How to Measure Ecommerce Success like a CEO (Even after One Sale)

The smell of your morning coffee still lingers in the air as your daily task list looms.

Gotta answer those customer questions…
Better update those old product descriptions…
What about that new Instagram photo challenge?

Oh and making some beautiful things. You know – the whole reason your shop exists.

Thank goodness for that coffee!

It’s hard work running a small business, especially when your online shop needs so much marketing and promotion to keep making sales. Sometimes it feels like you do more “business” than “making”.

So what I’m about to suggest might sound a little scary. We’re going to go even deeper into “business”.

The level of strategy and KPIs.

Key performance indicators? Really??!

Don’t worry, these aren’t the “awkward closed-door meetings with your boss” kind of KPI. These are the kind that focus how you measure your shop’s performance and tell you when to have a celebratory drink.

If you don’t know what success should look like, how will you know when you get there? How will you know when to crack that champagne?!

You need to figure out what your “success metrics” are, first.

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How to Copy Google Analytics Settings in Minutes

If you ever find yourself on a dark, empty road and see a lone car far ahead indicate to change lanes, you might think, “Why are they bothering? I bet they even checked their blind spot…”

Well that person might be me. And I did check my blind spot.

I’m just the kind of person who does things the same way, every time.

So if you’re anything like me, I can only assume that you’ve been super diligent in using your Test View to trial changes in Google Analytics.

But what about when you’re confident everything’s working? Everything took so long to set up the first time… surely you don’t need to go through it all again?!

Nope, you don’t!

(Ok, there are a couple of tiny things you’ll need to do again, but bear with me because there’s still an easy way to do it.)

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The Secret of Professional Analysts is Segmentation (and it’s easy!)

I think I’m lucky. I get to talk to people about digital analytics almost every day. (Hey, it’s fun for me, ok?)

But over the years I’ve noticed something a bit silly.

Everyone’s always talking about how to measure more stuff and see more reports.

They need to capture every movement of every visitor.
They want to dip their fingers into a swirling ocean of numbers.
They’re desperate for a veritable avalanche of interactive charts straight off the set of Minority Report.

And it’s all a complete waste of time if you don’t know how to take the next step.

The most important work you will do in Analytics isn’t setting up traffic attribution or installing dashboardsIt’s actually analysing your data.

And wow, can that be a daunting prospect! Where on earth do you start? What should you look at first? How do you know when something is important and what can you even do about it??

Luckily, there’s a simple place to start and it’s called segmentation. It’s the bread and butter of analysis, is super easy to learn and will make finding those important insights so much easier.

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Create useful & understandable Etsy Listings reports by importing your own data (it’s easy!)

Have you ever asked the question, “What type of listings do my visitors spend longer on?

It’s a great question! If I sold children’s toys and toy patterns, I’d want to know what general type of products are more popular with visitors, regardless of what actually sells more.

But if you’ve spent much time in the Behavior reports in Google Analytics (which is where you’ll find all your listings), you’ll know that you can’t just group them by their Section. That info just isn’t in there at all!

You know what I’m going to say… we can totally fix that!

listing-performance-reporting_bad-vs-good

You can take your Listings reports to the next level by putting in whatever information you want about every listing. So keep reading to find out how…

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How to measure visitors from Pinterest to your Etsy listings

Pinterest is a wonderful and fun tool for collecting inspiration and aspiration… so it only makes sense that it’s also a fantastic marketing channel for your Etsy stores! But how much traffic does it generate?

Find out how to measure your Pinterest visitors more reliably and control how they appear in your Google Analytics reports.

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Find your Etsy buyers in Google Analytics

Are you despairing that you got all excited about Google Analytics but now you’ve realised that you can’t even see your sales in it?!

It’s crazy and crazy annoying! Luckily, all is not lost.

There’s one important step that you can do right now to start analysing your sales. This technique lets you pinpoint individual buyers to discover the path they took through your shop, even across multiple visits, and how they got to you.

So let’s explore!

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Four Google Analytics dashboards just for Etsy shop owners

Dashboards are like snapshots of your shop’s performance. They let you get a quick, birds eye view of how things are going and what might need a deeper look.

Google Analytics lets you create dashboards that show you all sorts of things, but it’s tricky to know how to put them together if you haven’t learnt all the important metrics and dimensions yet. It’s also really important to think about what you want to see on a day-to-day basis before you start building one, to make sure your dashboard is genuinely useful.

So I’ve put together four Google Analytics dashboards that are tailored JUST for Etsy shops. Keep reading to find out what they show and how to install them in just a few clicks!

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What does your Bounce Rate really mean?

We all know it.

A high bounce rate is bad! Right?

Well, that depends. On a lot, actually.

Let’s have a look at what a bounce rate really is and what a “bounce” means for different parts of your online shop.

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Compare your Etsy listings easily with Content Groupings

It’s a fact of shop-ownership-life that some listings do better than others. Sometimes your best pieces fly off the shelves; other times people seem to love that one listing with a terrible photo (so you think). And of course there are items you’re super proud of that get no traction.

So you want to find out why. You want to see how long people stay on particular listings, where they go to next, whether certain traffic sources send more interested visitors than others.

Those are questions for Google Analytics to answer, but if you head over to your All Pages report, you’ll find something frustrating. You can’t just compare a list of all your products.

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Do they love me? How to measure visitor engagement with your shop

Not all traffic is equal. It’s incredibly important to be able to identify valuable visitors.

Visits that lead to sales.

Unfortunately, you can’t track Etsy sales in Google Analytics right now, but that doesn’t mean you can’t have conversion rates. I’m not talking purchase conversions here (sales) but goals that imply something good: engagement, getting-close-to-the-sale-ness. Then you can say what percentage of your visits met this criteria, and whether some traffic sources, products etc. performed better than others.

Let’s call this an Engagement Rate!

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