With the growth of online shopping, retailers determined to turn profits must equip themselves with the right tools to understand their market, customers, and user behavior. This is where analytical solutions for e-commerce come in. By gathering data from multiple sources and uncovering data-driven insights, these tools allow you to stay competitive.
However, with so many options available, it can be challenging to determine the ideal solution for your business. You may also consult a web application development company to provide a custom solution that fits your needs. To assist you, this guide lists five of the most effective and unique analytics tools e-commerce companies should consider using.
1. Geckoboard
Geckoboard is a data visualization tool that allows you to merge e-commerce KPIs from multiple sources into one dashboard. Its strength lies in streamlining the effort needed to monitor and react to data. How? With Geckoboard, anyone can create and share a professional no-code dashboard in minutes without coding experience. It also supports 90+ data sources, including spreadsheets, business tools, campaigns, and multiple stores.
Geckoboard Facts
Pricing model: monthly or annually
Starting Price: $49 for three users and one dashboard
Free plan: Yes
Note: to use some third-party integrations, you must pay for the service along with your Geckoboard subscription.
Geckoboard Pros
- Connects with 90+ data sources.
- A comprehensive view of your e-commerce analytics.
- Create a sharing link similar to a Google Doc.
- Handy drag-and-drop dashboard for picking the metrics that matter to you.
- Elegant interface designed to fit perfectly on TVs and large screens
Geckoboard Cons
- It is not built to be a standalone website monitoring tool.
- Support representatives and onboarding services are only available to users of the highest tier.
2. Optimizely
Optimizely is a robust experimentation and website optimization platform that allows e-commerce companies to test, improve, and personalize their shopping experiences. It is built with a wide range of features for A/B testing variations of your web elements such as copy and call-to-action buttons. Optimizing website performance and conversions is based on the results of A/B tests. And personalizing your website for individual customers depends on factors like demographics, behavior, and past interactions.
Optimizely Facts
Pricing model: Depends on your business size, subscription length, and choice between web or full stack. Optimizely does not charge fixed prices, so you must contact them for a quote.
Starting price: Optimizely uses a custom pricing model, so the answer to this is shrouded in mystery. Some sources state that you can expect to pay 50k minimum a year.
Free plan: No
Optimizely Pros
- Very easy to install and set up.
- Creating and reusing page templates and blocks is effortless.
- A/B test checkout flows to improve shopping cart abandonment.
- Optimize your site and personalize experiences using actionable customer data.
Optimizely Cons
- The 50k paid version is not for small businesses.
3. Supermetrics
Unlike the previous tools, Supermetrics has a big role in your e-commerce marketing funnel. Rather than purely visualizing data or providing A/B testing, Supermetrics acts as a go-between your marketing platforms and analytics tools, allowing you to monitor KPIs from numerous sources and identify which campaigns and channels generate the most conversions and revenue.
In the past, tools that integrated with marketing platforms did not exist, so marketers had to spend hours logging into each of their platforms and manually pulling data. Supermetrics solves this problem by streamlining the time and effort needed to monitor data and optimize initiatives.
Supermetrics Facts
Pricing model: Depends on your preferred data visualization tool, i.e., Sheets, Azure, Excel, etc.
Starting Price: Not all options have a fixed price on the Supermetrics website, but Sheets, Excel, and Power BI start at €29 per month, whereas Monday.com starts at €19 per month.
Free plan: Yes
Supermetrics Pros
- Incredibly easy to use
- Integrates with many social media platforms and business tools
- Monitor performance with comprehensive and automated dashboards
- Seamlessly monitor your daily ad spend
Supermetrics Cons
- Supermetrics can be a bit pricey
- Quickly becomes overwhelming if you aren’t used to working with large data sets
4. Woopra
Primarily built to provide real-time customer journey analytics, Woopra is a platform that helps your business make sense of customer interactions across several touchpoints. It also gives you a holistic view of customer interactions on social media, email, phone, and other marketing campaigns. You can then use these findings to measure trends, segment data, and build real-time customer profiles for your most engaged customers.
Woopra facts
Pricing model: actions per month
Starting Price: $999 per month for up to 500,000 actions
Free plan: Yes
Woopra Pros
- 50+ integrations
- User-level tracking means you can track individual user actions
- Woopra offers advanced targeting and segmentation options
- Track customer journeys and create custom reports
Woopra Cons
- 24-month max data retention support
- At $999 per month, Woopra is not accessible to most small businesses
5. Google Analytics
By far the most widely adopted web analytics platform, Google Analytics is a free tool that every individual seeking a career in analytics must become familiar with. Using Google Analytics, e-commerce business owners can:
- Monitor the amount and sources of traffic to their website;
- monitor how products are performing;
- identify which marketing strategies are generating the most return;
- which pages generate the most engagement, which pages contribute the most to your bounce rate, and so much more.
Google Analytics Facts
Pricing model: Free
Starting Price: Free
Free plan: Yes
Google Analytics Pros
- Free (GA4 has both free and paid versions)
- Manage multiple websites
- Tells you how people found your site
Google Analytics Cons
- Anonymous data
- Depth of information can result in a steep learning curve
- Data sampling may invalidate results
Explore Advanced E-Commerce Analytics Tools
From data visualization tools to marketing analytics, website optimization, and customer behavior analysis platforms — e-commerce analytics tools come in all flavors. Leveraging the best of these tools will help you make data-driven decisions and improve experiences across your business, whether in customer acquisition, cart abandonment, marketing, user experience, or site performance.
