Analyze Ecommerce Reports to Improve Your Sales

Ecommerce Overview

The Ecommerce Overview section is the best place to get a high-level view of your online store's overall performance. At a glance, you can see how many sales you're making, how much revenue they're generating, and your website's conversion rate.

Trend tracking with line evolution graph

If you want to see how your sales are trending over time, you can review the evolution chart shown at the top of the Ecommerce Overview page.

You can customize which data points are plotted on this chart by clicking the gray metric selector icon in the top left corner. This brings up a list of metrics that you can click to enable. Currently enabled metrics will be shown with a check next to them.

These are the metrics available by default:

• E-commerce orders
• Conversion rate
• Total revenue
• Purchased products *Average order value * While looking at the relevant data in this view, you can hover over any of the data points to display the specific numbers from that period, as shown below.

If you want to change the period each data point represents, move your mouse to the chart area and click the calendar icon that appears in the bottom left half of the card. Your selection here will update the chart to display data increments by: Day, Week, Month, or Year.

In the same icon menu (shown above), you'll also see a few other icons:

• Export icon – This allows you export the raw data to work with other tools;
• Image icon – This generates a image of the chart so you can use it in external reports;
• Annotation icon – This allows you to review or add relevant notes.

Ecommerce Notes

If you are using the annotation feature, you will notice annotation icons at the bottom of the evolution graph. You can pass the Mouse over these icons or click them to reveal notes within the selected reporting period.

This feature can be useful for keeping track of things, like when you launch new products or make design changes to your landing pages. e-commerce. Your notes here often provide helpful context for sudden changes in your trends.

Ecommerce Health Check with Sparkline Summaries

The sparkline summary card just below the sparkline evolution section provides a high-level overview of your ecommerce statistics. The data shown in these charts and text summaries represents the date range you selected using the date picker at the top of the page.

The following statistics are displayed on the sparkline summary card:

• Ecommerce orders
• Total yield *Average order value
• Ecommerce order conversion rate
• Purchased products
• Visits with abandoned cart
• Recipe left in cart
• Visits with abandoned cart

If you want a closer look at any of these statistics over time, click the summary to update the evolution graph in full size above this section with the relevant data.

Understanding Abandoned Cart Analysis

Cart abandonment happens when someone adds a product to the shopping cart, but for one reason or another, does not make the purchase. Often, the total value of products abandoned in online shopping carts represents a large amount of lost potential revenue. Without analytics, you would never realize this was happening. MVMCloud Analytics can not only track how many people abandon their carts, but also the potential revenue that was lost in your carts. If you find that you have a problem with a lot of people abandoning carts, you can use MVMCloud Analytics to find out what might be going on.

People may partially complete checkout for a variety of reasons. A common reason is unclear shipping details, i.e. where the Visitors only find out how much it will cost to receive the product after they are forced to go through the checkout process. Knowing this, you might consider how you can expose this information at the beginning of the checkout flow. Sometimes people are simply checking your prices compared to competitors and plan to return later. Or maybe you force people to sign up for an account at the beginning of the checkout flow, What is discouraging them? The first step is to know that you have a problem in this area.

Conversions Overview

The Conversions Overview card shows a plain text summary of the transaction values associated with orders on your website. These Statistics are displayed in the default currency you configured for your site. Text summaries are provided from:

• Total Revenue – Total value of sales after discount, including taxes and shipping;
• Subtotals – Total value of all sales, excluding shipping and taxes;
• Tax – The total amount of tax charged on all sales;
• Shipping – The total charged for shipping on all sales;
• Discounts – The total value of discounts applied to all sales.

All of these values are based on the segment and date range selected at the top of the page.

Ecommerce Registration

If you're just starting out with ecommerce analytics and haven't made many sales yet, ecommerce registration can be very helpful. It provides granular session-level data so you can see the entire session of every user who made a purchase or abandoned their cart. This can help you identify which pages of interest users have visited or whether they appear to have exited your sales funnel at a specific stage. It can also be useful when testing new flows to ensure sessions are working as expected in real time.

Products

The Products view is useful for high-level statistics about product sales. It can help you identify products performing above or below expectations. You can review sales and conversion rates in a table by: Name , SKU or Category, to reveal trends and opportunities. All reports in this section can report the following metrics:

• Product recipe
• Sold amount
• One-time purchases
• Average price *Average quantity
• Conversion rate

When you hover over a row in the table, you will see a small line chart icon appears. You can click here to review a progress graph for the highlighted line. You will also notice a light gray percentage that shows the proportion of total sales that this line represents.

Product Name and Product SKU Reports

Since both reports are broken down by product, they can help you understand which products your visitors are most interested in and the impact they have on your business. It can also help you ensure you are driving traffic to the products that are most likely to convert.

You can create the report by SKU (Stock Code) specifically if you sell a product in multiple sizes or quantities, each with the same name but unique SKU numbers. This can allow you to differentiate between variations of the product sold.

Product Category Report

The product category contains the same columns as the name and SKU report described above, but the metrics can be useful in several different ways. Most commonly, it can be useful when your website sells different types of products. You may notice that your sales pages convert well for low-cost consumption, but its high-end electronics are not. This might lead you to do some experiments on how to present and sell products in your electronics category.

If you don't have a traditional ecommerce store, you can also get creative when setting up categories on your ecommerce platform. With the right ecommerce setup, you can define your categories to represent the different audiences your products appeal to. In this case, the category report will help you understand how well you are reaching and converting your various audiences.

Review of Abandoned Carts by Product or Category

By default, all of the above reports are based on sales. However, you can also review abandoned cart reports in this section. To switch between modes, move the mouse over the table area and click the cart icon which appears in the bottom left corner. This will reveal the option to switch between eCommerce orders or abandoned carts .

Sales

The next collection of reports relates to orders rather than the individual products within them. These sales reports can help you understand the conditions that lead to sales on your website. This covers things like: how shoppers discover your site, where users come from, and how long they take to convert. Each report below will have the following columns: Visits, Ecommerce Orders, Total Revenue, Ecommerce order, conversion rate, Average order value, Products purchased and Revenue per visit.

Sales by Referrers (Referrers)

You may be surprised to discover that some traffic sources deliver a lot of visitors and even generate a lot of engagement on your website, but simply don't convert into sales. For an ecommerce store, sales are your most important metric, so it's worth focusing your marketing energy on the traffic sources that are generating sales.

Report by Channel Type

The channel report is useful for analyzing how your revenue is growing. The values are divided by type of traffic source, for example, searches or website referrals. For example, imagine you are launching a new software product. To get some initial traction, you start promoting your product through referral sites that list new products. Your initial reports will show strong growth in website and campaign traffic. But over time, as your site becomes more Once established, you will notice a shift toward more traffic and sales from search engines.

Search Engine Report

This report tracks not only which search engines are bringing you traffic, but also which ones are sending you traffic that converts. People often focus on the most popular search engines. However, if you notice that a significant amount of traffic from specific search engines is resulting in a lot of sales, it could be that they are delivering a different type of user.

Strong sales on an alternative search engine may suggest it's worth exploring what advertising options they have to see if can provide results of similar size. Or it could be that certain search engines present your site differently on their pages of search results. If so, is there anything you can learn from this and use for other elements of your online marketing?

Keyword Report

In the Keywords report, you can see some of the specific search terms that people use on search engines like Google, to find your website before making a purchase. Although this report cannot identify all keywords used to access your site by For privacy reasons, it can help you discover keywords you might not otherwise consider. If you are running paid search campaigns, you'll probably want to set up keyword-targeted campaigns that show sales here.

Website Report

If you advertise your website on third-party sites, this report can help you identify which of those sites generate sales. In case you are actively paying to appear on these third-party sites, this report can also help you quantify your return on investment.

Alternatively, you may see that some sites are generating a lot of sales with little or no input. In this case, it may be worth It's worth exploring whether there are opportunities to strengthen your relationship with these sites.

Campaigns

The MVMCloud Analytics allows you to review sales by Campaign; Name, keyword, source, media and content. These dimensions are useful if you advertise through other channels like email newsletters, paid ads, affiliates, etc.

Visitors Involvement

This section is useful for monitoring the effectiveness of your website.

Visits for Conversion

This report shows you how many visits it takes for your users to make an eCommerce conversion on your website. An example of how to use the data in the visits to conversion report is to build a case for regular email marketing and social media posts to regularly bring people back to your website.

Days to Conversion

This report shows how many days it takes your users to convert after visiting your website for the first time. You can see in the report that, for example, people tend to buy within seven days of visiting your website for the first time. This fact may suggest that you would benefit from sending an email campaign seven days after people first visit your website.

Or you might see that people typically convert within a month of visiting your website. This suggests the need to develop a robust incentive campaign to keep potential customers engaged with your brand for an extended period of time. Not all products will be sold on the first visit!

Sales by User Location

This section provides data based on how the user accesses your website.

Country, Continent, Region and City Reports

They show where a user accessed your website from. Some examples of how you can use this type of data are:

• If you have physical stores for your business, you may notice that local visitors are more or less likely to purchase from your online store.
• If there is significant interest from a specific part of the world, you may consider opening a new location or creating outreach campaigns. marketing more targeted to people in this area.

Devices: Type, Model, Brand and Browser Reports

While this may not be a primary metric for many websites, analyzing sales by device may be an obvious choice for a software company. For example, if you sell an app that can only be used on iPhone or Android devices, you'll want to make sure you're reaching people on those platforms.

However, there may be other reasons to investigate the devices people use to browse your site. For example, if you notice that you get equal levels of traffic from Chrome and Safari browsers, but only one browser generates sales. In this case, it may indicate a website compatibility error. You can follow along by running tests of your site in both browsers and discover that critical elements of your site are displayed very differently or even break in one of the browsers.

Sales by User Characteristics

Visits per Hour in Time Zone

This report provides insight into the most popular times for your audience to make a purchase. This can be useful for you to direct your campaigns, whether paid ads or post on social networks, to be broadcast at these times.

Custom Dimensions Reports

This section will also contain a report for any custom dimensions you created. Reports on your sales divided by their dimensions Custom dimensions are very effective when you've set up dimensions that are relevant to your audience. Some examples of dimensions could be the type of user (administrator, author, guest, etc.) or login status, for example. In the first case, you probably wouldn't expect administrators to do a purchase so you could exclude them from consideration. And for login status, you can explore the relationship between creating an account on your website and converting to a sale.

Ecommerce Reports with Multichannel Attribution (Premium Feature)

This report will only be available if the plan you contracted includes it.

People often visit your website more than once before making a purchase. Multi-channel conversion attribution adds a report view that tracks the many different sources that contributed to a sale, not just the most recent source.

To give you an example, someone may have discovered you in search earlier in the year, followed you on social media, and purchased a product after clicking on your fan page. By default, social networks would receive the credit, however, in a world of multiple attributions, this credit can be shared among lead sources.

You can review your sales reports with several different attribution models:

• Last interaction – This is the most used attribution model on the web. It simply tracks how people reached you in the session where they made a purchase.
• Last Non-Direct – This is based on the same model as above, but because a direct visit is usually from a bookmark or non-advertising source, it may be more useful to review the last significant source that you can use to optimize your future marketing.
• First Interaction – This allows you to see how someone first found your site, even if they later made multiple visits to your site from different traffic sources.
• Linear – In this model, the credit for a sale is divided equally between all interactions, regardless of the stage of the conversion process in which they occurred.
• Position-Based – This allows you to allocate most of the credit (e.g. 40% each) to the first and last interactions as they are usually the most important, and then divide the remaining 20% across all channels that helped with sales between them.
• Time Decay – The final attribution model is based on how long an interaction occurred before a sale. It still assumes that the last interaction is the most relevant in driving a visitor to a sale, however, it also allocates a decreasing amount of credit to the traffic source for each previous site visit.

Exploring your ecommerce reports with alternative attribution models can provide a more detailed view of your various traffic sources. For example, a specific search ad campaign can always generate strong sales. However, further analysis reveals that it is simply recapture the people who initially discovered you through organic search.

Multi-channel attribution can help you discover the true value of each website and how they are performing in your sales cycle. You can also use this knowledge to look for opportunities to improve the performance of specific channels at different stages of your sales funnel.