In an era where digital presence dictates business success, marketing agencies are on the frontlines, helping clients navigate the competitive eCommerce landscape. 

E-commerce platforms offer powerful toolkits for marketers looking to optimize sales conversion rates, improve customer lifetime value, and maximize return on investment (ROI).

These eCommerce metrics are just the start. 

By leveraging platform capabilities, agencies can drive growth, enhance customer engagement, and streamline operations for clients.

Harnessing eCommerce Platforms for Key Metrics

Marketing agencies can utilize a range of analytics features to gain insights into critical aspects of clients' businesses. Metrics monitoring allows for data-driven decision-making for both parties. 

Let's take a look at one of the most valuable eCommerce metrics, shopping cart abandonment rate. 

Marketers can see: 

• Who abandoned their shopping cart 

• How many visitors abandoned carts 

• When the carts were abandoned 

The number of carts abandoned within a given time is the shopping cart abandonment rate. To lower this rate, a marketing team will analyze shopping cart activity along with data that could be influencing cart abandonment. 

Abandonment factors may include: 

• Website performance 

• Promo code errors 

• High shipping costs 

• Security concerns 

• Limited payment options

Deep insight into cart abandonment helps marketing agencies and small businesses work together to recapture lost visitors. 

Once performance, payment, and discount code errors are ruled out, marketing agencies can craft data-driven retargeting email campaigns, personalized to remind visitors of incomplete purchases; emails may include images of products in their cart and a link directing them back to their shopping profile. 

The above insights should be a call to optimize checkout processes whenever possible.

Impressions vs. Sales Conversion Rate

Reporting tools reveal critical data on product and page impressions, click-through rates (CTR), and actual sales conversion rates. 

E-commerce metrics yield a lot of data. Marketers new to these platforms should start by analyzing one product page to learn how deep insights can improve sales performance. 

Suppose a client's online store has a product page with a high impression rate but low sales conversions. 

This challenge is an invitation to: 

• Develop more enticing product descriptions 

• Take higher-quality product photos 

• Integrate social media buttons to boost shareability 

• Include relevant product reviews on the page 

• Streamline the purchasing process with one-click checkout

Use the above example as a case study to improve marketing analytics work moving forward. Cross-compare the above product with similar but higher-performing products to pinpoint the differences and areas of improvement. Product bundling can drive sales to the underperforming product by bundling it with the higher-performing one.

Improve Average Order Rates With Google Integration

All digital marketing strategies must be optimized to leverage the latest Google business tools. Google offers a suite of tools to maximize visibility, from Google search to shopping. One of the most valuable tools is Google My Business, also known as Google Business Profile. 

Marketers must never lose sight of the fact that the majority of consumers start their buyers' journeys with Google searches. That's why clients' online stores must be optimized to maximum visibility for relevant keywords. 

Consumers also use Google to grab information about local businesses quickly, whether it's phone numbers or customer reviews. Google My Business taps into this behavior by generating business listings with all relevant information: 

Listings include:

• Business name 

• Contact information (phone numbers, addresses, and social media) 

• Google Maps and directions 

• Website URL 

• Business photos 

• Business hours 

• Google reviews 

• Pricing (if the business is a service) 

• Real-time monitoring of peak shopping times

Google users can even click to call a business directly from its Google listing. It also provides a way for customers to engage directly with a business to create user-generated content, a form of digital word-of-mouth marketing. 

Integrating Google My Business listings with eCommerce platforms optimizes marketing strategies to improve conversion rates, including average order per customer. Google listings streamline the customer engagement process by housing engagement buttons in one place, from websites to social media sharing. 

Marketing agencies with several client accounts can streamline Google marketing operations through the Google My Business Agency portal. Agencies can manage multiple listings through one account. This tool ensures every client site is optimized properly for Google visibility and engagement.

Integrating eCommerce Platforms With Content Management Systems

The Google My Business discussion speaks to the importance of search engine optimization (SEO) in eCommerce marketing. SEO-minded marketers understand the importance of optimizing product pages, Homepage content, and website technical SEO. 

Integrating eCommerce platforms with content management systems (CMS) keeps SEO strategies up to date, aligning with the latest standards advised by Google. Marketers may improve eCommerce SEO strategies with additional CMS extensions that uncover areas for keyword optimization. 

Empower Small Business Growth With eCommerce Platforms

Marketing agencies armed with the latest eCommerce tools empower clients to envision even more possibilities for their businesses. Agencies are encouraged to leverage everything OpenCart has to offer, from deep insights into consumer behavior to multi-store management. 

Marketing is all about creative problem-solving. Learn how Opencart can tap into even more innovative business marketing strategies through content creation, metrics, mobile optimization, and more.