.IE and Retail Excellence Web Health Report

Website analytics provide key insights on how customers use websites. For example, information on gender, age, location; traffic sources including direct, search, social; most popular content on the website; and the all-important conversion rate. This wealth of information can help guide good business decision making. Our analysis shows that 6 in 10 REI members use analytics. Of the companies using analytics, there is lower adoption amongst smaller enterprises – those with fewer than 20 employees. Micro-businesses often lack the skills and time to use analytics tools, despite being aware of the benefits. For larger companies with 20+ employees, the percentages using analytics are generally at the higher end of the scale, suggesting they can devote more resources to analysing their websites. Top 5 categories using analytics % of adoption n Analytics Approx. 43% of companies use more than one analytics tool Key takeaway It is important for retail businesses of all sizes to use website analytics to provide critical information to help drive sales. Most popular software of websites that use analytics 95% Google Analytics 49% Facebook Pixel 16% Hotjar Use of analytics Company size % adoption 0-20 21-100 101-250 251-600 600+ 54% 80% 75% 56% 75% DIY, Garden Tourism Garden Books, Music, Stationery, Toys, Games Health, Beauty 88% 88% 84% 81% 80% The two categories that use analytics least are Jewellery (25%) and Pharmacy (44%). The most popular analytics software used is Google Analytics at 95%. Facebook Pixel, a tool to measure, optimise and build audiences for ad campaigns, is next most popular at (49%). Hotjar, a behavioural analytics tool, is third, coming in at 16%. 40% No 60% Yes .IE and Retail Excellence Web Health Report 3