What football and e-commerce have in common

You don’t have to be a football fan to relate to this note…

But if you were to go to a game of football, it’s pretty clear what the objective is… to score more goals than the opposition.

Both teams go to battle against each other and fight tooth and nail (within the rules) to win.

And the scoreboard tells us the story of the game.

In e-commerce it’s a similar situation, just not on the football field.

You battle against your competitors to attain customers, and set yourself various goals to measure how well your business is doing.

In this case your scoreboard is Google Analytics.

The obvious primary goal you’d set up in GA is a purchase (ideally with enhanced e-commerce enabled as well).

Other less important goals you might want to configure are:

  • Sign-ups
  • User engagement goals (such as viewing 3 pages or more)
  • Add to cart (because not all of these people will end up purchasing)
  • Customers Reaching Checkout (the last step before completing a purchase)

There are also different types of Google Analytics goals which you need to know as well.

In a nutshell, these are:

  1. URL Destination Goals – Each time someone goes to that URL, they trigger the goal.
  2. Visit Duration Goals – How many people stay on your site for a certain amount of time.
  3. Pages/Visit Goals – Tracks the number of pages each visitor sees before they leave.
  4. Event Goals – You set up events in GA and then track them as goals.

Out of all these you’re most likely to use URL Destination Goals more often than the rest of them.

But without getting into a hard lesson on Google Analytics, the point is you need to be testing and measuring the important metrics in your business.

Otherwise, you’re just like a footballer running around for 2 hours trying to find where the goal posts are… and getting nowhere.

The problem is most people don’t know their way around GA, and have no idea how to set it up.

If that sounds like you… I recommend you hire an expert to set up your goals properly, and show you where to go to keep track of the results.

That way you know if you’re winning or losing, and where you need to improve.

For help to get your Google Analytics set up properly, you can contact me here: