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Google Analytics Shows E-Commerce Problems With A Grocery Store

Submitted by on December 17, 2012 – 10:21 am3 Comments

Google Analytics, the service that offers detailed information about visits to a website, is afraid that your e-commerce site is driving away eager customers. To illustrate common pitfalls of online retail sites, they made a series of hilarious videos putting those internet problems IRL- in a supermarket. And while they videos are targeted at those running the sites, they definitely also strike a chord with anyone whose ever bought something online.

The first video warns against distracting or disappointing customers who know what they want. Nick just wants olives, but the supermarket needs to push wine and commemorative mugs first:

Google suggests this is like a banner ad not leading directly to the product it advertised; the customer knows what they want, but is shown something else instead.

In the second video, Oli wants to buy skim milk, but no one can simply tell him where it is:

The moral? Keep your search parameters simple and relevant, and pay attention to the search terms your customers are actually using.

Finally, Google posts a video from last year. Poor Nick again just wants to buy a loaf of bread, but the checkout process is nearly impossible:

I think we all know what it’s like to forget a user name, fail those ridiculous Captcha tests, and finally just give up the whole thing.

While Google oversimplified a lot to put e-commerce issues IRL, I think they still nailed the frustrations of shopping online. What do you think?

[via Google Analytics/Mashable]

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