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In other words, legacy brands do have a leg up on smaller retailers when it comes to ecommerce and it’s in the amount of intelligence they are using to drive conversions and increase revenue.
That said, data and analytics should be democratized throughout the ecommerce space, and no, Google Analytics isn’t enough. Your big box competitors aren’t simply monitoring new and repeat visitors, or from where their web traffic comes. No, they are using enhanced ecommerce analytics to push visitors down a purchase funnel from the moment they land on the site.
Below, the top metrics these retailers are using and how you should be using them, too....
A well-written introduction to some essential e-commerce metrics.