Online Check Out
Posted on | October 21, 2011 | No Comments
I still think the video is quite hilarious but wrong in so many ways. If you were the store manager I’m sure you would interfere and make sure that this would never happen again – that is only because you can see what is going on in your store during the payment process.
Unfortunately that is not the case when this happens online. That is where Google Analytics comes really handy, where we can actually monitor every transaction and the user interaction with the sites’ check out process. We can monitor the above mentioned activity by implementing event tracking, setting up the goals and investigate the browser performance.
Event Tracking: The beauty about the Event Tracking is that it can track the errors that the users experience while going through the payment process, although it needs some additional JavaScript. Continuous analysing/testing/modifying the payment process can make the user experience a lot better.
Goals and Funnels: I’m not going to talk blah blah that Google Analytics can track up 20 goals, but what is important that the goals can be used to track these events or to be set up to be part of a conversion funnel or to be part of each step of the check out process. This will give us a good idea about the top exit pages and therefore the knowledge to identify/analyse/re-test/implement a solution to the problem.
Browser Performance: Monitoring browser performance can also provide us valuable information as to which browser converts better etc. and address any issues- for instance why one browser converts better than the other one etc. etc. Obvious J
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