11 Top Web Analysis Tools for E-Commerce Businesses (2024)

Hope may inspire dreams, but it is not a strategy. When it comes to marketing, many entrepreneurs take a “spray and pray” approach – trying everything and hoping it works.

“I wouldn’t bet on hope,” said Aloha CEO Brad Charron, who helped turn the troubled company into Business is booming. “I bet on experience, intelligence, rigor, and striving to be the best that I can be.”

To make effective, informed decisions, you need data—even if you’re not running a $100 million business like Aloha. Here are the best web analytics tools to leverage your data and grow your business.

What are web analysis tools?

Web analytics tools are software solutions that track website visitor behavior, such as number of visitors, page views, Bounce rateand conversion rate— and transform that data into easy-to-understand performance reports. Understanding how users interact with your website or ecommerce store can help answer questions like:

• How do people find my website?

• What do users do when they visit my website?

• What content do users engage in, for how long, and for what purpose?

Web analytics tools allow you to evaluate performance and implement meaningful changes. The main goal is to evaluate user behavior data to drive more sales.

For example, Aloha regularly collects checkout drop data from web analytics tools to monitor the performance of its website and listings. Armed with this data, stakeholders can make improvements over time. “We started doing things like upselling people when they were finally checking out,” Brad said. “We started putting more effort into fulfillment because we knew people were going to buy from us, not from us. Buy items from Amazon.”

11 Top Web Analysis Tools

1. Google Analytics 4
2. Adobe Analytics
3. friend
4. similar network
5. arefs
6. semlash
7. amplitude
8. Mixing panel
9. Hotjar
10. optimally
11. kissometrics

Among the many platforms available, here are some of the most popular web analytics tools to help you make smarter business decisions:

1. Google Analytics 4

Google Analytics 4 (GA4) is a free tool for measuring web traffic, conversions, site interactions (such as button clicks), and audience data. GA4 integration Google Search Console and Google ads Provides a more comprehensive view of organic and paid web traffic.

The standard version of GA4 is free and is usually sufficient if you are just getting started with web analytics. However, larger businesses tend to benefit from GA4’s business plans, Google Analytics 360which provides more advanced features such as unsampled reporting and data warehousing options.

Pricing: GA4 is free of chargewhile Google Analytics 360 starts at about $50,000 per year.

2. Adobe Analytics

Adobe’s web analytics solutions are enterprise-grade and designed for very large enterprises with customized needs. It’s especially useful if you integrate it with Adobe Cloud or Adobe Target. Like Google Analytics 360, Adobe Analytics can handle large amounts of data without losing any functionality. Additionally, it segments your audience into different groups to deliver content tailored to their unique behaviors. The platform also extracts data from non-Adobe sources, making it a powerful tool for enterprises with large IT or data departments.

Pricing: Adobe Analytics Starting at $2,000 per month.

3. friends

Matomo (formerly known as Piwik) is an open source network analysis platform that provides network traffic monitoring, user behavior analysis, heat map, A/B testingand instant analysis. Positioned as an alternative to GA4, Matomo is unique in ensuring that users own all their data and protect their privacy, while GA4 relies on third-party cookie tracking. Matomo also provides access to its raw data, while GA4 only provides limited access to exported data. Accessing raw data provides a more detailed view, allowing for custom calculations and compatibility with other analysis tools.

Pricing: Matomo’s choice There is a free version for those who host their own websites, a business plan for $26 per month, and an enterprise plan available via quote.

4. Similar websites

Sameweb provides comprehensive web analytics, including website and app usage, traffic sources and visitor demographics. Unlike many other tools, it allows you to find competitor data, making it ideal for benchmarking your website against your competitors.

Pricing: similar network The entry-level version is priced at US$125 per month, the professional version is priced at US$333 per month, and the enterprise version is available by quote.

5. Arefs

Ahrefs is a leading SEO-focused web analytics reporting tool that provides detailed insights into the number, quality, and origin of links to your and your competitor sites. It also tracks keyword rankings over time through historical data to keep keyword performance consistent with your traffic. If search engine optimization (search engine optimization) is at the heart of your marketing strategy, and Ahrefs can be a valuable addition to GA4 and Google Search Console.

Pricing: Ahrefs Pricing Plans Includes Lite plan for $130 per month, Standard plan for $250 per month, Premium plan for $500 per month, and Enterprise options available through quotes.

6. Semlash

Semrush initially focused on SEO and keyword research, but now includes powerful web traffic analysis, content marketing and search engine marketing (Scanning electron microscopy) features. Semrush also tracks off-site metrics such as backlinks, brand mentions, sentiment analysis, and social media mentions.

Pricing: Pricing options for Semrush Pro is priced at $140 per month, Guru is priced at $250 per month, and Business is priced at $450 per month.

7. Amplitude

Amplitude is a product-first analytics tool. Amplitude’s usage metrics help you gain a detailed understanding of customer behavior through advanced features like cohort charts, retention charts, and conversion funnels. It excels at visualizing the entire user journey by tracking post-purchase actions, product usage, and more, helping you connect the purchase process to long-term engagement. This insight can help you better attract and retain your audience.

Pricing: Options Includes a free version with limited features, a $61/month Plus plan with customizable dashboards, and a quote-priced Enterprise plan.

8. Mixing Panel

originally for SaaS businessMixpanel is an advanced product analytics tool that has recently integrated e-commerce specific features such as shopping cart analytics and checkout report templates. Its strength lies in data visualization that shows every step of the funnel, so you can easily see where your customer’s journey begins and ends. Another standout feature is the ability to group users and compare them in custom groups.

Pricing: Pricing plans Includes a free version, growth plans starting at $24 per month and scaling based on the traffic you get, and enterprise options available through quotes.

9. Hot cans

Hotjar is a heat mapping tool that visualizes user behavior on a website through click, scroll, eye tracking and mouse tracking graphs. These maps show what visitors clicked, read, and interacted with on your pages. Although Hotjar is not a comprehensive web analysis suite, it can be a powerful complement to other tools. By interpreting heat map data, you can reorganize web content to ensure users see and engage with the most important information.

Pricing: Hotjar’s plan Includes free Basic, $40 per month Plus, $100 per month Business, and $213 per month Scale.

10.Optimization

Optimizely is a leading analytics and A/B testing Tools focused on improving website conversion rates. Its Experience Analytics suite lets you build and compare different page versions, helping you determine which version works best for your audience.

Pricing: optimallyPlans reportedly start at $36,000 per year, though you’ll need to ask about pricing.

11. Kiss metering

Kissmetrics helps you identify your ideal customers through detailed reporting. Unlike other analytics tools that track anonymous visitors, Kissmetrics focuses on known or Confirmed Customers, such as those in your email or customer list. Its advanced features offer email marketing automation (sending personalized emails based on customer interactions) and digital advertising (allowing you to import customer profiles for remarketing and find similar audiences within the same platform).

Pricing: Options for Kissmetrics Includes limited plans as low as $126 per month, $300 per month for small teams, $500 per month for mid-sized teams, and enterprise solutions available through quotes.