When you think of analyzing your ecommerce site, you probably think about ecommerce tracking data like bounce and exit rates, average order value, checkout flow, and conversion rates, and maybe running an SEO audit and/or checking your site against competitors.

That's all useful for learning how your site is performing and seeing what happens when people use it, but many questions still remain unanswered:

Why are visitors coming to my site? What brought them here?
Why aren't they clicking the CTA on our product page?
What are they looking for? How can we help them find it?
Why are so many people abandoning their shopping carts?
Traditional analysis can't quite help you get to the bottom of these questions. But a user-driven approach (which means analyzing your site from a user's perspective) will.

In this piece we show you nine ways to run ecommerce website analysis by focusing on your users.