When it comes to ecommerce analytics tools, we hate to brag, but we are the experts. This is one of our primary areas of focus, having spent a lot of time helping people gather and analyze the data they need to make the most of their ecommerce websites. It’s not just tooting our own horn, but through our research, Crazy Egg is the best ecommerce analytics tool for most people. It clearly reveals the actions customers are taking on your website and it closely measures conversion rates.
The Best Ecommerce Analytics Tools for Most
Collecting data about how visitors are interacting with your ecommerce website isn’t enough. The best ecommerce analytics tool has to make it easy for you to understand the information, so you can take steps to improve your site. That’s exactly what Crazy Egg does.
This platform gives you significant help by recording every interaction a visitor makes with your site, including data as precise as the movement of the visitor’s cursor, which it displays in a heatmap. Crazy Egg even delivers an A/B tool that helps you visualize how any changes you make to your site will affect customers.
The Best Ecommerce Analytics Tools to Consider
- Crazy Egg – Best ecommerce analytics tool for most
- Google Analytics – Best for newcomers
- Kissmetrics – Best for testing marketing strategies
- Mixpanel – Best for tracking complex data
- Woopra – Best for tracking the customer journey
When It Makes Sense to Invest in Ecommerce Analytics Tools
Certainly, ecommerce analytics tools aren’t cheap. You may be leery about spending money on a subscription.
Where ecommerce analytics software provides benefits is in the ability to generate data about how visitors to your online store are behaving. In a physical retail store, you can see which products customers are considering and can answer questions face to face. With your online store, though, you need tracking data to help you figure out how visitors are using the site.
That’s where ecommerce analytics tools enter the picture. They collect data about how visitors navigate your site, creating valuable insights for making improvements. These changes should drive better sales and higher rates of conversion.
These tools go far deeper into conversion data, helping you determine the conversion rate by product category or by individual products. You can use this data to create specific and detailed marketing campaigns.
Then, if someone enters your site by clicking a link in a marketing email, the analytics tool can give you data on things like whether the customer completes the purchase, whether the customer explores other aspects of your site, and whether the customer buys other items. The tool also can give you an idea of your customer acquisition cost and your return on advertising spending.
When a visitor to your online store puts items in the shopping cart but never completes the purchase, it is among the most frustrating aspects of running a site. Your ecommerce analytics tools will provide data as to why someone doesn’t finalize the purchase. Is your site’s checkout process too long or complex? Are your shipping fees too high? Are you missing a popular payment option? The analytics tool can measure where in the process the visitor abandons the cart, giving you insight for making smart changes.
#1 – Crazy Egg – The Best for Most
As you may guess, we are intimately familiar with what Crazy Egg can do. That said, we are not the only ones who rank Crazy Egg extremely high versus other ecommerce analytics tools. More than 300,000 websites use Crazy Egg, and you can read some of the Crazy Egg case studies and customer testimonials.
Crazy Egg consistently receives high marks from reviewers because of its user-friendly design. You can figure out what the data is telling you through easily digestible heat maps and scroll maps. These visual tools give you the potent data you need at a glance.
With Crazy Egg, you receive a significant amount of data about each customer’s visit, down to the individual cursor movements they make. These items can help you determine whether you have an optimized layout on your web store.
If you want to make changes to your site design, Crazy Egg’s A/B testing tool will give you an idea of how proposed changes to the site will perform. You can test and iterate to your heart’s content and then roll out changes with confidence.
You also receive traditional sales and usage data that help you keep a close eye on the performance of your site overall.
Ultimately, Crazy Egg delivers exceptional data tracking features for your online store and presents the data in an easy-to-understand manner. Nearly any online store can use this type of information, and that’s why we selected Crazy Egg as the best choice for the majority of users.
Even better, it’s free to try for 30 days, so you can gain a feel for how Crazy Egg helps you before you commit any money.
#2 – Google Analytics – The Best for Newcomers
Best for Newcomers
If you are new to the idea of making use of an ecommerce analytics tool, you may want to try out a tool before committing money. Google Analytics’ is free to use, while delivering great features. Some users will pair this tool with a pay tool for maximum data analysis.
If you are someone who is new to the world of ecommerce and online stores, you may be looking for a simple and—importantly—free option for measuring your visitor data. Google Analytics is a great tool for newcomers, because it provides the basics for measuring your site data. But it also remains free to use forever.
Additionally, should you choose to migrate to a pay service that has more features in the future, you can continue to use Google Analytics as a supplement. The ability of Google Analytics to work with other ecommerce analytics tools is especially good for newcomers, as they won’t feel like they are wasting their time by starting with Google Analytics and utilizing another tool later.
Admittedly, Google Analytics isn’t going to give you the level of detail in the data that it collects versus some of the others on our list. But you can quickly see the basics about your site’s visitors, such as cart abandonment percentages, sources of traffic to your site, and which pages are sticky.
These are valuable starting points for any online store looking to grow. So, get started on the right foot by setting up your free Google Analytics account today.
#3 – Kissmetrics – The Best for Testing Marketing Strategies
Best for Testing Marketing Strategies
If you are going to spend money on a marketing campaign for your online store, you also need to have tools in place to track the results of the campaign. Kissmetrics excels in tracking the response of your visitors to your marketing efforts.
Beyond the basic visitor tracking statistics that you find with typical ecommerce analytics tools, Kissmetrics provides specific features aimed at helping you with your marketing. Whether you have interest in an email campaign, a targeted ad campaign, or some other sort of marketing strategy, Kissmetrics has multiple avenues to help you.
This tool tracks the results from your marketing strategies, so you can see what demographics are responding most favorably to campaigns. You also can find tips and suggestions for improving future email marketing and other campaigns.
If you are unsure what kind of marketing push is going to give you a better chance at success, Kissmetrics offers an A/B feature to test strategies before they go live.
Once you can see what kinds of marketing campaigns are working and how they are working, you then can use Kissmetrics’ other measured data to fully maximize the performance of your online store.
Kissmetrics is powerful stuff, but it doesn’t come cheap. Find out if it’s the right fit by requesting your free demo.
#4 – Mixpanel – The Best for Tracking Complex Data
The majority of ecommerce website owners will want to track the same types of data, such as customer retention and average order value. However, if you need to see some non-traditional data from your site, you will want to consider Mixpanel.
You can use Mixpanel’s basic data tracking features to see how visitors are interacting with your site. Then, Mixpanel also gives you the ability to integrate with tools like Amazon Web Services and WordPress to measure data that goes way beyond the basics. Mixpanel also allows for the tracking and displaying of advanced segmentation data in its reports.
You will need to add code to your site that allows the integration between Mixpanel and the various features of your online store. This extra coding will enable some of the advanced data tracking features. It can be challenging and time consuming to do on your own, though, and you may need to hire a developer to create the code.
One oddity with Mixpanel is the way that it charges you for your subscription. It creates your monthly fee based on the number of visitor actions on your site, which can make it tough to budget your cost accurately each month. You end up paying more as your website becomes more popular.
However, there is a free version available for those who want to try the service. So, if this level of granular data is appealing, give Mixpanel a test drive today.
#5 – Woopra – The Best for Tracking the Customer Journey
Best for Tracking the Customer Journey
If you seem to have a high level of customer traffic at your ecommerce website, but you are struggling to convert those visitors into paying customers, Woopra’s tools can help. They will closely track the way your visitors are using the site, looking for clues as to why they aren’t buying.
Although both online stores and in-person retail stores strive to make as many sales as possible, they must go about the process differently. Your online store doesn’t give you the chance to directly ask site visitors why they were just browsing and not buying. All ecommerce analytics tools attempt to help you answer this question, but Woopra has an especially strong focus in this area.
Woopra starts its data collection by diving into every aspect of the customer journey on your ecommerce website, measuring the typical amount of time a customer spends on your website and looking for patterns.
When a customer abandons a full cart or simply doesn’t purchase, Woopra can give you insights on the where, when, and why of their choice to leave, helping you spot any patterns. You then can make changes to your site to try to address these problems.
Beyond its specific tracking for customer shopping interactions, Woopra will measure the basic ecommerce analytics for you as well.
Methodology for Choosing the Best Ecommerce Analytics Tools
Although Crazy Egg is our top pick as the best ecommerce analytics tool for most users, we know it isn’t perfect for everyone. That’s why we focus on a variety of areas in selecting the tools that make our list. We want you to be able to figure out which ecommerce analytics software will best fit your needs.
An ecommerce analytics software needs to package and deliver the data you want in the format you need. If you are a highly technical person, you may prefer to see the data in a spreadsheet-like format. If you prefer charts and graphs, a visual representation of your data will serve you better.
Some of the best tools will give you the ability to set up the data presentation in a format that matches your preferences. If more than one person in your organization will be viewing the data and making decisions based on it, each person should be able to visualize the data in a personalized way.
Level of Detail
If you have a small online store, you may prefer a simple ecommerce analytics tool that gives you generalities about the data. If you don’t need highly complex data, you may be able to save some money with a tool that delivers just the essentials.
However, if your ecommerce site has multiple sections and product categories and needs to be able to measure each of them separately, you will need a more complex tool. You may have to pay a bit more for this, but receiving access to specific data that measures the actions of your visitors within each section and product category on your site can be invaluable.
Suggestions for Improvements
Once your ecommerce analytics software tool delivers the collection of data about your site visitors, what do you do with it?
You may prefer to interpret the data yourself and make decisions about how to proceed. Alternatively, you may want actionable suggestions from your analytics tool for making improvements to your online store.
Ecommerce analytics tools may be able to make suggestions on product pricing and placement to improve your revenue without driving customers to your competitors. The tool also may be able to help you with ideas for personalizing the customer experience at your site, enhancing the chances of a visitor making a purchase.
The Top Ecommerce Analytics Tools in Summary
Our recommendation for the best ecommerce analytics tool is Crazy Egg, which delivers tons of data in an easy-to-decipher format. However, we also know that many customers will make use of Crazy Egg and Google Analytics together.
Whether you pick one or a few of these tools to run with your online store, the key is collecting as much highly useful data as possible. Your analytics software can help you put this data into action, giving you the best chance of driving success and growth in your online store.