Ok so one of the most important things that you can do on an e-commerce website is to analyse how your pages are performing, especially in relation to your checkout process. This can give you a birds-eye view into which pages on your site (if any) are causing customers to abandon the checkout process just as they are about to take out their credit card. This scientific analysis of page performance reaps many long-term benefits and is a must for any site where the sales are not being clocked up despite a decent amount of site traffic.

In a blog post back in March, (“First Things First – Examine the Analytics Data & Establish the Facts” I wrote about a friend of mine who has an ecommerce website which had a fair bit of traffic but not many sales.

Since then we put a Google Analytics Goal Funnel in place on the checkout funnel pages to examine what site users were doing when they got to the point of checking out on the site. A screenshot of a one-month view of the funnel is below. Read the rest of this entry »