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At its core, e-commerce is about maximizing profit. Knowing which products are most profitable and/or most popular can help you to make more informed decisions about both your website and product lines. The new version of Google Analytics makes it simple to find the information you need.

How to: Log in to Google Analytics. On the left hand side, select ‘Conversions’. Click on ‘Ecommerce’. Select ‘Product Performance’ from the drop-down menu. Sort your information These steps will show you a dashboard with your products listed, sorted by quantity sold. You can also choose to sort by things like ‘product revenue’ and ‘unique purchases’ (for example, if an individual bought five bags in one order, quantity would be ‘5’ and unique purchases would be ‘1’). Arranging by ‘Product Revenue’ is a great way to target your top performing products. Since you want to maximize your revenue, looking at the products that generate the most money may tell you where you should be focusing business strategy. Be sure to look for patterns! If the top three bestselling bags are made out of blue paisley, perhaps that’s a feature you may want to invest in when designing future products. There’s a lot of information you can tease out by looking at successful returns. Cast a wider net

You can also view your products based on Product SKU or Product Category, rather than by product name itself. Just click on your preferred variable next to ‘Primary Dimension’.

‘Product Category’ is a great one, since it can give you a better picture of your overall strengths and weaknesses, rather than products in particular. One bag may perform well, while another may perform terribly, but if the majority of your sales are coming from the ‘bag’ category, that’s a good place to invest your resources. This is especially important when designing and perfecting your website. Which categories do you want to feature on the home page? You’ll want to ensure that high-revenue categories are easy for customers to find.

Put your knowledge to use

Knowing your top-selling or revenue-generating products is great. Once you’ve isolated your best and worst performers, however, be sure to examine them for trends and to then put that knowledge to use. The information you collect is only as good as what you end up doing with it – so make sure you see this experiment through to the end!

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