and “Wishlist” which you can use for Retargeting. Conversion rate: Number of users who visited the “Thank You” page that comes after the sale.
Targets	These are your aims in a broader view for the overall success of your brand.	A 2% conversion rate could be the baseline goal for your online store (Trachtenberg, 2019) Rank in top spots on SERP (Search Engine Result Page) to take your competitor's share and new consumers. The clickthrough rate for your website shouldn't be less than 10%.

 

 

How can web analytics help your business?

Nowadays, most businesses have a presence in the digital world either it be established like ZARA or weak, but they do. But with a great social presence, traffic, and enormous data it might be difficult for you to process that data and pick out the key elements that describe the whole picture of your consumer’s online behavior, experience, taste & preferences.

That is when Web Analytics comes into the game. It helps you get information on the demographics, user’s online behavior, age, gender, source, and medium of traffic.

Website Analytics tools can provide detailed information like:

·  How many users are visited or visiting your site in a day, month, or even years,

·   They can also tell for how long they were there and how far scrolled,

·   They also show the bounce rate which means they left the website as soon as they visited or left just after viewing one page,

·   They show which products have the users engaged with the most,

·   They show where the users are coming from and what device they are using,

·   With the use of techniques like Funnel visualization they can identify the poorly performing pages,

·   Tools like Google Analytics can provide more advanced features as well, including custom visitor segmentation.

   

    Following video by Google Digital Garage will give you even better understanding of how you can leverage web analytics for your business.

 

Possibilities are endless here, but the question is How you can leverage all those data and see what is working and what is not?

Let me put it by giving you an example, if your Bounce Rate is higher, It can have several reasons like your website aren't user’s Device friendly, there are too many distractions on the website, lack of Authority legitimacy, or it means you're targeting the wrong audience and the entrance page isn't relevant to your visitors. 

The bounce rate for an E-commerce platform is generally between 20% and 45% on average So, you'd want to keep it between this range or it'd be brilliant if you manage to have it below 20% (Dossetto, 2021)

Now you'd want to optimize the website to quickly load in their devices, make sure you showcase your products clearly and avoid using too many graphics, you would show reviews and ratings of your products, and optimize the landing page by making it on point and highly relevant to visitor’s needs. 

Another example is that you see users are not taking the action that you want them to take like Add products to Cart, buy or spend some time on the site now you might consider providing a clear Call to Action to your users to let them know what they are supposed to do & you can make your website user’s device friendly or make it appealing, relevant, and easy to navigate to increase the duration of their stay.

To leverage that data, you can perform an annual site audit to have a deeper understanding. 

While auditing you can keep following things in mind like identifying the keywords that attract most of the website's traffic. 

Analytics also allows you to measure the performance of different content pieces and you can use similar content types in the future that drove most traffic and boosted engagement. You can also eliminate content that is no longer relevant and does not reflect your business. 

Now you must have a better idea of what is Website Analytics, What its tools can do for you, and why they are important.

Conclusion

To sum up everything that has been stated so far, every visitor of your platform leaves their digital footprint that can be measured, collected, analyzed, reported.

Web analytics tools like Google Analytics, Spring Metrics, & Woopra to name a few can help you manage all that data in an orderly and logical manner to have a better & deep understanding of user’s online behavior, drive conclusions, improve the website, and eventually increase the sales and conversion rate.   

Therefore, web analytics tools are vital otherwise, you wouldn't understand how users interacted on the website, what are their needs and how you can solve them to build a brand value.

Did you find this blog useful? You might also like our other blogs to grow your business. 

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Keywords:

"Website Analytics"

"Fashion Industry"

"Website Analytics Tools"

"How web analytics helps business"

"Web Analytics KPIs"

Tags:

#websiteanalytics #webanalytics #fashionbusiness #webanalyticstools #webanalyticskpis #webanalyticsmetrics

Tanishq Nagpal

Author: Tanishq Nagpal

Publishing Date: 07-06-2021

References:

Web Analytics Basics (2013). Department of Health and Human Services. Available at: web-analytics.html.

‘Why Google Analytics Is Important For Your Fashion Business’ (2019) Vibe Consulting - Fashion Business Consulting, 8 January. Available at: https://vibeconsulting.co/why-google-analytics-is-important-for-your-fashion-business/.

Key Reasons Why Web Analytics Matters for Businesses | Quantzig (2018). Available at: https://www.businesswire.com/news/home/20180621005655/en/Key-Reasons-Why-Web-Analytics-Matters-for-Businesses-Quantzig.

‘Google Analytics’ (2021) Wikipedia. Available at: https://en.wikipedia.org/w/index.php?title=Google_Analytics&oldid=1027356843.

Privacy Notice | IDRC - International Development Research Centre (no date). Available at: https://www.idrc.ca/en/privacy-notice (Accessed: 7 June 2021).

Ecommerce Bounce Rates: 3 Tools + 8 Tips to Reduce Yours (no date) Hotjar. Available at: https://www.hotjar.com/blog/reduce-ecommerce-bounce-rate/ (Accessed: 9 June 2021).

33 Ecommerce Conversion Rate Optimization Tactics (2019) (2018) The BigCommerce Blog. Available at: https://www.bigcommerce.com/blog/conversion-rate-optimization/.