As a beginning note, many shots from this article have been taken from Wick Creative’s ROI dashboards (built upon Cyfe) which allow you to plot complex stats side by side from many sources. We can help you create one for your business & there are 0 monthly fees. Call us if you’re interested to hear more – 303 578 9425.

Conversion rates by device type

1. Conversion Rates by Device Types

In general I think most store owners know that conversion rates are an important stat to watch; many decisions on user experience will be driven by this stat. In today’s ecommerce world, mobile traffic is a way of life–most of our clients’ sites are seeing nearly 50% of all traffic coming from mobile devices. Mobile shoppers and Desktop shoppers are very different, and even with the simplest of responsive themes, the experience for them will be vastly different. Which all leads us back around to conversion rates: every store must be splitting this stat out to get a better understanding of how their shoppers are interacting with their shop.

How do I gather it?

This one is relatively easy to find and happily you’ve already been gathering it. In your google analytics you just go to Conversions > Ecommerce > Overview–this page can look different based on whether or not you’re using enhanced ecommerce, but both versions will have your conversion rate right there. Now in the top segments (probably defaulted to “All Sessions”) change it to “mobile traffic” or to “tablet and desktop”. Now all your stats will be filtered down to see your conversion rates for the selected device type.

What can I do with this info?

As mentioned previously, conversion rates are a great way to begin to look at the effectiveness of your user experience. With your conversion rates split out by device type you can be very granular with how the experience is working (or not working) for your different shoppers. We use this information many times to look at trying google experiments around navigation changes, purchase path simplification, or even to assess if a site has been hit by “mobilegeddon”. This stats can be such a great one-line barometer for user experience and market interest.


define your ecommerce personas

2. Top Personas Activity

This is such a crucial aspect of every store and most have never defined and monitored the activity. What is a Persona? A persona can be any set of demographics or behavioral activity to define a set of users. If you ask any business owner to explain their top customers, they usually can give you a vague idea but have never stopped to check the stats to see if they’re correct or, more importantly, if there is another persona out there that’s possibly performing even better.

How do I gather it?

Unfortunately many stores have probably not been capturing this data in analytics. It requires turning on this feature in analytics and beginning to monitor this data. For more information on this process you can go here or contact Wick. Once you have this data, a great place to begin (the screenshot above) is Audience > Demographics > Age. On that page set a secondary dimension of Gender (found under user). From this page you will be able to see all your sales and conversion rates per audience segment.

Advanced Tip: So let’s say we find that 65+ Women convert at a very high rate– that’s great info. Now go deeper! Make a custom segment above for those exact demographics and filter all your stats by that starter persona. Now go see what area of the country or world they are mainly located in and what products they like most. Use this additional information to really build robust personas. We help our stores create these and then make dashboard elements to watch the activity of these key personas.

What can I do with this info?

I put this one as #2 simply because there is SOOOOOO much value here. We love talking clients through these as it generally makes their minds almost blow apart with possibilities. Remember all that advertising you were doing that wasn’t very effective? Maybe you just needed to have that ad spend only show to this persona which is converting at a 3x higher rate? Would that ad campaign have had a better ROI with 3x better conversion rate? We would figure so. Knowing your consumer personas and catering to them is where the magic happens.


watch your analytics enhanced ecommerce shopper behavior

3. Your Shopper Funnel / Shopping Behavior

This is a stat that shops which also have brick and mortar stores are usually quite dialed into. I think much of that comes from the process of designing and managing a physical space. In a physical store if you found that one area or display never worked, you’d change it. This is exactly what shopper funnels can do for your ecommerce store. In the image above we are looking at the base funnel and you can quickly see how this can help define opportunities for improvement.

How do I gather it?

This feature requires enhanced ecommerce to be activated within your analytics. For more information on how to get that going head over here or contact Wick. Once you have that gathering data (again this is a listener, meaning unfortunately you won’t have historical data if you just turned it on) go to Conversions > Ecommerce > Shopper Analysis > Shopping Behavior. From here you’ll be able to see your base funnel and can start to see areas where you might be getting more drop offs than expected.

Advanced Tip: I’ve got 2 juicy advanced tips for you here.

  1. From the page mentioned above you can click on each of the abandoned areas (people who added to cart and didn’t go to checkout) and you can quickly build segments off of these customers. This will allow you to see that segment’s actions and start to dive into the reason they got so far but bailed. These are amazing segments to have.
  2. So let’s say you have those segments mentioned in my first advanced tip. Did you know you can now build remarketing lists based on these customers! Right! Wouldn’t it be valuable to remarket (head over here to learn about remarketing) to a certain group of users that got to a certain level in your sales funnel? Spoiler alert, the answer is “Hell Yeah!”

What can I do with this info?

I somewhat stole my own thunder already in advanced tip #2, but yeah, remarketing to these segments is a MUST DO for all ecommerce shops. The cost is crazy cheap and ROI is usually much higher than standard advertising. Just as important though is watching how your customers are going through your store. If you find that they always get to a certain place and leave, well… change it. You can make funnels that start at different steps (say, per product collection), and you can learn how different sections of your store are working. This is the equivalent of seeing that the sales staff in the sporting goods section is crushing it, where as the home goods staff is lagging. As we mentioned in the beginning, I think this is why the brick and mortar club seems to grasp this so well.

average order size and average quantity

4. Average Quantity & Average Order Size

I know what you’re thinking: “HEY you’re cheating. This is 2 things!” Well, yeah you’re right, but I’m writing the article here so deal with it. I put these together for a solid reason: these stats (more than possibly any other) have the ability to grow your store to the next level. Watching your average quantity and average order value is imperative.

How do I gather it?

If you have ecommerce analytics, then you’ve got it, yay! This is going to be located on the same page as the conversion rate – Conversions > Ecommerce > Overview. Again this page is different based on if you have enhanced ecommerce analytics or not, but either way you’ll still have these two statistics.

What can I do with this info?

Many clients come to us with a single request: help us grow. Most stores are looking outside instead of inside though–advertise here, sponsor that. For many the answer is right under their nose. If your average order size or average quantity went up by 20%, what kind of effect do you think that would have? “So I hear you, but how?” you ask. “Staring at a stat line for 5 hours doesn’t make it change.”  This is where you start to get creative and leverage your personas above. We are currently loving Buy X Get One app as we can begin to direct tasty offers towards users activity that we can already see working. A bonus tip is to look in Shopify’s reports for your store, scroll down and go to “Cart Analysis.” This is a great bunch of stats. For people who added a certain item, this will tell you what other items were likely for them to add. You know what to do.


return shoppers are the key!

5. Returning Shoppers Activity

For most of our clients, return visitors convert at almost 50% higher than first timers. This probably doesn’t come as too much of a surprise to anyone, but too many stores don’t spend much time monitoring the progress of this group. This is easily your most valuable segment and maximizing their presence on your store is the first step to seeing increased gains.

How do I gather it?

Happily we all have this data and you can access it anywhere. We like to post this data side by side with first time users to see how our return users are stacking up and what percent of sales they account for. This will give you a good grasp of how your product lifecycle is and how strong your brand presence is. A great tool is to use the google segment for “Returning Users,” filter all your data by that segment, and begin to get deeper from there.

What can I do with this info?

This info is going to be your yardstick for how well your marketing efforts are doing, especially for email marketing and transactional email. We want to monitor those efforts and continue to push the needle higher, so watching and reacting to these numbers is vitally important to taking your campaigns up a notch.



Wow, you made it all the way through. I’m proud of you. You obviously care about this stuff… us too. Obviously there’s no silver bullet to ecommerce: we have to dig in and make smart decisions. We hope this article empowers you to have the right information at your fingertips and make smart decisions with your store and marketing. If you’d like to talk through any of your ideas we’re happy to be your sounding board. Give us a call at 303 578 9425 or fill out a quick form.

Scott Wickberg

Owner / Creative Director

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