For any ecommerce business, it’s impossible to know what’s working and what isn’t without the help of a robust analytics program. Problem is most out-of-the-box analytics platforms are built for website measurement, analyzing surface metrics like pageviews, time on page, bounce rate, and exit rate.
These are all important metrics for your business. But ecommerce websites are different. If the goal is to understand where you can improve your sales funnel, you need to see your customer journey[...]