Traffic is one of the first things you should be focused on analyzing and fixing. If there is no traffic to your site than there will be not much anything else, no sales, no conversions, no cart abandonment to analyze and fix.
But, and this is indeed a big but, the most important thing about traffic is quality. Always, always, always choose quality over quantity when it comes to traffic.
The ultimate goal of an online store is to generate a thicker wallet for you.
What's the point of leading a huge amount of visitors to your site who are never going to spend a single cent on your products? Nothing, zero, nada.
This is why you should always be on the lookout and keep track of which channels getting you the most revenue, which are the ones converting best and how much visitors they bring to your site (this is still important).
We have created the Traffic Report so you'll be able to do exactly that, even if you are not a data analyst. It's clean, it's simple to understand and on point.
If you want to dig deeper (which you should) and analyze for example the return on your individual Facebook campaigns for a specific region you can do that also.
Sessions is basically a visit. A unique visitor can have more sessions.
Online store sales is the money your customers have paid you in the given time frame. This data comes from Google Analytics, so there may be slight differencies compared to the amount shown in the Sales Report.
Conversion Rate is the percentage of the visitors who became customers vs. all of the visitors.
Orders is the number of orders that were placed in the given period. This data comes from Google Analytics, so there may be some difference compared to the amount seen in Sales or Order report.
Average Order Value (AOV) is the average value of all of the orders made in the given time frame.
Session Value is the average amount of money a single session / visit means for your site. This is a calculated metric, so you won't actually receive money after every individual visit.
1. Channel breakdown
Why it matters: Find out exactly why your marketing channels perform the way they do.
Here you can see all of your marketing channels and the most important KPIs telling the story about their performance with the changes compared to the previous same amount time frame next to the actual value (green or red percentage)
You should first go for identifying the quick wins, which can result in more revenue relatively easily.
After that you should create an order of your channels and decide which ones you want to focus on and how. (This is going to be your high level marketing strategy.)
This can be done by taking many things into consideration and seeing the big picture and the details of the performance of your channels.
You could spend endless hours thinking and analyzing this, but you should not over complicate this process. Here you can find everything you need in order to make the best decision, so go for it.
Revenue % - The marketing channels share of all of your store's revenue.
Direct revenue - The revenue coming from the marketing channels
Conversion rate, Sessions, AOV, Orders, Session value are defined in the previous chapter.
2. Sessions by Devices
Sessions and the share of the devices of all of your store's sessions shown in percentage.
3. Source Performance
These are your online marketing sources sorted by revenue share. Take a deeper look at the changes.
Sales, Conversion rate, Session, AOV, Session value, Order as defined in the 1st chapter.
4. Customer Personas
They are your top customer personas. You might want to focus your ad campaigns on these segments.
Revenue, Conversion rate, AOV as defined previously.
5. Top Regions
Sessions, Revenue, Orders, AOV, Conversion rate as explained in the 1st chapter.
If you have any questions or concerns feel free to reach out to the Support Team by using the purple icon in the bottom right corner.