Analytics is the key to e-commerce business

Analytics is the key to e-commerce business

Analytics is key to growing e-commerce business. In fact, analytics is everything; it helps you in any marketing activity to improve your e-commerce, from optimizing the copy of your CTA to determining the quality of the traffic that arrives on your website.

The benefits of analytics cannot be overstated; as a result, using one or two analytic tools is compulsory if you are interested in hacking your business growth. We’ve put together a list of Analytic tools and the reason why we have selected them – from our point of view – these analytics tools are the best for e-commerce.


If you’ve been confused by your eCommerce data, do not be scared. Most likely, you have not found a tool that shows you the data as you need to see them. You’re not the only one in this category. After all, the analytic tools are not equal in terms of complexity, accessibility, and price. That’s why we’ve broken down the best e-commerce analysis tools, so you can start reviewing your data as soon as possible. In summary, these tools can help you:

  • Get more customers, whether they come from organic traffic, social media or email marketing campaigns.
  • Calculate your price structure to decide to create new businesses or new clients
  • Stop “guess” what happens to your budget
  • Each one of the following tools fulfills all that it has to fulfill for ecommerce professionals. Regardless of your budget or sector, any combination of these tools is a good solution.


It is quite difficult to resist the charm of “free”, right? Some would say it is impossible to resist while that is a debate for another time, it suggests why Google tools are so popular.

Some of the best analytics tools for ecommerce are free thanks to Google. Virtually everyone uses Google Analytics, and we recommend that you do the same.

Increasing the conversion rate of your ecommerce is a big challenge, regardless of what you sell. Google’s Enhanced eCommerce provides merchants with a broader view of metrics.

In short, the platform is much more powerful than it used to be. Google Analytics users now have the ability to track traffic in each phase of the funnel. This means identifying the weak points that lead to the abandonment of the cart or the points of friction in the payment process. In addition, users can monitor closely:

  • The performance of each product at the sales level.
  • Where your traffic comes from (desktop, mobile, tablet) and how those visitors are converting.
  • In which pages your visitors are spending more time and in which there is more bounce.

As you can see, Google Analytics can tell you much more than how many visits arrive on your website each day.


For those looking to go beyond Google, Matomo is an open source option for owners of ecommerce business that have a technological background. Matomo stresses the need for ecommerce businnesses to have control over their own data. Unlike Google Analytics, Matomo is installed directly on your server and is not hosted remotely.

Although the platform has many of the same features as Google Analytics, Mamoto includes:

Automated reports on metrics such as the conversion rate and the average value of orders: the platform also alerts users of the events that cause the abandonment of the cart.

Detailed sales reports broken down by marketing channel, geo-location and product

Easy integration with platforms such as Shopify, WooCommerce and Magento


What about the marketing professionals who need a little more advanced report? From knowing how many times a specific visitor has visited your website to how often you visit the page of a product. Kissmetrics emphasizes reports focused on individuals rather than on a general traffic level.

Kissmetrics granular analyzes are ideal for brands that want to remarket to large audiences and determine which specific marketing channels have the highest ROI. This advanced segmentation can help you determine which campaigns are working and which are not. For example, the platform allows users to view the LTV in a single click.

Kissmetrics also delves into design aspects of your ecommerce to help you improve your conversion rate. The platform allows merchants to create and activate pop-ups, lightboxes and notifications to discourage visitors from leaving.

You can also customize, segment and preview the appearance of those “triggers” in real time. This helps you a lot with the A / B tests you do.

The reputation of the platform as one of the best tools for analyzing electronic commerce does not come free. That said, comparing its advanced capabilities with those of Google Analytics or Maroto is comparing apples and oranges. For those with a budget, the Kissmetrics functionalities could be a radical change.


Sellers cannot afford to make many assumptions about their websites. The best way to refine usability and improve your conversion and click rates is by putting yourself in the shoes of your visitors.

Heat map platforms such as Hotjar are incredibly valuable for ecommerce professionals. Hotjar allows you to visualize what your visitors see when browsing your page.

In addition to heat maps, Hotjar also has the ability to create real-time visitor recordings. Watching these recordings again gives you a lot of information about what is working and what is not.


In ecommerce, there is nothing worse than an abandoned order.

Maybe you made your visitors have to overcome too many obstacles. Maybe there was something about your prices that dropped a potential buyer.

Anyway, the abandonment of the cart is an evil that affects all ecommerce professionals. The average dropout rate is around 70%. That is why solutions like Woopra have emerged specifically to combat the plague of the abandonment of shopping carts.

Woopra’s analyzes emphasize the concept of “success in purchasing”, focusing on the drop points in addition to the time it takes for customers to buy. By looking at the basic abandonment rate in specific actions such as adding shipping or payment, it is very clear which aspects of your funnel require attention.

The platform also generates individual profiles that allow you to meet your most valuable customers and how they interact exactly with your store or sales team.


Email marketing and ecommerce go hand in hand. Whether you want to lead nurturing or encourage repetition and purchase, email automation is the cornerstone of any ecommerce empire.

However, the big names of email marketing do not always have the best ecommerce analysis tools. After all, e-commerce sellers require strong segmentation, a wide variety of messages and a lot of frequency to be able to carry out their campaigns effectively.

Therefore, brands also require an in-depth analysis of their email marketing campaigns. Kalviyo is an electronic mail analysis and automation platform specifically designed for e-commerce merchants. They take pride in offering in-depth analysis for e-commerce compared to Mailchimp or other reputable e-mail brands intended for beginners.

But what is it that differentiates Kalviyo? Beyond looking for simplicity and not having to analyze thousands of spreadsheets, the benefits and features of the platform include:

  • Automatic segmentation of the audience based on specific actions and parameters (purchase of a product, opening of a message, purchase within a certain period of time), resulting in more personalized and quick messages.
  • Welcome email templates and auto-response to lead nurturing and fight against cart abandonment.
  • Advanced reports that track openings, clicks, revenue and all intermediate metrics.

Finally, Kalviyo emphasizes the need for ecommerce professionals to focus on revenue and not on clicks.


Optimize your ecommerce is a continuous process that never ends. This is especially true if you perform A / B tests constantly to experiment and adjust your worst performing pages.

Unfortunately, many marketing professionals do not understand how complex and slow the A / B tests can be. If you are not paying attention to the right metrics or do not understand what you need to change, it could be hampering your income. As a result, platforms such as Visual Web Optimizer are ideal for companies looking to refine their marketing and landing pages.

VWO is an almost turnkey solution for A / B tests. This platform allows you to create variants of your headlines, buttons, images and other key elements to generate multiple iterations. By splitting your traffic equally, you can determine in real time which variant results in the most clicks, conversions and browsing time. Through a custom control panel, you can see the results very clearly.

In addition, the platform allows users to segment their traffic, customizing their site based on the background of their visitors. In other words, different variation will be served to the different visitors based on their demographics, geolocation and origin (Facebook, Twitter, email, etc.).

Evolution 360

This web platform is designed to provide marketing insights to e-commerce businesses and other web-based businesses to help improve marketing and sales. The USP of the  Evolution 360 platform is its rich features and presentation of analyzed data. As a user, you can get insight on web leads, social Media, SEO rank, web analytics, call tracking, reports, forms, site audit and backlinks. Evolution 360 doesn’t fall into the category of free services neither is it in the category of pricey service, the platforms pricing sits between low $32/month for basic and medium $132/month for premium, in between is the standard plan at $65/month.


Marketing analytics is a must have for any web-based business that wants to operate optimally and maximize resources. Running your business without marketing analytics is similar to navigating a labyrinth blind folded. The internet is a digital labyrinth so many options to achieving results, but the good analytics report helps you narrow down your option with your audience behavior in mind.


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