Using Google Analytics to Evaluate the Usability of E-commerce Site

USING GOOGLE ANALYTICS TO EVALUATE THE USABILITY OF E-COMMERCE
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Introduction
E-commerce is one of the trending technologies in the world. More data is generated on the systems as
a result of implementing e-commerce (Fontinelle, 2018). Various tools have been invented and
developed to help in analysis of the data in the e-commerce systems. Online marketing is the
new trend for most business owners. The business owners need to analyze the data from the
systems to make valid decisions for a successful future. For good data analysis, the data analytic
tools such as google analytics are useful.
Google analytics tool
Google analytics tool is one of the many tools used to analyze data about a certain e-commerce
site. One major benefit about google analytics is, it’s free. Every person can use the application
at leisure (Google,2018). The second major benefit, is that it gives much detailed analysis
compared to other analytic tools.
It is easy to set up Google Analytics as one is just required to create an account on Google
Analytic, add the site intended to find the analysis on and finally copy the tracking code in the
Google Analytics’ field in the setting page.
There is quite a number of reports generated by Google Analytics, but the reports are broken
down into different categories. The categories include Real-Time, Audience, Acquisition,
Behavior and Conversations (Brock, 2017). The reports include the information of how many
people have visited the sites, the devices they used to access the website and lots of much
detailed information. To make better decisions for the businesses, it is required to get deeper
into the e-commerce data to get a clear understanding and hence make valid decisions.
Requirements to get started with Google Analytics
First, it is obviously needed to have an e-commerce site. Then it is required to install Google
Analytics. Then the Google Analytics tracking code is needed on the online store. Installing the
Google Analytics tracking code varies among different e-commerce platforms. The e-commerce
platforms include: Shopify, WordPress and Magento (Marek, 2011). One can perform a Google
search and learn how Google Analytics is installed in either of these platforms.
Reports from Google Analytics and its benefits