Web Analytics of E-Commerce website for Traffic Optimization using Data Analytics Tools

1. Introductions

Now a days it is time of storing data , track down all different data, user’s has like dislike of products from different clients, clients like to be make up to date product for their customers. Customers like to explore new products by checking their needs and then use it for full fill their needs. This will generate big amount of data in the society, which are increasing rapidly. Now a days we are facing big problems like capture these data, storage data for Analysis, Tracking of data and visualization are responsible for the emergence of the Big Data and Emerging Client side product which can be web based user application / any web platform Applications. Main issue with Major client facing with their product if users are really interested by using their products, what typical pages or features of particular application users has more interest, what amount of traffic on accessing application for certain time periods and day to day analysis. With Google Analytics and Google Tag Manager; these alterations can be reflected by the dynamics of economic movements of data, especially detected with our analysis through this tools. Major analysis we can be do with traffic analysis , we also gather different important data from mix analytics tools related to your web based application performance, no of users visits your site, performed particular page and perform detailed analysis to arrive Intelligent Business Decisions for Products and survive on user interest. This kind of traffic analysis can helpful to business people because they are more rely on this services to derive your business decisions. Web analytics applications can also useful to companies measure the results of traditional or broadcast advertising campaigns. Client will get Quantitative/Qualitative of product analysis.

Purpose of Working on this projects is to focus on Analyzing visitors behaviors with how much time they are spending on my website, along with are there really interested using my product. Also I get to know from different area of people accessing my website with no of visitors along with proper structure data. I am also extending and adding more features for E-Commerce website to add Admin facility to login as Admin to add more products, Edit and Delete on requirements. I am also advancing facilities to login with different domain as we had before just to login with Gmail. Advancing more analytics features to track useful information to track more data for products on Web site, will create different variable for traffic validation.

II Literature Review

Google Analytics Breakthrough From Zero to Business Impact “There is no doubt that Website Analytics are now rapidly expanding in all science and engineering domains for live tracking of data analysis for E-Commerce, Insurance Products, Banking Domain etc..”

A) Problem Statement :

Now a days there are so many different application created by big-big companies, Some are User Websites, Some are internal websites, and some are E-Commerce, some for Movie ticket booking websites, some online purchasing for foods, toys, electronics stuff. There are many more like Birthday Celebration booking and gift to someone to deliver cake and gifts, some for Credit Card purchasing for different kind of banking Websites, also websites for food or restaurant people and online book rooms to hotel , rent car or book flight ticket. People like us always have different kind of choice some likes something and others something else. To identify this People’s traffic on particular websites we need to Data analytics of Web or web sites, which is known as Web analytics. This will help in day to day analysis of product of client to identify people’s interest on product. Normally Web analytics is the measurement, no of collection, analysis and reporting of web data for purpose of understanding and optimizing web usage by people. This can be used as a tool for business and market research and to access to improve effectiveness of website. It will also help to companies measure the result of product changes on past to current with user’s interest. We provide with Web analytics no of information of visitors on page and particular page views, this will help gauge traffic and popularity trends for market research.

B) Software Requirements Specifications:

a) Product and Process Requirements:

i) First is collection of data which is stage of collection of basic data from websites, elementary data. Mainly these data are counts of different things on web sites. The objectives of this stage is to collecting and gathering all data by setting unique variable to different object of websites.

ii) Next is processing of data into information, with the help of this normally get counts and make it in rationally , probably there will be some more counts available of objectives; this objectives of stage are to take data and conform into useful information, like in metrics.

iii) Third will be development of KPI (Key Information Indicators) – on this stage focuses on ration or count data, will infuse it with business logics or strategies referred to as KPI. This KPI many times deals with conversion aspect, this is just sometimes not always, which is depend on organization.

iv) Fourth will be Formulating online strategy, we are more concern about online goals, different objectives and standards for our business people or organizations which usually related to earning and increasing overall money, saving funds or growth in market share.

v) Another very important essential and developed functional by the analysis for the optimization of the websites are the experiments which is known as experiments and testing. This A/B testing handle experiment in two basic variants – first is online setting like web development. Main goal for A/B testing is to identify some changes on web pages that optimized statistically of tested outcomes of interest.

b) Functional and Non Functional Requirements:

i) Functional Requirements: This Functional requirements normally identify functions which product or our website will execute, like visiting main page and filter some data to get exact data or to get result. This can be sometimes known as capabilities. This functional will be finite set of steps can be written to validate our outcome of results.

Ex; if I have Movie ticket book website or applications. To book ticket they need to follow certain steps to book ticket. First needs to search movie and select no of tickets need to book, next will be reserve seat , next will be User Details like Name, email address, phone number, next will be Credit Card details , final will be to confirmation page to book tickets and get email confirmation of ticket. This will be one functional finite steps for functional requirements.

ii) Non Functional Requirements: Nonfunctional requirements doesn’t have finites steps, like email can be sent with latency of no more than 12 hours with such activity. It will mostly relates to system’s functionality. It will also elaborates characteristics of performance. This can be accessibility, capacity, Documentations, Efficiency, Reliability, Stability etc. If I have voice over accessibility features on web site so sound quality will be nonfunctional example of website.

c) System Requirements and Software Requirements:

· Programming Languages: HTML, CSS, Typescript, Angular 7, Json (mokedata) (I may include proper database to our applications), Google Analytics Tools( As of now, It may change to Adobe Analytics using DTM or Ensighten Tool)

· Editors: Visual Studios

· Auth Providers: Okta / Firebase.


d) Requirement Process:

Initial Flow:

C:\Users\rpatel.SONUSNETWORKS\AppData\Local\Microsoft\Windows\INetCache\Content.MSO\9E963646.tmp C:\Users\rpatel.SONUSNETWORKS\AppData\Local\Microsoft\Windows\INetCache\Content.MSO\6809F978.tmp C:\Users\rpatel.SONUSNETWORKS\AppData\Local\Microsoft\Windows\INetCache\Content.MSO\120005A.tmp Image result for desktop website

Admin User can Change Product Details, Price, Description , Categories.

Checkout and Enter Shipping and Customer Details

Check Out and Confirmation

Any User Can add products to cart

User can be Admin user or Regular Customer to Explore Products.

Guest User Can Register or Existing User Login to Website

Main Page will open to Desktop or Mobile Screen, With different option of Product to explore

Enter URL to Browser

Main Flow:

· Initial step user may be new or existing users. If user is new then needs to register by email id and password requirements.

· Existing user can login directly and access website and redirect to home page. Once user come to main page the he has different choice of accessing page and product on site.

· Each details will be save like click, paging from one to another, scroll up and down, product search , time per page, this analysis report handle by Analytics tools with injecting and declaring variable to code side.

· With function and elicitation will get collection of all of data, and how many users completed full access of path with place any order.

· Some user are successfully execute path some got page block or some kind of road block. Analytics tools will track all of those data throughout lifecycle.

Exception Flow:

· In some scenario user will just come to check different product but not actually place any order.

· User login and search some product, click on some pages or products.

· Analysis some product and compare and then will do nothing and sign out.

Users are typically accessing web application and will do different click events, form filling, read description of products, scroll up and down to full fill their interest to place any order.

Market Analysis will analysis on tools by checking reports of different time phase. They can also optimized data with understanding of data chart of different time limit.

Software Engineers will try to maintain a product quality with expectation of users on day to day basis. They will try to inject more objective variables to tracking down of additional data to understand more on user’s traffic on website.


e) Use Case Diagram:

Use Case Dia

f) Class Diagram:

· Root Component Directory

· Services

· Dependencies Used for this E-Commerce Website

· Firebase,json

g) Sequence Diagram:

Http Get request made and pull data from database and analytics server keep tracking data.

After adding to cart Guest User or Existing Users, to Place that order Guest User can register and existing User can login to website.


HTTps GET Request will made to get all data of different products to display on webpage.

Through Out all of this Analytics will trigger different variables defined to Website to get Trigger to Track all user action , Click, Navigate to url and Category selection for products.

Guest User Can Explore different products on Website by Using Different categories and Can add to cart on user likes and dislike.



Through Out all of this Analytics will trigger different variables defined to Website to get Trigger to Track all user action , Click, Navigate to url and Category selection for products.

HTTps GET Request will made to get all data of different products to display on webpage.

User will Enter URL to Browser which redirect user to Main Page of WebSite.


Analytics Server


HTTps Post Request will made to post new data of that category to store on database.

If Admin Users can manage their products by Choose option of Manage order and Can add , edit products as per requirements.

Through Out all of this Analytics will trigger different variables defined to Website to get Trigger to Track all user action , Click, Navigate to url and Category selection for products.

Http Get request made and pull data from database and analytics server keep tracking data.

Users can verify their order to confirmation page and place their order after confirmation.




Analytics Server


References Google Analytics Breakthrough by Feras Alhlou, Shiraz Asif, and Eric Fettman https://onlinelibrary.wiley.com/doi/book/10.1002/9781119266365 Google Analytics Guide by Google Analytics Team file:///Users/raxit/Desktop/Canada%20Visitor%20Docs/google-analytics-user-guide.pdf Web Analytics an Hour a day by Jim Sterne