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Building Your Site

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understanding analytics

squarespace analytics

Viewing your website analytics (believe it or not) can be interesting and very helpful with understanding where your visitors are coming from (Facebook, Google Search, Pinterest, other websites, etc.). It’s also helpful with knowing what devices and web pages are most popular. If one page or blog post is receiving more attention than others, explore why and maybe find ways of directing visitors to that page faster and easier.

Depending on your subscription plan, you can also track abandoned carts and retarget those abandoned carts with an automated email to remind them to make their purchase. You can also know how many of those customers actually took action after the email was sent. 

Unfortunately, we’re unable to share our own sales numbers and traffic data but here are a few screenshots explaining what you’ll find when reviewing your analytics.

Have fun! It’s addictive!

Sales Overview Panel

Sales overview focuses on 7 Key Performance Indicators or (KPIs). You can view how many sales came through by day, week, month or year. Along with what devices were used to make those transactions. You’d be surprised how many come through Tablet and Mobile!

Here's a description for the 6 key areas of your Sales Overview Panel:

1. Revenue - Revenue represents the total revenue value of all orders in the selected time filter. 
2. Units Sold - Units Sold represents the total number of products sold. Since some orders may contain multiple products, this number can be higher than Orders.
3. Orders - Orders represent the total number of completed orders. Since some orders may contain multiple products, this number can be lower than Units Sold.
4. Visits - Visits represent the total number of visits in the selected time. A visit is one browsing session on your site, which could potentially include multiple page views.
5. Conv. Rate (Conversion Rate) - Conv. Rate, or Conversion Rate, is what percentage of visits convert into orders, or Orders ÷ Visits. Conversion Rate is a good indicator of how you’re converting interest into purchases. 
6. AOV (Average Order Volume) - AOV, or Average Order Volume, is the average revenue earned per order, or Revenue ÷ Orders.

 

When switching data points, you’ll see the source graph below change as well. It’s fun to see how many devices were used, where they came from (Source), popular products, what browser and finally the operating system used. It’s very revealing to where you should focus the most energy in directing traffic (i.e. Facebook, Google Adwords, email marketing, etc.).

Traffic Overview

This is another very helpful analysis to run when trying to understand where your visitors are coming from and the percentage change compared to the previous period (days, weeks, months or years).

Positive changes are displayed in green and negative changes are displayed in red.

Abandoned Cart

Setting up your abandoned cart function is a tremendous way to automate and drive sales. This page in your analytics is helpful to see the results. Make sure you set your's up and keep reminding those shoppers to finalize their transactions! :) 

5 Stages of the Abandoned Cart Funnel

1. Carts - Carts represents the total number of visits where a customer added at least one item to a cart.
2. Abandoned - Abandoned represents the number of customers who added at least one product to a cart and didn’t complete their order within 24 hours.
3. Recoverable - Recoverable represents the number of customers who followed all of these steps:
4. Emailed - Emailed represents the number of customers who followed all of these steps:
5. Recovered - The Recovered column represents the final step in the funnel: How many abandoned carts were recovered, and the revenue worth of those carts. It tracks customers who followed these steps:

 

This is just a sample of the analytics you can view within Squarespace. Other areas such as Traffic Sources and Popular Content provide a deeper analysis into popular pages and where your audience is coming from.

Have fun with your own analytics in Squarespace (also your Google Analytics). It’s highly informative and can really shape your business goals and further understanding your audience.

Let's continue to SEO and creating great content...