Google Analytics is good and it’s free so it’s double-plus-good. The things that can be measured include the drop-off rates for your checkout process, revenue by source (e.g. which website has sent you the most money).
Recently at JJB I’ve been taking it a step further by using GA to analyse the problems people are having with our site.
The first measurement I’ve added this week, checks how many people try to add an item to their shopping basket when the product size is out of stock. For this to make sense, you have to realise that our website has a select menu on the product details page where the user selects their desired size and if that size is in stock the add basket button becomes visible as does the select quantity option. When stock is not present the user is told so.
The second and more important measurement, from a usability point of view, is the counting and aggregation of the error messages the users on our website get. To be honest, this information isn’t giving me too big an insight as I am aware of a lot of the problems (thanks to Usability Testing with real people) but they do add weight to my suggestions to change the site in places.
How it’s done
Simply add this code to your page:
It’s still early days for this data but hopefully, it will not only highlight issues I’m aware of but issues that I’m not and it goes to show how you can use Google Analytics to be even more valuable than it already is.