The only way for an e-commerce website to progress is by modifying its content and products according to the needs and requirements of the user. Data and analytics help you achieve this as they provide a measure of your website’s performance. For example : it is only by knowing how many users are visiting your website and how often they are leaving will you understand if your store is connecting with the users or not. Marketing strategies, product and packaging are determined according to the location where your users come from. Without going through these numbers, the website would be functioning blindly as it will be unaware of what its users need. There are a number of analytic tools which help you to track and analyse your business’ data to take it towards success.

1) Google Analytics

Google Analytics is the most popular analytics tool which measures and displays all the critical information of a website. It was instantly popular from its launch in 2005 due to the fact that despite being free, it has all the resources required to track and monitor a website’s performance. The most prominent features which Google Analytics offers are:

  • Identifying The Source Of Traffic: This could be through emails, search engines, Facebook display ads, social media links or a link from your website to another one. This data help you understand what connects with the users and how you can change your communication.
  • Measuring Usability: You can use Google Analytics to see how many people are leaving the website upon entering (bounce rate), total number of sessions a user is in so that you can see if your site is usable or not.
  • E-Commerce Tracking: This extremely handy feature allows you track the transactions and revenue while providing the source of traffic which the transactions came from. Through this information you can identify where the traffic came from and modify the channels which have room for improvement.
  • Audience Information : Using Google Analytics you can find out information about where your audience is coming from, their interests, which devices they use and how often they use your website.

2) Pikwik

One of the most popular alternatives to Google Analytics, Pikwik has witnessed a rapid rise in its usage. The biggest difference between Google is that Pikwik is an open source analytics platform which implies that you can configure and maintain it in your own server. Despite being a more tedious effort, Pikwik allows you full control over your own data. The features are extremely similar to Google Analytics, with E-Commerce tracking, event tracking, goal converting, and analytics. Pikwik can be integrated with a number of well-known shopping carts to set up e-commerce tracking. Two major differences between Pikwik and Google Analytics is in the representation of data and the fact that the former compiles reports on server errors.

3) Clicky

An upcoming analytics tool, Clicky has earned a number of followers thanks to its ease of use. The data is represented in a clearly visible format so that it can be utilized by a layman with limited knowledge in analytics. The biggest advantage that Clicky offers over similar tools is emphasis on real time tracking of data. It has also incorporated the presence of heat maps, including real time heat maps for a section of the audience. This allows you to clearly point out the strongest and weakest areas of your website. The most commonly used features of Clicky are the segmentation, filtering and sorting of visitors. The pricing is affordable with a Pro Plus plan of $14.99 per month which gives you access to heat maps and tracking 10 websites.

4) RJ Metrics

RJ Metrics has differentiated itself from other analytical tools by offering analytical tools from a marketing perspective as well. By using these tools you can identify metrics like lifetime revenue and number of repeat purchases. You get a number of tools like measuring email productivity, product performance of number items sold and revenue of each product. RJ Metrics has also provided a very clear to use customer retention indicator along with charts showing specific behavior. These comprehensive set of features can be extremely useful for measuring the performance of your website.

5) Kissmetrics

Another extremely popular tool for website analysis, Kissmetrics provides a comprehensive solution for data tracking and analysis as well as marketing measurement. It is different from other analytic tools as it focuses on individual behavior instead of aggregate behavior. Kissmetrics has tools for detailed measurement of customer behavior at every step of the marketing funnel (all the steps in the customer’s journey from viewing the website to making a purchase) Google’s funnel tracking takes place at an aggregate level, whereas Kissmetrics has tools which make observations at a very personal level and provides more flexibility. The application is priced at $200 a month for the basic package.

These are the 5 most popularly used tools for analyzing data of e-commerce websites. Users would do well to not be dependent on simply one tool but use a couple of them. You can easily complement the features of two tools. Such a step would enhance your understanding of the customer, which will help you to communicate more effectively and change your products to suit their needs and keep them satisfied.

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