{"id":5367,"date":"2022-04-22T11:53:03","date_gmt":"2022-04-22T09:53:03","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=5367"},"modified":"2024-02-12T15:06:55","modified_gmt":"2024-02-12T14:06:55","slug":"how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/","title":{"rendered":"How to Turn Your E-Commerce Analytics + Metrics Into Beautiful Reports"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Are you drowning in e-commerce data? Are tables upon tables of traffic source data, logistics reports, and billing receipts making your head spin?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We feel you, and we\u2019re here with the antidote.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While e-commerce stores are blessed with an enviable amount of data compared to their brick-and-mortar counterparts, trying to make sense of it can be like pulling teeth. Most people would rather visit their dentist than wade through Google Analytics to find actionable steps that would help them improve their store.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no getting away from data if you want your store to be a success. But you can make analyzing said data a lot more enjoyable and effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The trick is to present e-commerce analytics data visually.\u00a0<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#The_problem_with_e-commerce_data\" title=\"The problem with e-commerce data\">The problem with e-commerce data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Data_visualization_is_the_answer\" title=\"Data visualization is the answer\">Data visualization is the answer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Create_a_web_analytics_dashboard\" title=\"Create a web analytics dashboard\">Create a web analytics dashboard<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Build_a_comprehensive_e-commerce_dashboard\" title=\"Build a comprehensive e-commerce dashboard\">Build a comprehensive e-commerce dashboard<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Use_heatmaps_to_see_how_visitors_interact_with_your_site\" title=\"Use heatmaps to see how visitors interact with your site\">Use heatmaps to see how visitors interact with your site<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Create_a_conversion_funnel_to_visualize_the_customer_journey\" title=\"Create a conversion funnel to visualize the customer journey\">Create a conversion funnel to visualize the customer journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Start_putting_visual_data_into_practice\" title=\"Start putting visual data into practice\">Start putting visual data into practice<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/capturly.com\/blog\/how-to-turn-your-e-commerce-analytics-metrics-into-beautiful-reports\/#Guest_Author_Byline\" title=\"Guest Author Byline\">Guest Author Byline<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_problem_with_e-commerce_data\"><\/span><span style=\"font-weight: 400;\">The problem with e-commerce data<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s no almost no limit to the amount of data you can collect and analyze regarding your online store. From marketing and website engagement to sales and logistics, digital tools and platforms provide instant access to data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In theory, such a huge amount of data should make it easy to discover meaningful insights and trends that you can use to improve your store\u2019s performance. In reality, that\u2019s not always the case. The sheer amount of data available to store owners and managers means that e-commerce analytics can be complicated. As a result, they\u2019re often ignored.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One issue is that it\u2019s hard to get an overview of all of your important metrics in one place. Sure, <\/span><a href=\"https:\/\/mydigitalkube.com\/best-ecommerce-platforms\"><span style=\"font-weight: 400;\">your e-commerce platform<\/span><\/a><span style=\"font-weight: 400;\"> may show you website and sales data, but it won\u2019t necessarily include data on how an Instagram marketing campaign is performing or the state of the inventory in your warehouse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s hard for e-commerce entrepreneurs to connect the dots, according to <\/span><a href=\"https:\/\/www.digitalcommerce360.com\/2021\/12\/20\/the-holy-grail-of-ecommerce-data-intelligence-is-unified-analytics\/\"><span style=\"font-weight: 400;\">Chase Zieman<\/span><\/a><span style=\"font-weight: 400;\">, the chief data science officer of Cart.com, who said:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cFounders often fail to see relationships between insights from disparate corners of their business \u2014 social media ads, on-time delivery rates, or product-return requests \u2014 and miss out on additive lessons that arise when they address those data streams through a single unified platform.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">But this is also because e-commerce data can be so hard to understand. Pages of figures don\u2019t make for the most enticing or legible read. It\u2019s hard to get actionable insights from your site\u2019s analytics unless you devote hours to combing through every chart and table.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Data_visualization_is_the_answer\"><\/span><span style=\"font-weight: 400;\">Data visualization is the answer<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The answer isn\u2019t to disregard your data. Rather than shutting down your laptop, get a better lay of the land by turning that data into beautiful reports. Visualizing e-commerce data is a much more effective and efficient way to analyze your brand\u2019s performance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why? Because humans are visual learners. Our brains process images 60,000 times faster than text. Around 90% of the data our brains process is visual. A team of neuroscientists from MIT even found that our brains can process whole images in as little as <\/span><a href=\"https:\/\/news.mit.edu\/2014\/in-the-blink-of-an-eye-0116\"><span style=\"font-weight: 400;\">13 milliseconds<\/span><\/a><span style=\"font-weight: 400;\">. That\u2019s unbelievably fast.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By using charts, graphs, shapes, and other visual formats, <\/span><a href=\"https:\/\/www.clicdata.com\/blog\/what-are-bi-data-visualization-data-analytics\/\"><span style=\"font-weight: 400;\">data visualization<\/span><\/a><span style=\"font-weight: 400;\"> turns dreary text that takes hours to understand into engaging insights we can consume in seconds.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The benefits of doing so include the following.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Better insights<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The impact of your store\u2019s optimization hinges on the quality of your insights. As we\u2019ve already discussed, standard e-commerce data doesn\u2019t provide clear insights automatically. By visualizing e-commerce data, you can comprehend it better and generate insights that will positively impact your business.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Faster insights<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Speed is key in e-commerce. Every day matters, and the faster you can start making decisions about your business, the quicker you\u2019ll see results. This isn\u2019t possible with standard e-commerce data, but by turning it into visual reports, you\u2019ll be able to see <a href=\"https:\/\/capturly.com\/blog\/user-engagement-metrics\/\" target=\"_blank\" rel=\"noopener\">essential metrics<\/a> at a glance.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Better storytelling<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In cases where you need to get marketing or budgeting decisions approved by executives or shareholders, visual data makes for a much more compelling story. Senior leadership doesn\u2019t want to waste time scrolling through tables of statistics any more than you do. By showing them graphs, you can get your point across succinctly and get your new budget approved fast.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s easy to turn your e-commerce data into visual reports, and there are many ways to get started.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To rapidly unlock the power of your e-commerce data, you need an end-to-end <\/span><a href=\"https:\/\/www.clicdata.com\/blog\/future-of-data-analytics\/\"><span style=\"font-weight: 400;\">data analytics<\/span><\/a><span style=\"font-weight: 400;\"> platform to automatically extract data from all your systems and combine that data into interactive and automated dashboards.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Create_a_web_analytics_dashboard\"><\/span><span style=\"font-weight: 400;\">Create a web analytics dashboard<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re an e-commerce store, there\u2019s a good chance you have an analytics tool installed. More than <\/span><a href=\"https:\/\/trends.builtwith.com\/analytics\/Google-Analytics\"><span style=\"font-weight: 400;\">28 million<\/span><\/a><span style=\"font-weight: 400;\"> sites use Google\u2019s free analytics platform alone.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s not a surprise, given the sheer amount of data the right analytics generates. Unfortunately, there can be too much of a good thing. When you have a lot of tables and charts to sift through, key insights can get lost.\u00a0<\/span><span style=\"font-weight: 400;\">Rather than sift through dozens of reports your analytics platform creates for you, build a dashboard within the platform instead. A dashboard will distill your data, presenting only the key insights that actually matter to your store on a day-to-day basis. That means you can see at a glance how things are going and what needs improving.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of what a dashboard looks like in Capturly.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5368\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/1.png\" alt=\"web analytics dashboard\" width=\"975\" height=\"592\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/1.png 975w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/1-300x182.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/1-768x466.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/capturly.com\/features\/analytics-platform\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your analytics dashboard is made up of individual metrics that allow you to get a visual snapshot of the health of your site. Clicking on any of them will bring up a larger graph you can use for analysis.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re creating your own analytics dashboard on Capturly or another analytics tool, take care to avoid overloading it. If you add too many, it can be hard to glance at your dashboard and immediately understand your performance. That ruins the whole point of visualizing data in the first place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider limiting your visual dashboard to the following metrics and KPIs:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Site visits<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Traffic acquisition channels\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bounce rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average session duration<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Not every metric needs to be presented visually, but the more charts and graphs you add, the quicker you\u2019ll be able to assess the health of your store.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Build_a_comprehensive_e-commerce_dashboard\"><\/span><span style=\"font-weight: 400;\">Build a comprehensive e-commerce dashboard<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re going to the trouble of building a dashboard, why limit yourself to analytics data? Plenty of tools make it possible to collate a range of disparate data sources to get a complete view of your e-commerce store on a single screen.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can add almost any data you want to your e-commerce dashboard. That being said, there are several data sources we recommend including.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sales metrics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Every e-commerce store owner wants to know how many sales they\u2019re making over a given timeframe. But you can get more specific by including a widget that shows this week\u2019s best-selling products or the geographic location of customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you have sales data front and center, it\u2019s easy to spot issues with one of your most important KPIs. A sudden drop in sales could suggest an issue with your website or payment processor that you\u2019ll need to rectify immediately. On the other hand, a sudden increase can act as a reminder to check inventory levels.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Typical sales KPIs include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">New daily sales<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rolling weekly sales figures<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average order value<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of new customers<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Site analytics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is where you\u2019ll want to integrate Capturly to access all of that juicy behavioral website data. Steady traffic levels are vital to the health of any e-commerce store. That\u2019s why you need to keep your eyes on those metrics at all times.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many of the KPIs we discussed above will be relevant here. In particular, you\u2019ll want to think about including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Traffic levels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Acquisition channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bounce rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average time on site<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Financial data<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Go beyond sales by highlighting and analyzing your store\u2019s financial data. Revenue figures will likely be a core part of any e-commerce dashboard, but you may also want to draw in data from your <\/span><a href=\"https:\/\/www.frevvo.com\/blog\/invoice-management\"><span style=\"font-weight: 400;\">invoice management<\/span><\/a><span style=\"font-weight: 400;\"> tool to create a chart that tracks monthly invoices or helps you understand your bank balances at a glance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is particularly helpful for store owners who don\u2019t want to log into their bookkeeping software or online banking portal every day.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other financial KPIs and metrics include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average billing amount<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Taxes<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue by payment method<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost of returns<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5369\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/2.png\" alt=\"financial KPIs and metrics in diagram\" width=\"975\" height=\"640\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/2.png 975w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/2-300x197.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/2-768x504.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/www.frevvo.com\/blog\/invoice-management\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Logistics and warehousing data<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Inventory and logistics management are two of the biggest e-commerce challenges, which is why including them on your e-commerce dashboard is essential. By doing so, you\u2019ll know how much stock you have, how long shipping is taking, and what percentage of items are being returned.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making supply chain decisions like when to reorder inventory and which items to cut becomes significantly easier, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Logistics KPIs include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of orders sent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average delivery time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inventory levels<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5370\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/3.png\" alt=\"Logistics and warehousing data\" width=\"975\" height=\"371\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/3.png 975w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/3-300x114.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/3-768x292.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/www.shipbob.com\/blog\/new-free-analytics-reporting-tool\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><b>Note<\/b><span style=\"font-weight: 400;\">: While each of these data sources should be a part of your e-commerce dashboard, many deserve a dashboard of their own. There\u2019s absolutely no reason you can\u2019t have multiple dashboards \u2014\u00a0one that offers a birds-eye view of your company and several more that drill down into each part of it.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Use_heatmaps_to_see_how_visitors_interact_with_your_site\"><\/span><span style=\"font-weight: 400;\">Use heatmaps to see how visitors interact with your site<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Web analytics isn\u2019t the only way to <\/span><a href=\"https:\/\/www.clicdata.com\/blog\/customer-behavior-analysis-roi\/\"><span style=\"font-weight: 400;\">understand user behavior<\/span><\/a><span style=\"font-weight: 400;\">. A <a href=\"https:\/\/capturly.com\/features\/heatmaps\">heatmap provides<\/a> an aggregated view of how users click and scroll your site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Color-coded overlays show where users spend most of their time when browsing. Red and orange mean users spend a lot of time on these areas, while yellow and green receive less attention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you can see in the image below, users spend most of their time on Capturly\u2019s homepage focused on the navigation bar and the call to action button.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5371\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/4.png\" alt=\"heatmap\" width=\"975\" height=\"550\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/4.png 975w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/4-300x169.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/4-768x433.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/capturly.com\/blog\/how-to-use-heatmap-and-session-replay-to-optimize-your-website-redesign\/#Website_Heatmaps\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are several heatmaps you can create using a tool like Capturly. These include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hover maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scroll maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Attention maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Eye-tracking maps<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Click heatmaps focus on where your users click. This is the type of heatmap shown above and is a great way to find out whether users are clicking where you want.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the biggest insights e-commerce store owners can get from a click map is whether images should be clickable or not. If your non-clickable images are receiving a lot of clicks, it could suggest users want to see a larger image before making a purchase decision. It can also help you remove distracting elements \u2014 like the navigation bar when you want customers to checkout.\u00a0<\/span><span style=\"font-weight: 400;\">You can create these heatmaps for tablets and smartphones, but those are called touch maps.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hover maps track your users\u2019 mouse movements. These can be informative, but they shouldn\u2019t be used to optimize your site on their own. Mouse movement doesn\u2019t always correlate with eye gaze. In fact, users often leave their mouse on the right-hand side of the screen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Scroll heatmaps show how far down your page users scroll. This is an excellent way to measure the design of your pages and how committed your users are to scrolling. The warmer parts of the map are where users spend most of their time, and this is where the money is. If your important elements aren\u2019t in this zone, it might be worth moving them.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5372\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/5.png\" alt=\"scroll heatmap\" width=\"975\" height=\"535\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/5.png 975w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/5-300x165.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/5-768x421.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/capturly.com\/blog\/the-ultimate-guide-why-do-you-really-need-a-heatmap-tool\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/capturly.com\/blog\/why-google-analytics-is-not-enough-for-your-website\/\"><span style=\"font-weight: 400;\">trouble with a tool like Google Analytics<\/span><\/a><span style=\"font-weight: 400;\"> \u2014\u00a0even when you use a visual dashboard to understand the data \u2014\u00a0is that it\u2019s not always obvious why users behave the way they do. Seeing that one of your product pages has a 70% bounce rate shows that there\u2019s a problem. But it doesn\u2019t explain what the problem is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A heat map can solve this issue and others like it. Because you get a visual representation of how users spend their time on your site, you\u2019ll see which areas capture their attention and which don\u2019t.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maybe 70% of users don\u2019t take action on your product page because the call to action is all the way at the bottom of the page, and they\u2019re not scrolling there. The answer won\u2019t always be this obvious, but heatmaps can still help you visualize the problems your analytics tool highlights.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The data provided by heatmaps is incredibly actionable. When you can see exactly how users browse your store, you can start to make impactful changes to your pages. Those optimizations aren\u2019t based on assumptions, either. If the heatmap shows that customers aren\u2019t looking at your product images on certain pages, you know that changing them will have an impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It also spells out where your time is best spent. Bros Leather Supply Co. used to spend ages on its product copy. However, by using heatmaps, the company found that customers overwhelmingly focus on its product images rather than descriptions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the brand\u2019s founder <\/span><a href=\"https:\/\/sumo.com\/stories\/guide-to-using-heat-maps\"><span style=\"font-weight: 400;\">Adam Kail<\/span><\/a><span style=\"font-weight: 400;\"> says:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8220;Heat Maps have reinforced our need for great images on all of our product pages. We used to slave away over the right copy&#8211; but now we spend time getting images just right. Each image shows a different use or angle for our bags&#8230; Future customers want to know how the bag looks with a laptop inside, when it\u2019s full, when someone is wearing it.&#8221;<\/span><\/i><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Create_a_conversion_funnel_to_visualize_the_customer_journey\"><\/span><span style=\"font-weight: 400;\">Create a conversion funnel to visualize the customer journey<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The customer journey of most e-commerce stores is long, winding, and certainly not linear. To master the customer journey, you first must deeply understand the <\/span><a href=\"https:\/\/www.productmarketingalliance.com\/customer-needs-and-how-to-meet-them\/\"><span style=\"font-weight: 400;\">needs of your customers<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers typically take a variety of actions and visit your site multiple times before completing a purchase. There are plenty of ways for them to enter your funnel, but plenty of ways for them to leave, too.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why real-time data on the state of your funnel that allows you to identify leaks, make improvements, and optimize your conversion rate is so important. The impact on your bottom line could be huge.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Baymard Institute estimates the average large e-commerce site can increase conversion rates by <\/span><a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\"><span style=\"font-weight: 400;\">35.26%<\/span><\/a><span style=\"font-weight: 400;\"> through better checkout design alone. That equates to over $260 billion worth of purchases.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analytics data that describes which pages suffer from high bounce rates can be fine, but it only shows you a part of the journey in isolation. A better way to understand your customer funnel as a whole is to create a visual conversion funnel.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A conversion funnel report is a diagram of your store\u2019s conversion funnel that shows how people arrive at your site, the routes they take next, the places they leave it, and the percentage of consumers who complete a purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are several ways to create a funnel visualization report, but one of the easiest is using Capturly\u2019s built-in <\/span><a href=\"https:\/\/capturly.com\/features\/conversion-funnel\"><span style=\"font-weight: 400;\">conversion funnel tool<\/span><\/a><span style=\"font-weight: 400;\">. The tool helps you identify the key journeys on your e-commerce store, like signing up for a newsletter, adding an item to your cart, and checking out. Once identified, you can analyze them and combine your findings with the rest of Capturtly\u2019s tools to find out where your visitors are dropping off and why.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5373\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/6.png\" alt=\"conversion funnel to visualize the customer journey\" width=\"975\" height=\"592\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/6.png 975w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/6-300x182.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2022\/04\/6-768x466.png 768w\" sizes=\"(max-width: 975px) 100vw, 975px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/capturly.com\/features\/conversion-funnel\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The graph makes it very clear how many people fall out of each stage of the user journey. To understand why users are falling out of your funnel, combine the conversion funnel diagram with another of Capturly\u2019s features: session recordings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Session replay is an analytics tool that shows you the mouse movements of real visitors. It\u2019s essentially a playback video that shows exactly how users interacted with your site.\u00a0<\/span><span style=\"font-weight: 400;\">For instance, if a significant number of users are leaving your shopping cart halfway through checkout, you can use these recordings to understand exactly what is happening there. By watching session replays, you might see that users aren\u2019t willing to wait for your third-party gateway to load and are leaving before they pay. In this hypothetical case, you may look at integrating a new payment gateway with faster load times.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, session replays take your conversion funnels and make them even more visual. And the impact can be very powerful. By using the combination of the conversion funnel report and screen recordings, Tamagotchi-style fitness app Tep managed to identify and fix problems with its conversion funnel. In their case, users were too impatient to wait for the page to load. By implementing a splash page, they saw a <\/span><a href=\"https:\/\/capturly.com\/blog\/how-an-optimization-with-heatmaps-resulted-in-20k-app-downloads-for-tep\/\"><span style=\"font-weight: 400;\">10% decrease<\/span><\/a><span style=\"font-weight: 400;\"> in bounce rate.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Start_putting_visual_data_into_practice\"><\/span><span style=\"font-weight: 400;\">Start putting visual data into practice<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Are you feeling better? Making sense of e-commerce analytics doesn\u2019t have to be a tedious task. We humans can make far better sense of images than we can text and numbers. So it\u2019s time to do away with page after page of facts and figures and start to visualize data instead.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By visualizing e-commerce data through a dashboard, a heat map, or a conversion funnel, you can quickly get a sense of the health of your e-commerce store and how you can improve it. Thanks to the sheer number of data tools available to store owners, getting started is easy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So put that calculator away, bring out the pie charts, and start making sense of your e-commerce data.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Guest_Author_Byline\"><\/span><span style=\"font-weight: 400;\">Guest Author Byline<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Axelle Dervaux has experience in digital marketing with a focus on B2B marketing for SaaS companies. She\u2019s working in various marketing fields such as SEO and SEA, social media, lead nurturing, customer retention, product marketing. She is the Marketing Manager at <\/span><a href=\"https:\/\/www.clicdata.com\/\"><span style=\"font-weight: 400;\">clicdata.com<\/span><\/a><span style=\"font-weight: 400;\">, a cloud-based business intelligence, and data management platform.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you drowning in e-commerce data? Are tables upon tables of traffic source data, logistics reports, and billing receipts making your head spin? We feel you, and we\u2019re here with the antidote.\u00a0 While e-commerce stores are blessed with an enviable amount of data compared to their brick-and-mortar counterparts, trying to make sense of it can<\/p>\n","protected":false},"author":28,"featured_media":5374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[97],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 ways to visualize e-commerce analytics and metrics<\/title>\n<meta name=\"description\" content=\"Struggling to turn your e-commerce data into actionable insights? 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