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Piwik Web Analytics Essentials by Stephan A. Miller

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Chapter 7. E-commerce Tracking

No one knows the need for web analytics more than the e-commerce website owner, web master, or SEO. You are in the customer service business just like any retail store. A customer may not come back to a brick and mortar store because its service is bad. Well, when you have an e-commerce website, most of your customer service will be done by your site itself, whether you like it or not. Unless a customer calls or e-mails you for help, your store will show the customer where the product they are looking for is, will give them details on how to use it, and will be their cashier when and if they decide to check out.

Tracking the activity on your e-commerce website is crucial in guaranteeing that its customer service is ...

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