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The Digital Business Kit for Retailers


Learning Outcomes

Retailers will identify the type of Business Intelligence that can be accessed to inform their business plan. [printfriendly]

mod-arrow Online Analytics

Onsite website analytics

wa2This is a critical piece of business intelligence. There is no point paying for a website if you don’t know how many people visit it, how they got there, if they are responding to ads or eMarketing etc. Website traffic and behavior data is critical. Your website should have a built-in analytics dashboard to tell you basic information. Google analytics embedded in your website can show all this information and much more.

Check out other online traffic metrics that you would like to gather in Google analytics.

Basic intelligence metrics include (but are certainly not limited to):

Number of visits to your website: Indicates general impact and potential of the website.

Time spent onsite: Indicates how engaged clients are interacting with your site based on the amount of time they spend per page and/or the site overall.

Keywords: This shows what keywords people are using to find your website. To research popular keywords use Google ads keyword tool (even if you don’t buy Google ads), it shows you how many people are searching for certain terms, which can help you write popular content.

Bounce rate: This indicates how often people are leaving your site after only looking at one page. This can be used to help structure content on your landing pages. For example: If you change marketing text on a landing page and the bounce rate drops that means more people stayed on the page to read and click through, indicating the text change was positive.

Split testing or A/B testing:   Is another great way of measuring effectiveness of marketing content in your webpages by producing 2 identical pages (or ads etc.).  Make an alteration to one of the pages and measuring the visit for behavior on each page, to determine the effect of the change.  For example:  You may have an ad that reads “ Best prices on jeans” and create a second advert called “Cheapest prices on jeans” and see which gets more clicks.  Or on the ad landing-page have an action statement like “ Click here to receive 10% off jeans” and another landing page that has an action statement “Click here to receive 15% off jeans” then measure which gets more clicks.

Geographic location or metrics:  Like a referral site, shows where people came from to get to your site this supports your marketing initiatives, partnership agreements and more.

Trends over time: Your website analytics should allow you to report on core elements across different time periods to show peaks and valleys related to marketing and other initiatives. This helps you identify in your marketing to drive traffic to your website, what is and is not working.

Page views: This shows how many pages visitors are going to per visit on your website.  This can be used to indicate the engagement levels of your content.   Increasing page views can be used to measure the effectiveness of changes to website content and or navigation.

A sample of a Google Analytics dashboard

Google analytics provide a great depth of data about activity on your website and custom dashboard, so reports can easily be made. Note: A Google Account is required and a Google tracking code will need to be embedded in your website (this process is free and quite easy to do).  Hint:  You can also look up youtube.com and look for for an educational video on how to embed Google tracking code into your website.


Even the free website-builder Weebly.com (report pictures below) offers basic analytics to see how many hits you have per day, on which page and from where.  (Note:  You can always add Google analytics code to any website to get greater details for free.)