Top E-commerce Analytics Tools To Grow your business

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e-commerce analytics tools

Last Updated: May 2024

Are you struggling to boost your online sales? E-commerce analytics tools are key to growing your business. This article will show you the top 10 e-commerce analytics tools that can track customer behavior, improve marketing strategies, and more.

Data from the US Census Bureau indicates that in 2022, E-commerce transactions reached a staggering $1,034.1 billion, accounting for 14.6% of total sales.

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Understanding E-commerce Analytics Tools

E-commerce analytics is important for understanding customer behavior, optimizing marketing efforts, streamlining inventory management, enhancing website and user experience, and having a competitive advantage.

It underpins the success of online businesses by providing valuable insights into customer engagement, conversion rates, and overall performance metrics.

1. Importance of understanding customer behavior

Understanding how shoppers act helps companies make smarter choices. It shows what customers like and don’t like about their shopping experience. This knowledge lets businesses improve their websites, making it easier for people to buy things.

By analyzing data from Google Analytics and Crazy Egg, firms can see where they lose customers and fix those spots. They learn which marketing campaigns work best, increasing sales without wasting money.

Knowing customer behavior also helps with email campaigns and social media strategies. Brands use tools like Kissmetrics to track how these efforts lead to more sales or bigger carts.

Next, let’s look at how optimizing marketing efforts can boost business growth even further.

2. Optimization of marketing efforts

E-commerce analytics tools help businesses improve their marketing strategies. They use data to show what works and what doesn’t. This helps companies spend money wisely on ads, social media, and email campaigns.

Tools like Google Ads and Instagram are key for targeting the right customers. They make sure your message gets to people who will listen.

These tools also track how users interact with your website. They can tell you if visitors leave without buying or if they get stuck on a page. This info lets you fix problems fast, making it easier for people to buy from you.

By understanding customer journeys, businesses can create better ads that lead to more sales and happier customers.

3. Streamlining inventory management

E-commerce analytics tools show what products customers love and which ones they ignore. Tools like Optimizely use A/B testing to learn about shopper likes. This helps stores keep the right items in stock.

By watching shopping behavior, businesses can guess future needs better. They make sure popular products are always available, reducing waste.

Setting up tests within a marketing group makes managing goods easier. Insights from tools guide teams on what to stock more or less of. This smart stocking saves money and space. It also meets customer demands faster, making shoppers happy and loyal.

4. Enhancing website and user experience

To enhance the website and user experience, businesses can use e-commerce analytics tools to track traffic, analyze user interactions, and make data-driven decisions. This helps in understanding customer behaviors and optimizing website design to improve user engagement and increase conversions.

By utilizing tools like Optimizely, Hotjar, and Google Analytics, businesses can gather valuable insights for improving the overall online shopping experience.

These tools offer advanced analytics that enable businesses to optimize landing pages, personalize user experiences, and enhance e-commerce platforms for better customer segmentation.

5. Having a competitive advantage

E-commerce analytics tools provide a competitive advantage for businesses by improving customer experience and streamlining operations. Leveraging these tools helps in understanding customer behavior, optimizing marketing efforts, and enhancing website user experience, leading to increased sales and customer retention.

By carefully analyzing the data provided by e-commerce analytics tools, businesses can gain insights into market trends, consumer preferences, and areas for improvement, enabling them to stay ahead of competitors.

With the right analytics tools in place, businesses can make informed decisions that drive growth and success.

Recommended Read: 9 Best E-commerce CMS you need to know!

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Top 10 E-commerce Analytics Tools

Explore the top 10 e-commerce analytics tools for boosting your business. Discover powerful instruments to understand customer behavior and enhance your marketing efforts.

1. Saufter

Ratings: 5/5

Pricing: Custom Pricing

When it comes to understanding customer behavior, optimizing marketing efforts, and streamlining inventory management, Saufter could potentially be a vital tool.

Key Features

  • Streamlined E-commerce Workflows: Saufter streamlines order tracking, return management, and exchanges via its live chat widget for effortless customer handling.
  • Automated Deal Provision: It automatically offers deals and discounts to customers, effectively boosting sales without manual intervention.
  • Prompt Product Inquiry Responses: This e-commerce analytical tool enables businesses to swiftly respond to customer questions about products, enhancing customer satisfaction and engagement.
  • Effortless Returns and Exchanges: Saufter simplifies returns and exchanges by automating the process through its live chat widget, providing a seamless experience for customers.

2. Optimizely

Ratings: 4.5/5

Pricing: Custom Pricing

Optimizely is a key tool for A/B testing and optimization to create a personalized shopping experience. It helps identify the best-performing marketing channels and improves user experience, leading to increased conversions.

Key Features

  • A/B Testing: Compare different versions of web pages, emails, or other marketing collateral to determine which performs better in terms of user engagement and conversion rates.
  • Multivariate Testing: Test multiple variations of elements simultaneously to uncover the most effective combination for driving conversions.
  • Personalization: Tailor content, product recommendations, and user experiences based on individual preferences, behavior, and demographics to enhance relevance and engagement.

3. Kissmetrics

Ratings: 4.4/5

Pricing: $199/mo

Kissmetrics, one of the top 10 E-commerce analytics tools, offers advanced metrics beneficial for E-commerce businesses. 

Key Features

  • Conversion Rate Tracking: Monitor visitor-to-purchase conversion rates to gauge the effectiveness of marketing campaigns and website optimizations in driving sales.
  • Revenue Tracking: Track average revenue per user (ARPU) to understand the value generated by individual customers and identify opportunities for increasing revenue through targeted marketing strategies.
  • Customer Behavior Analysis: Utilize comprehensive analytics to gain insights into customer behavior throughout the entire shopping journey, from initial website visit to purchase, enabling a deep understanding of user interactions and preferences.

4. Google Analytics

Ratings: 4.5/5

Price – Free

Moving on from the available plans for Kissmetrics, it’s time to delve into Google Analytics. With free access to advanced analytics and enhanced e-commerce tracking capabilities, Google Analytics provides actionable insights.

Key Features

  • Advanced Analytics: Access to comprehensive data analytics tools that offer detailed insights into website traffic, user engagement, and conversion metrics, enabling informed decision-making and strategic planning.
  • E-commerce Tracking: Enhanced tracking capabilities specifically designed for e-commerce websites, allowing businesses to monitor key metrics such as product sales, revenue, transaction data, and customer behavior within the online store.
  • Actionable Insights: Gain actionable insights from the data collected, including customer demographics, interests, and behavior patterns, to tailor marketing campaigns and optimize user experiences for higher conversion rates and customer satisfaction.

5. Hotjar

Ratings: 4.3/5

Pricing: $32 USD/month

Another essential E-commerce analytics tool is Hotjar. It provides visual heatmaps to analyze user interactions and gather feedback, helping businesses understand customer behavior.

Key features

  • Real-Time Session Recordings: Capture and replay user sessions in real-time to understand how visitors interact with the website, identify pain points, and discover opportunities for optimization to improve conversion rates.
  • Heatmaps: Visualize user behavior through heatmaps that track clicks, scrolls, and movements on web pages, providing insights into user engagement and interaction patterns to inform website design and content optimization.
  • NPS Surveys: Collect Net Promoter Score (NPS) feedback from website visitors to measure customer satisfaction and loyalty, identify areas for improvement, and prioritize initiatives that drive positive customer experiences and retention.

6. Woopra

Rating: 4.4/5

Pricing: $999/mo

Woopra has also made its name into our list of the top 10 e-commerce analytical tools. Let’s check out its key features.

Key Features

  • Real-Time Customer Analytics: Access to real-time data and analytics on customer behavior, interactions, and transactions, enabling businesses to make informed decisions and respond quickly to changing customer needs and preferences.
  • Personalized Customer Journeys: Tailor customer experiences and journeys from the initial interaction to purchase by leveraging insights from real-time analytics, allowing for targeted messaging, product recommendations, and engagement strategies.
  • Designed for E-commerce: Built-in features and functionalities specifically designed to meet the unique needs and challenges of E-commerce businesses, including tracking of product views, cart additions, and checkout processes.

7. Supermetrics

Ratings: 4.4/5

Pricing: $39/mo

Supermetrics gathers data from various platforms such as Shopify, email tools, and social media ads to create customized E-commerce reports.

Key Features

  • Marketing Campaign Analysis: Analyze the effectiveness of marketing campaigns in driving revenue by integrating data from various advertising platforms, such as Google Ads, Facebook Ads, and LinkedIn Ads, to track key metrics like impressions, clicks, conversions, and revenue generated.
  • Automatic Report Generation: Automate the generation of reports to streamline performance tracking and reporting processes, saving time and effort for marketers and enabling timely decision-making based on up-to-date data.
  • Affordable Option: Positioned as an affordable option for companies investing in E-commerce analytics tools, offering cost-effective solutions without compromising on features or functionality.

8. Crazy Egg

Ratings: 4.6/5

Pricing: $24/mo.

Crazy Egg is a heat map tool. It offers insights into customer engagement and website interaction. This helps in improving conversion rates and analyzing customer behavior. Crazy Egg features like Confetti and Scroll Maps are designed to enhance these areas, making it a valuable tool for e-commerce analytics.

Key Features

  • Scroll Maps: Track how far users scroll down on web pages to determine the effectiveness of content layout and placement, identify optimal positioning for important elements such as calls-to-action and product listings, and optimize page design for maximum engagement and conversion.
  • Customer Engagement Insights: Gain insights into customer engagement levels by analyzing heatmap data, scroll depth, and interaction patterns, allowing businesses to identify areas for improvement.
  • Conversion Rate Optimization (CRO): Use insights from Crazy Egg’s heatmaps and engagement metrics to identify barriers to conversion, optimize user flows, and experiment with different design elements.


Ratings: 3.8/5

Pricing: Custom Pricing offers actionable insights and intuitive data visualizations for informed decision-making. The tool provides comprehensive sales activity monitoring, important performance indicators, thorough reports, and audience segmentation for targeted email marketing campaigns.

Key Features

  • Actionable Insights: Gain valuable insights into business performance and customer behavior through comprehensive data analysis, enabling informed decision-making and strategic planning.
  • Intuitive Data Visualizations: Visualize key metrics and performance indicators through intuitive charts, graphs, and dashboards, making it easy for users to understand and interpret complex data sets at a glance.
  • Comprehensive Sales Activity Monitoring: Track sales activities across multiple channels and touchpoints, including online stores, marketplaces, and offline sales, providing a holistic view of sales performance and trends.

10. Matomo

Ratings: 4.2/5
Pricing: $20/month

Matomo is an open-source platform for E-commerce analytics, giving businesses full control over their data and privacy. It seamlessly integrates with systems like WooCommerce and Shopify, ensuring secure storage of user data that the businesses fully own.

Matomo provides detailed sales reports and automation features to optimize E-commerce performance, making it a valuable tool for informed decision-making and strategy enhancement.

Key Features

  • Open-Source Platform: Matomo is an open-source analytics platform, providing businesses with complete control over their data and privacy.
  • Integration with E-commerce Systems: Seamless integration with platforms like WooCommerce and Shopify enables direct tracking and analysis of user behavior and sales metrics.
  • Secure Data Storage: Matomo ensures secure storage of user data, enhancing trust and compliance with data privacy regulations.

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Why is E-commerce Analytics Vital?

Understanding customer behavior, optimizing marketing efforts, streamlining inventory management, and having a competitive advantage make e-commerce analytics vital. Explore the top 10 tools and their benefits to grow your business.

1. Pay Per Visitor

Pay-per-visitor is vital in evaluating the cost-effectiveness of marketing efforts. It determines how much it costs to bring each potential customer to your site, aiding in optimizing advertising budgets and strategies for better returns.

Understanding this metric helps businesses make informed decisions on allocating resources and maximizing conversion rates. E-commerce analytics tools play a significant role in tracking and analyzing Pay-per-visitor, providing valuable insights for efficient marketing tactics and improved ROI.

With Pay-per-visitor being crucial for business growth, e-commerce analytics tools offer essential features to monitor and optimize this metric through data-driven strategies. These tools enable businesses to delve into the realm of customer segments, bounce rate optimization, and website enhancements tailored towards targeted marketing campaigns which are designed to enhance user experience while unlocking the secrets behind an effective Pay Per Visitor strategy.

2. Typical Conversion Rate

E-commerce analytics tools can reveal insights into typical conversion rates, aiding in optimizing marketing strategies. Understanding typical conversion rate data is crucial for developing a growth plan and setting business goals based on the collected information.

Utilizing e-commerce analytics to analyze and improve typical conversion rates is vital for making informed decisions that lead to increased sales.

E-commerce software such as Optimizely, Kissmetrics, Google Analytics, Hotjar, Woopra, Supermetrics, Crazy Egg,, Matomo, and FullStory offer valuable data analysis tools that can help businesses increase their typical conversion rates.

3. Average Order Value

The average order value is the mean amount customers spend on each transaction. It’s calculated by dividing the total revenue by the number of orders. This metric helps businesses gauge customer purchasing behavior and assess their marketing strategies’ effectiveness in increasing sales volume and basket size, which impacts revenue directly.

Analyzing average order value supports understanding customer buying habits, enhancing cross-selling tactics, and developing targeted promotions to boost transactions. By evaluating this data with E-commerce analytics tools like Kissmetrics or Google Analytics, businesses can fine-tune pricing strategies to maximize profit margins and identify upselling opportunities for product recommendations based on shopping behaviors.

Understanding how different factors influence the average order value enables companies to optimize their offerings for increased profitability while providing enhanced value to consumers.


In conclusion, e-commerce analytics tools are indispensable assets for businesses navigating the complexities of online commerce. These are some of the best e-commerce analytical examples that provide a wide range of insights and metrics so you can improve your customer experience and ultimately grow your business. So, if you are looking for the one right now, Saufter is definitely the top choice for you out there. It streamlines order tracking, return management, and exchanges via its live chat widget for effortless customer handling.


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