The ecommerce industry is saturated- down to every niche nook and cranny, there is so much competition from dropshippers, to pure players, to retailers looking to capitalize on their brick-and-mortar success.

With the amount of competition that currently exists, and with the fact that the number of emerging stores isn’t slowing down, it’s important to optimize each and every aspect of your site.

Your data can show you where you need to optimize- and not only in terms of UX, but in terms of customer journey and experience too.

But how will you be able to use your data effectively if you aren't regularly tracking it?

This is where data reporting for your ecommerce site comes in. With data reports, you can track your data easily and effectively, allowing you to make better decisions about your online store.

These reports will help you understand:

  • Your data in a more tangible way that will show you where your ecommerce store is in need of optimization
  • Which channels need more or less of your focus, and which are performing better than others
  • Where there are key opportunities for improvement and optimization

There are 3 key data reports that you should be keeping for your online store, so I’m going to cover:

  • Each data report and why it’s crucial to the success of your online store
  • What metrics to combine for each report to be effective
  • Practical examples of each data report, and how to use them
  • General examples on how to interpret the data from each report

Regularly keeping these data reports for your online store will help you track the success and growth of your online store.

The Customer Behavior Data Report: Plugging the Leaks in Your Sales Funnel

What the Customer Behavior Report Can Tell Us:

The customer behavior data report will break down how your customers behave once they visit your site. It’s also especially useful for showing certain weak spots throughout your sales funnel.

What KPIs to Use:

The following KPIs are perfect to keep a handle on your customer behavior:

  • Visits: How many customers came to your site (including recurring visitors)
  • Device: Because customers behave differently based on the device they use
  • Bounce Rate: How many visitors left your landing page without continuing on through your site.
  • Failed Discovery Rate: Also known as Browse Abandonment Rate, this shows you how many of your customers left your site while looking at your products without interacting with your checkout process.
  • Checkout Abandonment Rate: This is a crucial metric that shows exactly how many customers left while still in the checkout process.
  • Conversion Rate: This metric shows exactly how many of your customers got all the way through your sales funnel and purchased from you.

I’d like to note here that visits or traffic by itself is a vanity metric, and it doesn’t provide much of anything by itself.

Unless you have a 100% conversion rate- in which case, bravo!

Back to reality, traffic is great- but it’s only by combining traffic with actionable metrics (like revenue, conversion rate) that help us make concrete decisions that makes the KPI valuable. I use it in these reports to keep perspective on the potential for conversion.

How to Use it Practically:

Let’s take a practical look at what this kind of data report would look like:

data reports customer behavior report

Source: Divvit Analytics Explorer

Device is a key KPI in this case, because we have a lot of visits coming from mobile, and we can see key differences between the different customers based on device. Here, I’ve filtered only for Google AdWords to make it simple to see.

For example, this channel is particularly strong at attracting mobile users: mobile is bringing in three times the traffic of desktop and tablet combined. We can see is that customers spend less time on your site from mobile (as pageviews per visit and average visit length are the shortest of the three devices) which is normal because mobile users tend to have a quicker experience.

We can see that your offer is pertinent to mobile users- the bounce rate is at a low 28.5%. Your UX is also well optimized on mobile- as your browse abandonment rate is lower than that of desktop or tablet as well.

However, when we look at the checkout abandonment rate and the conversion rate, we can see an issue. While a 67% checkout abandonment rate is well-within the average for the ecommerce industry, it’s far higher than that of other devices. This might indicate a UX issue during checkout for mobile users.

That issue could be as important as a slow loading time (also known as the mobile kiss of death), or as simple as not offering the preferred payment option for these users. Regardless, there’s a clear issue we can see, and a huge conversion leak for you.

Fixing it could get your mobile conversion rate up to the level of desktop, or even tablet, and with the traffic this device and channel are already bringing in, it could make a significant impact.

While data reports are useful in spotting UX issues, they can also help you spot key ROI opportunities by using this next kind of report.

The Orders & Revenue Data Report: Spotting Revenue Opportunities

What the Orders & Revenue Report Can Tell Us:

The orders and revenue data report is great for showing us exactly where we are and aren’t making money. This report relies heavily on attribution modeling for accuracy, and using it correctly can help you spot opportunities for revenue growth through average order value.

What KPIs to Use:

The most crucial KPIs for this report are:

  • Visits: This metric shows how many people visited your site (including recurring visits)
  • Order Count: This details exactly how many orders came from each channel (depending on your order attribution)
  • Revenue: This includes the revenue from the previous orders by channel
  • Average Order Value (AOV): The AOV is the average of your revenue divided by the number of orders. This shows you how much your customers spent on average per order.
  • Conversion Rate: Your conversion rate is the number of people who ordered from you divided by the number of visitors.

How to Use it Practically:

So let’s take an example of an orders and revenue report:

data reports orders and revenue report

data reports orders and revenue report

Source: Divvit Analytics Explorer

Here we have a few strong channels, and a few weaker or non-performing channels. For now, let’s focus on the channels that are driving something for this store so we can spot growth opportunities.

The top two non-direct channels that are driving revenue are organic Google search and organic Facebook.

Revenue is an actionable metric, so let’s think critically about how we can improve revenue from each of these channels. Organic Google search has a great conversion rate, and a pretty decent AOV at € 71.37. However, the AOV, while good, has potential to do better as it’s a bit lower than the site average.

Improving this channel’s AOV is a great way to boost your revenue as it’s already doing well in conversion and visits.

The second channel with a lot of potential is organic Facebook, which is our second highest revenue generating channel. Again, the AOV for Facebook isn’t fabulous, but the bigger problem is the conversion rate from this channel, at only 0.85%.

We know that this is a bit of an issue, so we should definitely work on targeting our Facebook audience so that it’s pertinent to our offer, and vice versa. Also, offering Facebook exclusive offers or free shipping can be a great incentive to complete the purchase.

Protip: Over 95% Facebook users are browsing via mobile. So combine this report with a customer behavior data report to make sure there aren’t UX issues.

There are tons of other opportunities here, but these two are just examples of how you can use the orders and revenue data report to make better decisions about your marketing campaigns and channels that generate more revenue.

And you what one of the best ways to boost your ecommerce revenue? Reducing your costs.

The Marketing Cost Data Report: Where You Can Cut Costs With Channel Auditing

What the Marketing Cost Report Can Tell Us:

The marketing cost data report is crucial to the success of your ecommerce store: it shows you how much you’re spending on each channel, which channels are really performing for your store, and where you can improve your ROI.

What KPIs to Use:

  • Marketing Cost: How much you’ve spent on marketing channels during the time period you’ve selected
  • Cost/Visit: How much you spend per visit you receive
  • Cost/Order: How much you spend per order you receive
  • New Customer Count: How many new customers you acquired over this time period
  • Customer Acquisition Cost: How much it cost you in marketing spend to acquire new customers
  • Revenue: How much revenue you made during this time period
  • Marketing ROI: Your overall return on investment from this time period

Note here that cost per visit is optional. Cost per order is what really tells us what we need, but if you want to include it for more insights, you can.

How to Use it Practically:

So let’s take a look at a marketing cost data report to see how we should use it:

data reports marketing cost report

Source: Divvit Analytics Explorer

So here, we’ve got two paid search channels and a paid retargeting channel. The email marketing channel is by and far the most profitable paid channel, but it falls into a league of its own as customers who have given you their email address are in a totally different stage of acquisition. So let’s focus on the first three for now.

Of your paid search channels, we can see that Bing Ads has the highest ROI, bringing in £10, 594.38 for  £4,718.64 spent. At a 108.4% ROI, we can see that this channel is probably worth a bit more budget allocated to it.

With that said, though Google AdWords isn’t performing as well, it’s still bringing in 18 times the amount of orders that Bing Ads are, and an extra £25,000 in revenue (minus the cost). While the ROI isn’t nearly as strong, this is a huge revenue driver for your online store.

In this case, if your AdWords campaign is driving sales, but underperforming in terms of ROI, it might be worth it to optimize your AdWords campaign through Dynamic Search Ads, or hire an AdWords expert to rework your campaigns.

Criteo is performing decently too, at a 94.85% ROI. However, one of the biggest questions that you need to ask yourself is if the channel is worth the extra £ 1300 of revenue that it generates? While it’s performing better than Google, it’s not bringing in even the same amount of orders that Bing is.

Combining this data report with an orders and revenue report will help you make the best decisions about how to move forward with these campaigns.

Key Takeaways

Data reports are crucial to making better decisions for the optimization of your user experience and revenue/ROI opportunities. Being able to regularly track and measure these KPIs within their context is a great place to start, but by combining these reports together, you can get a clear view of the next decisions to make.

By combining these metrics together, you can avoid focusing on vanity metrics and keep your sights targeted on the metrics that have the biggest impact on how much money goes into your pocket.

What data report is your go-to? Do you combine your KPIs in a different way?

Let us know below or Tweet us!

This article was written based off our webinar: How to Optimize Your Ecommerce with 5 Data Reports.


Whitney Blankenship

Content Marketing Manager
Whitney Blankenship is Content Marketing Manager at Divvit. When she’s not creating awesome content, she’s reading up on the latest in Social, Digital, and Ecommerce trends. She’s also the fastest Googler in the West!
Whitney Blankenship is Content Marketing Manager at Divvit. When she’s not creating awesome content, she’s reading up on the latest in Social, Digital, and Ecommerce trends. She’s also the fastest Googler in the West!