Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.
Once Google Analytics is integrated into your store, you'll be able to find and track information like what percentage of people checkout on your store from a desktop or mobile device and how many unique impressions your store gets per day. This is very useful information for optimizing your store and checkout flow to get more people converting to paying customers.
To get Google Analytics integrated onto your storefront website, please first follow the instructions in this other help article before continuing with the rest of this article: https://help.cratejoy.com/hc/en-us/articles/202719545-How-to-Setup-Google-Analytics-On-Your-Storefront
1. Set up a "Checkout complete" goal for your store in Google Analytics
- If you open up Google Analytics for your store, click on the "Admin" menu button (Gear icon in the bottom left corner) and then click on the "Goals" option in the menu.
- Next you need to click on the "Add New Goal" button:
- Then you need to your configure your new goal to use the Template called "Checkout complete"
- Then configure the goal description and set the Type to be "Destination"
- Then configure the goal details so that the Destination is "Equals to" the URL page: /customer/thank_you
- Then turn Funnel to "On" and add steps for each of the URL pages in your subscribe flow. You'll have to create a new goal and repeat these steps to create a subscribe flow for each possible option and variant.
- TIP: To figure out what screen/page URL you should put into each step, you the Real-Time overview page in Google Analytics and browse to the page your trying to configure using another tab in your browser. You should be able to yourself showing up on that page:
- TIP: If you are configuring Google Analytics for the very first time, then the "Verify this Goal" functionality won't work correctly as they won't have historical information on how your page worked before it was set up.
2. Use the Funnel Visualization to visualize how your subscribe flow is performing.
- TIP: If you just set up Google Analytics (GA) on your site then it won't have any data yet for you to see. It normally takes a day for GA to gather and process your data before it can visualize it. Just check back in the following day, change the data range filter at the top to include the current day, and make sure that everything is working properly
3. Use the Goal Flow to apply different audience segments and compare how their conversion rates differ.
- TIP: You can add/remove different audience segments on the Goal Flow page. This will show you how different audiences perform on your Goal Flow. This is a great way to see if there are any differences between Desktop and Mobile customers. Or see if customers you get from Facebook Advertising is any different from customers you get from Google Adwords. Google Analytics has a lot of pre-built segments but you may find that you need to create your own to get the segmentation you're looking for
4. Once you have your Goal(s) and Funnel(s) set up, you can use them to monitor over time.
You can look at your conversion funnels over time to see if any changes to your subscribe flow made any difference. This isn't a statistically significant way to do A/B testing but it can give you quick insights into if changes to your subscribe flow could have had a positive or negative impact to your conversion rates.
For example, you could see what the normal conversion rate is for your subscribe flow over the last 3 weeks and then change the images or text on your subscribe flow and see what the conversion rates are in the weeks following.
- TIP: If you add/remove a step to your subscribe flow, then you'll probably want to create a new funnel that uses your "Checkout complete" goal but has the new step flow on it. You could then compare the old funnel to the new funnel to see what the impact could the change could be.
For a more statistically significant A/B test, you'll need to integrate and use third-party tools, like Optimizely, into your site and use those tools to run your test and monitor impact.