2. What are visitors looking for? Your checkout page can tell you only where you've succeeded, not where you've missed an opportunity. Search keyword reports and internal site-search reports can reveal what people are seeking, not just what they've found. Another crucial metric is your cart abandonment rate: the percentage of customers who put items in the cart but left your site before checking out. Use it to find if something's amiss with your checkout process.
3. Where are visitors landing, bouncing and viewing? The assumption that user experience begins on the homepage drives many designers to waste hours of work in the wrong place: for customers entering your site through a search engine, you have multiple homepages -- not just a single entry point. Your Top Landing Pages or Top Entry Pages report will tell you where your real "homepages" reside, so you can focus your design work there. Analytics will also tell you which landing pages have the highest bounce rate – pages on which people landed, looked around and left. And through your Top Viewed Pages report, you can see what content interests your customers -- or doesn't.
4. What are your website's trends over time? Analytics can help you understand what drives your performance up or down. E-commerce tracking shows the number of orders placed and the value of those orders, and by segmenting your data over different timelines, you can see subtle buying habits that could have otherwise gone unnoticed.
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Do you currently pay attention to the data that you get with StoresOnlinePro or StoresOnlineExpress? Do you or have you used Google Analytics? What are some key insights that you've learned or want to learn as you study the analytics data?