You have a Shuup Store. You’re a B2B company based in and focused on the US market, but you also ship internationally. A significant proportion of your traffic comes from the UK. Why is that? Perhaps there’s a high demand for your product, but little supply in that country.
One way to better understand the driver of this dynamic is to dig into Google Analytics.
One key category to investigate is the last page users visit before they leave your website. This is called the “exit page.” E-commerce pages with high exit rates are usually pricing and checkout pages. However, in our example, the page with the most exits is the shipping information page. Why are users who haven’t converted leaving your site after visiting this page?
The answer is you aren’t providing information about UK shipping. This results in users leaving your website without making a purchase. With the help of customer data provided by Google Analytics you were able to learn about the geographic locations of your users and then, based on this insight, make informed changes to your website.