Top 5 tools for tracking online store's performance

Running an online store isn't just about having a quality product range and a friendly website design - the ability to measure and evaluate performance is also key to success. There are plenty of tools to help you understand customer behaviour, optimise marketing strategies and improve business results. In this article, you'll learn about the best tools to help you effectively monitor and manage your online store's performance.

Why track e-commerce performance?

Running an online store without monitoring its performance is like driving a car blindfolded. The data you get from analytics tools is the key to understanding customer behavior, identifying weaknesses, and improving business strategies. By tracking performance, you can:

• Optimize marketing campaigns
• Increase conversion rates
• Understand your customers
• Monitor revenue trends and profitability
• Quickly identify problems

1. Google Analytics

Google Analytics is a staple for every e-commerce store operator. The new version, Google Analytics (GA), brings advanced features aimed at a deeper understanding of customer behavior.

Main features

• Customer Journey Analysis: GA allows you to track how users move through your online store from first contact to purchase.
• Predictive analytics: Using machine learning, GA can predict the likelihood of repeat purchase or customer churn.
• Integration with Google Ads: Easily sync data for more targeted ad campaigns.

GA is free and delivers tremendous value for small and large e-commerce stores.

2. Hotjar

For a more detailed understanding of how visitors interact with your website, Hotjar is the perfect choice. This tool specializes in visualizing user behavior.

Main features

• Heatmaps: Shows which parts of the page users click on most often.
• Recording visits: Track in real-time how customers are navigating through your online store.
• Surveys and feedback: Get direct feedback from your visitors.

Hotjar is ideal for identifying bottlenecks on your site and then optimizing them.

3. Shopify Analytics or WooCommerce Analytics

If your online store runs on Shopify or WooCommerce platforms, you have integrated analytics tools at your disposal.

Main features

• Sales stats: Track which products are selling best and identify trends.
• Customer analytics: Categorize customers by demographics, buying behavior, and more.
• Performance reports: Clear dashboards show key performance indicators (KPIs) such as conversion rate, average order value or revenue.

These tools are easy to use and integrated directly into your platform.

4. SEMRush or Ahrefs

If you want to improve your visibility in online search engines, SEMRush and Ahrefs are among the best tools on the market.

Main features

• Keyword analysis: Helps you discover the keywords you should target.
• Competitor Monitoring: Find out how your competitors are performing and what strategies they are using.
• SEO Audits: Identify technical issues on your site that may be affecting your search rankings.

With these tools, you'll increase traffic to your online store and get more customers.

5 Klaviyo

For online stores looking to streamline their email and SMS campaigns, Klaviyo is an excellent choice. This tool specializes in personalizing communication and increasing customer loyalty.

Main features

• Customer Segmentation: Send personalized messages based on customer behavior and preferences.
• Marketing automation: Set up automated campaigns for abandoned carts, birthday cards or up-selling.
• Detailed reporting: Measure ROI from every campaign and optimize your strategies.

Klaviyo is a great addition for any e-commerce store looking to increase conversions through personalization.

Conclusion

Each of the above tools offers unique features that can help your online store grow and thrive. If you're just getting started, start with Google Analytics for a general overview. If you want to dive deeper into customer behavior, use Hotjar or Klaviyo. For SEO optimization, choose Ahrefs or SEMRush.

‍