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10 eCommerce Website Analysis Tools You Should Use

Do you run an eCommerce website? If yes, I bet that you have faced the issue of growing into a business. You're going steady, and then BOOM! You grew, and you didn't know what to do next. The Internet has made things easier for small businesses to grow. Although it has made things simpler, some things are still a bit of a headache, such as having to do a website analysis.

A website analysis tool can be a vital key in understanding your eCommerce website’s strengths and weaknesses. Quite possibly, the hardest part is getting started with a report in the first place, so we wanted to give you some easy-to-use tools for starting your own website analysis today.

But first, what exactly is an eCommerce website analysis report?

An Ecommerce website analysis report is a tool with numerous functions that helps you discover what is going on in your eCommerce site and how to enhance your user experience to get new consumers and boost your eCommerce store's conversion rate.

The most crucial thing you should know about this tool is that it informs you everything about your visitors, including where they came from, what they like and dislike. The results will show which pages have the highest bounce rate and which have the lowest bounce rate. This implies that this tool may assist you to analyzing your audience's behavior, so you'll know what exactly keeps them on your site.

An eCommerce website analysis tool is useful since it provides a professional look at all areas of your business and helps you to enhance sales by studying every detail. For example, suppose you offer a product online. In that case, an e-commerce website analysis report can tell you how many customers were interested in purchasing your goods but did not complete the transaction for one or two reasons.

KPIs to watch out for

First and foremost, you should have a concept of the key performance indicators (KPIs) for your eCommerce site.  If you're starting an online business, here are a few KPIs to get you going:

  • Average Order Value (AOV) - The average revenue made per order.
  • Cart Abandonment Rate - The percentage of customers who add things to their shopping cart but don’t finish the transaction.
  • Conversion Rate - The percentage of visitors that complete the targeted activity (i.e., make a purchase).
  • Customer Lifetime Value (CLTV) - The earnings that a customer generates in their time as a customer.
  • Time on Page - The amount of time that consumers spend on various web pages before leaving.
  • Time on Site - The amount of time consumers spend on your website before leaving.
  • Sessions - How many times do people visit your website each month? 
  • Product performance - Which products are selling well, and which ones aren't performing as well?

Where can you find an eCommerce website analysis tool?

There's an eCommerce reporting tool for everyone, no matter their needs. You just need to find the one that fits you best. You should know that every eCommerce platform has its own analytics reports, which are easier to read and understand than the Google Analytics reports. These reports help eCommerce business owners like you better understand your store and product portfolio and customer behavior. So, if you are using Shopify, BigCommerce, or even Magento, you should find the platform’s own analytics somewhere on your dashboard.

Of course, to supplement that data and to also monitor how you’re doing across the web, you can use plenty of other website analytics tools.

  1. Google Analytics | Price: Free

Google Analytics is a free tool that enables you to track your website visitors and understand their behavior.

The aim of any eCommerce business is to sell products. If visitors don't purchase anything, it's important to identify where and why they are leaving the site.

Abandonment and drop-off rates are inevitable in any ecommerce business, but Google Analytics can help you identify the reasons behind it so you are able to optimize your website.

You can easily install Google Analytics into your website. Once it's installed, you'll be able to track how many visitors come to your website, where they come from, what percentage of visitors make purchases on your website, what products are most popular and much more.

  1. Piwik | Price: Free

Piwik is a free online analytics tool that provides many of the same capabilities as Google Analytics including: Visitor Logs, Search Engine Reports for popular search engines (Google, Bing, etc), Referring Sites Report (top referring sites), Content Reports (most viewed pages), Custom Reports (create custom reports based on any dimension or metric), Goals Management (track conversions).


Its ability to track customer behavior across many devices is one of its most beneficial capabilities for eCommerce businesses. This is especially handy for small businesses who lack the funding or tech-savviness to put up a complex tracking system.

Piwik is very easy to set up, has a simplistic dashboard, and provides detailed information about your site visitors. It also allows you to set goals that can help you determine how well your site is performing.

  1. Statcounter | Price: $0-399/month

Besides a visitor counter, this tool provides information on traffic sources, pages visited, and how visitors engage with your website. Using this tool, you can compare the performance of various websites side by side.

As a small business owner, you need a tool like Statcounter to help you discover the areas of your website that are functioning well and those that need development. Your website may be optimized for greater sales using the premium version's ability to examine conversion rates, which can help you detect consumer trends.

  1. SimilarWeb | Price: Free

Similarweb collects data across many websites, including news sites, blogs, and social networking pages, making it a useful tool for determining which sites are providing traffic to your site.

SimilarWeb can help small businesses with their eCommerce websites in several ways. First, it can show you where your traffic is coming from — and if it isn't organic, you may need to improve your SEO. Second, it will show you who is linking to you, allowing you to thank them and possibly request a more visible link. Third, it will show you the keywords your website ranks for, allowing you to adjust your content strategy and include more relevant keywords.

Similarweb also has mobile app tracking capabilities so business owners can keep tabs on how their mobile apps are performing in app stores like Apple’s App Store or Google Play. There’s even a Chrome extension that allows you to see how similar sites rank when you visit them.

  1. Kissmetrics | Price: $120-$600/month

By showing you the most popular pages on your site and the most popular paths shoppers take, Kissmetrics makes it easier than ever to figure out what makes people buy or not buy from your site. Kissmetrics shows each visitor's “profile,” which includes actions like viewing sites, creating accounts, and adding items to carts.

Kissmetrics also offers information on your customers' general demographics, such as their age and gender.

Another useful feature is the ability to create segments of shoppers based on their interactions with your site (i.e., those who have made purchases). You can then compare sales between these groups and make changes accordingly.

Kissmetrics is one of the most popular paid tools among eCommerce site owners, and it has several features tailored for increasing online conversions.

  1. Mixpanel | Price: $150-$2,000/month

Using Mixpanel, you can see your site's performance in terms of sales funnels and track which pages are resulting in conversions. Mobile and app tracking are also supported by this tool.

Mixpanel's ability to separate reports at the advanced level is one of its most valuable features. Although you'll need some programming knowledge to do this, you'll be able to segment your clients in ways that typical eCommerce reports can't.

Learning how to use a strong platform comes with a heavy price. Despite its power, Mixpanel is not the most user-friendly tool for small business owners. As a result, if you don't have technical experience, you'll need to engage a developer or consultant to set up Mixpanel effectively on your website.

  1. Visual Website Optimizer | Price: $49-999/month

Your e-commerce site can benefit from using an A/B testing tool such as Visual Website Optimizer. As a small company owner, it's a fantastic tool since it allows you to split-test every aspect of your site. This includes headlines, layouts, photos, colors, and pretty much anything else.

 It works with desktop and mobile sites, and you can use it on other websites, such as WordPress or Shopify.

When you're finished, Visual Website Optimizer creates a report that shows you how many people visited each page, which one had more conversions, and how much money you made as a result. The tool also suggests areas of improvement based on statistical significance.

The platform is easy to use and navigate. It provides several options for creating tests beyond just A/B testing, like multivariate testing (MVT) and split URL testing.

  1. Optimizely | Price: Upon inquiry

If you want to give your customers a more personalized shopping experience, Optimizely's eCommerce features can be a good tool to do it. Its platform is based on A/B testing and experimentation in order to generate more authentic experiences and, as a result, boost conversion.

Here are a few examples of what you can accomplish using Optimizely:

  • Optimizely lets you test and modify your website to address the needs of your visitors, which leads to a better eCommerce conversion rate.
  • Take a look at how experiments are going in real-time and how they are affecting conversion
  • Improve your search marketing: If your company uses Google Advertisements, Optimizely will show you which ads are the most effective. With Google's Keyword Planner Tool, you'll also be able to make your landing pages more appealing to users based on what they search for (which is free).
  1. Glew.io | Price: Starts at $79/month

If you have a small business that is just starting out, you need an analytics solution that is simple to use and understand. Glew.io is made to be simple enough to use by anybody, regardless of technical skill level. This makes it a wonderful choice if you are just beginning your eCommerce venture or want to get started with a modest yet effective analytics platform.

Ecommerce businesses can use this tool to track sales trends, consumer behavior, and best-selling products. To help online company owners make better decisions, Glew.io gives actionable insights based on the data collected.

This allows you to take action based on your current data instead of having to wait around for information that may be outdated by the time it reaches your inbox.

As your eCommerce business grows, Glew will continue to provide meaningful insights that allow you to make more informed business decisions that can scale with your business as it grows and evolves over time.

  1. Supermetrics | Price: Starts at $39/month

Supermetrics takes data from a number of sources to determine which campaigns and channels are increasing your conversions and revenues. It's more of a marketing analytics tool than solely eCommerce software.

Supermetrics reduces the amount of time you need to spend gathering data, allowing you to devote more time to analysis, optimization, and the development of new marketing strategies.

Supermetrics links numerous systems such as Facebook, Google Analytics, Google AdWords, etc. In other words, all of this information has been gathered in one spot. You'll be able to see patterns and make more informed judgments as a result.

You won't have to switch platforms or download reports for analysis anymore. Supermetrics takes care of everything.

Next steps?

The above options offer multiple ways to track your conversions and your KPIs. It can be difficult to pull the trigger and start using one of these tools, but the rewards are often worth it. The feedback you receive through analytics tools could help you change the strategy behind your eCommerce site, resulting in a better user experience.

Choosing the right analytics tool is important. You want to get it right the first time. Do you already use Google Analytics? If so, that’s probably a good place to start. It’s easy to use and integrates with your existing Google account. Need a bit more control over your data? Mixpanel is another great option that takes things a step further by allowing you to track events, like purchases or product views, and determine how they affect your business.

We also love the Shopify Reporting tool, which gives you decent tracking and metrics stuff too. And it’s all right there in your admin! No set-up required.

Need eCommerce Solutions?

If you need an eCommerce website built on BigCommerce and Shopify, or any eCommerce solutions developed, please contact us at 713-805-5888, email us at [email protected], or leave us a message here.

With over 400 clients served, Webinopoly is a leading web development agency with an experienced team of designers, developers and marketers. Webinopoly combines a deep understanding of the eCommerce industry and its latest trends with proven success in building attractive and successful online stores. We specialize in custom BigCommerce and Shopify theme design, website development, marketing and SEO.

If you’d like to learn more about what we can do or view our portfolio, please click on the links below:

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