Nov 4

Written by: James Burke
Saturday, November 04, 2006

Dinamic Ceramics is the North East’s leading producer of English bone china and ceramics - http://www.dinamic-ceramics.com

Dinamic Ceramics have integrated Google Analytics into their website and use it to monitor visitors and their buying habits.

Google Analytics allows the creation of “goals” where a metric can be reported if a visitor reaches that goal. One such goal for Dinamic Ceramics was knowing how many visitors make it through to the online shopping cart.

This goal tied in with search engine optimisation and search engine keyword conversion statistics can provide information on how visitors first found the website and product being sold and what route they then took through to the shopping cart.

Looking at the Google Analytics data today for Dinamic Ceramics an example of this “hanging together” stood out immediately:

• The keyword conversion list showed that somebody had typed “Northumbria coasters” into Google, found a link to Dinamic Ceramics on Google which they then clicked to bring them into the online store
• Looking then at the “reverse goal path” within Google Analytics we can see visitors who ended up in the shopping cart and trace back how they got there
• An order placed via the shopping cart and online payment processing by a third party closes this online information gap of promotion, offer and sale

Keywords, Google Sitemaps and Search Engine Optimisation can all take time to bare fruit but once it does the information available via eCommerce enabled websites and integrating them with free online tools such as Google Analytics can really add value to a business.

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