Once people start an online business, they struggle to manage it, sometimes there are too many variables to control. As a result, they try to follow the traditional strategies that are used to manage physical businesses. However, in the e-commerce world, you have many more options to play with! In this article, we will take you through the major tools (Free and Paid) that are offered by Google to help you take your business to the next level.
- Google Analytics
- Google Tag Manager
- G Suite
- Google Adwords
- Google Shopping
- Google Webmaster Tools
Tracking is important! It can help you improve sales, and over time helps to enhance your business. If you have a physical store, you can see the consumers come in and you get the chance to read and analyze their behavior, sometimes you end up changing the set-up of your store on the basis of a behavior trait you noticed on many of your customers. These details and tweaks to your business are as important in an online business as they are in the real one.
But the catch is, in an online business, you can do it better! And have more data and information to base your decisions on. Google Analytics is a popular platform when it comes to website tracking analysis. It can provide you with real-time reports, a wealth of information about your customers and where they come from and much more! This information can then be used to devise new strategies to increase traffic, increase conversions, find new customers, and increase sales.
Why Google Analytics
It is FREE to use and easy to install. Used by both small and large websites, including the websites of Fortune 500! Works for both websites and mobile apps. It can give you an insight into the mind of your consumer and how they behave. You can visualize data and see exactly where your priorities would lie, where should you spend more money and who your target audience should be. Using Google Analytics you can refine your business strategy and be better at creating leads with your target customers, making sales easier. It also gives you the chance to do industry benchmarking, to see how you are doing compared to the other players in the industry.
How to use Google Analytics
When you create an online store with Jumpseller, your store is set up with our tracking, however, if you wish to add tracking by Google Analytics, you have to do it manually by adding your Tracking ID.
First things first, you need to have an account with Google. Have a separate account for your business Recommended!.
After you have an account, go to the Google Analytics Page where you can Sign In (or create an account for your business).
You can set up Google Analytics for a website and a Mobile app. For this, we will focus on the website. After signing in, just fill out the fields.
Then you need to find your Tracking ID. Go to your Google Analytics dashboard and click on Admin and then on Tracking Info. Copy the Tracking ID.
Go to your Admin panel, and from the sidebar go to Settings > General. If you scroll down a little you will come across the following:
Next, paste the Tracking ID and Save.
To see Ecommerce data in your Analytics reports, you also have to Enable Ecommerce for each view in which you want to see data. For this, click Admin, and navigate to the View Settings under View.
Then, click Ecommerce Settings and set Enable Ecommerce to ON. Optional: set ON Enhanced Ecommerce Settings
Click Next Step and then Submit. Now you have Google Analytics tracking on your whole store.
Going through the Basics
Log on and see the dashboard (HOME), get an overall picture of the Users in the past days, check the revenue graphic, you can also see the conversion rate and the total sessions.
It even lets you see what time of the day you have the most traffic and the number of Active Users.
If you go to the CUSTOMIZATION section, you can create a new dashboard with custom readings for specific properties you own.
This can really help you organize all the data available on Google Analytics and summarize it in one place so you can easily cover it during a meeting or a presentation. Create these custom reports and save them.
Then you have REAL-TIME, it is what basically the name states, you have a real-time view of your website, the number of active users, where are they coming from (Top Locations), what pages are they viewing.
It tells you the pageviews per minute and per second, you can see the top active pages there. If you have set up keywords, you can also see the Top Performing ones, that way you know which searches to prioritize.
Check if a certain promotion is actually driving traffic to your website, analyze the immediate effects of a blog/email/social media post on traffic.
AUDIENCE section gives you in-depth data and stats about your Traffic. You can see the day by day user numbers, you can view it according to a particular country.
You have the ratio of returning visitors as compared to the new visitors. Compare the data with previous periods, use different metrics to compute the numbers and you can even look at the customer lifetime value, which can tell you how much you make from a single customer.
You can view the Demographics of the traffic such as Age and gender, to find out to whom your content, the product, is appealing to, and create a marketing strategy to target them specifically.
See what they value most and shape your channels according to that value offering.
The ACQUISITION section tells you by what channels you are acquiring customers. Whether most of your customers are arriving from organic searches, coming from paid advertising, social media platform or other sources.
Click on each channel and view the subcategories, for example you can go into social, and you will see a list of all your social platform such as Facebook, Twitter, Reddit and Quora etc, you can view them one by one or collectively to analyse if you are getting enough traffic from them or if there is room for improvement.
Set up goals: a goal does not have to be a purchase, of course, that is the end goal, but you can set up smaller goals that lead up to a bigger goal. For example, you can set you Goal 1 as people signing up for your newsletter or registering to your store and then Goal 2 can be more towards making a sale.
See the source of where the users are coming from, for example, the browser (Bing, Google, Yahoo etc). Check if you are getting any referrals, maybe you can spend some time on the referring platforms to get more sales.
Then you have the AdWords section, where you can view the performance of any paid ads campaigns you have. Of course, you can always check them in the AdWords console as well.
In the BEHAVIOR section, you get to know what the users on your website are doing. It is a good way to self-evaluate your work, you can see what areas of your website you need to improve and what is doing well.
This is where you work on enhancing your user experience, you need to be fully aware of what content is attracting the users and how that can be improved.
Analyze which pages are not getting visits on your website. You can look at things like Average Time spent on a particular page, the Bounce rate which is the number of people who leave the page within seconds. Rectify these issues and with these improvements, you should soon be able to see a difference in the performance of your website.
The experiment section is an interesting way to conduct A/B testing: if you want to change the theme of your store, you can actually test it out with your current theme to see which one gives better results.
In the CONVERSIONS section, you learn about your sales and yes, you guessed it, “conversions”! Learn about the products your visitors are buying the most, the revenue generated by them, you can even view the details of each transaction; Tax, shipping, and the number of days it takes to complete the transaction and make the purchase.
You get to learn which of your products get you the most business and the greater profit and then you can focus your marketing efforts accordingly.
You can decide if it is better to offer special discounts or limit to a minimum quantity for particular products to cater to the tax rates or shipping costs.
These were the baisc concepts of Google Analytics, if you wish to learn more about it, you can do free online courses.
Google Tag Manager
In Addition, Google Tag Manager works really well with Google Analytics, you can use features like AdWords Conversion Tracking and Remarketing, and DoubleClick Floodlight.
How to use Google Tag Manager
With the Jumpseller Google Tag Manager app, you can easily integrate your Jumpseller store with the Google Tag Manager itself. This reduces errors and frees you from having to involve a developer whenever you need to make changes.
To learn how to use Google Tag Manager with your Jumpseller store, please follow the steps in this Guide: How to Set Up Google Tag Manager.
Having a corporate email is always a professional look and it is these small details that sometimes help close a deal and leave a lasting impression on a person. G Suite is a platform for hosting custom emails for your business, with a centralized administration console. G Suite has many advantages, besides improving your experience in the already well-known Google free tools like Gmail, it helps you connect and manage your employees within the company, you can store files using Google Drive, and multiple people can work on them together to accomplish goals.
The downside of this service is that it is paid, so once you sign up, you will have to pay to get the custom corporate email and the rest of the perks. However, it’s easily the simplest platform to configure and the best solution to avoid having problems with spam filters for your initial emails. Looking at the benefits, we would say it is a must-have for a growing business.
How to Use G Suite
With a Jumpseller store, you have a few options to create a corporate email, G Suite is one of them. Setting up G Suite with your store involves following a series of steps which are best explained in this Guide: Setting up G Suite.
Perhaps the most popular Google tool for online businesses, big and small, is Google Adwords. Even though it is a form of paid advertising, it is used by both big and small businesses. AdWords is an online advertising tool that helps businesses connect with their customers. You create your online ad, tell AdWords who you want to reach, and AdWords brings your ads to them. With Google Adwords you have a lot of possibilities:
You can reach customers while they are doing relevant searches on Google.
You can reach users on YouTube and many other sites across the internet.
You can show your ad on millions of sites across the internet, including top rated sites.
AdWords has a sophisticated targeting system that helps you show your ads to the right people, in the right place, at the right time. Use keywords, location, demographics, and more to target your campaigns. AdWords gives you complete control over your budget. You choose how much you spend per month, per day, and per ad. There is no minimum. AdWords shows you how many people see your ads, what percentage of them click to visit your website, and even how many clicks to call you. With these tracking tools, you can even see the actual sales your website is generating as a direct result of your ads. If you want to change your strategy, you can tweak your ads, try new keywords, or pause your campaign and restart it whenever you like.
How to Use Google Adwords
The first thing you need it to Sign Up for Google Adwords and to do this you need to have (create) an account for your business. Enter your Business email and your website address. You have the option to ask for personalized tips and recommendations from Google to improve ad performance.
Next, your account will be created for Google Adwords after you enter the data in all the fields.
Now start setting up your First Adwords Campaign. The First thing you do is enter a budget, and any value you enter, you will get a calculation for Google based on that value. You will know the daily potential reach of the ads.
Next, you have to define the location, networks and the most important, Keywords. Make sure your keywords match the terms your potential customers would use to find your products/services. You can go for general keywords if you want to reach more people, or you can go for specific keywords to target specific people. To learn more about keywords read this Guide: Basic Guide For Keywords
The final step to complete the process is to enter the payment details, here you can also see the ad that you created and which will appear during the course of your campaign.
For more information regarding Google Adwords visit: https://support.google.com/adwords/answer/6366720?hl=en&ref_topic=6375057
Google Shopping, is a Google service which allows users to search for products on online shopping websites and compare prices between different vendors. If you are a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.
Google Shopping App benefits include:
Connecting your Store with Google Merchant Center easily.
Automatically sync all your products or as many categories as you want with Google Merchant Center.
You can reach users on YouTube and many other sites across the internet.
Shopping ads use your existing Merchant Center product data (not keywords) to decide how and where to show your ads. The product data you submit through Merchant Center contains details about the products you sell. Google will use these details when it matches a user's search to your ads, making sure to show the most relevant products. You manage your Shopping ads in AdWords using Shopping campaigns, a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords.
You can advertise your store and your products using two types of Shopping ads:
Product Shopping ads: These are created based on the product data that you submit to Merchant Center.
Showcase Shopping ads: Create these in AdWords by grouping related products together. That way people can compare several of your products and click the right one.
How to Use Google Shopping
Jumpseller stores comes with an integrated Google Shopping App. Learn more about How to Set up the Google Shopping App.
Google Webmaster Tools
With Google Webmaster Tools you have access to the awesome Google Search Console, a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results and index your website faster and more accurately.
As a first step, please go to Webmaster Tools and Sign In with your account.
On the Search Console home page, click the ADD A PROPERTY button and type the URL of the site or portion of the site for which you want data. Specify the URL exactly as it appears in the browser bar, including the final "/" mark.
Note: If your site supports multiple protocols (http:// and https://), you must add each as a separate site. Similarly, if you support multiple domains (for example example.com, m.example.com, and www.example.com) you must add each one as a separate site.
Enter the URL of exactly the domain, subdomain, or path branch for which you want to get data. It is recommended to create a separate Search Console property for each domain or folder that you want to track separately, as well as the lowest level domain that you own.
Verify a Domain with Google Webmaster Tools
Once you have added a property to the Google Search Console, the next step is to verify that property to prove that you own the site. With Jumpseller, all Google Services that require Domain Verification, can be verified by the following methods:
- Meta tag
- TXT record
- CNAME record
- Google Analytics
- Google Tag Manager
To learn more about these methods, and how to use them to verify a domain, please go through the guide Verify a domain for Google Services.
Creating an online store is not hard, the difficult part is to run it successfully, expand to new markets and increase profits. If you create a store with Jumpseller and use these tools provided by Google strategically, you can make your tasks much easier, and be better positioned for future growth. Remember "Details create the Big Picture!".