3 Tracking Features Retailers Are Implementing and Asking For

3 Tracking Features Retailers Are Implementing and Asking For
Estimated Reading Time: 4 minutes

E-commerce websites are constantly evolving to keep up with changing consumer preferences and technology advancements. As a result, we are seeing an increasing number of site features that e-commerce websites are tracking and analyzing to improve the overall shopping experience. In this article, we will discuss three new site features that e-commerce websites are using to enhance their offerings and what we recommend to track.

Influencer Instagram Feeds with User-Generated Content

Just two years ago, more than 4.26 billion people were active on social media worldwide, a number projected to increase to almost six billion in 2027, according to Statista. Many e-commerce websites are leveraging influencer Instagram feeds to showcase user-generated content featuring their products. By using this approach, e-commerce websites can leverage the power of social proof to boost their credibility and increase conversion rates. Additionally, influencer Instagram feeds provide an opportunity to engage with customers and build brand loyalty by featuring real people using their products. 

The primary features InfoTrust consultants recommend to implement are outbound link clicks to social media content and the event location of such clicks. Based on general user behavior on e-commerce websites, it’s more likely that customers click on Instagram links on product display pages rather than other pages.

Express Checkouts: Lengthy Payment Steps May Frustrate Your Customers Significantly

One of the biggest challenges for e-commerce businesses is cart abandonment. Customers who are forced to navigate a lengthy checkout process are more likely to abandon their purchase before completing it. That’s where express checkouts come in. Express checkouts streamline the purchasing process, allowing customers to complete their purchase with minimal effort. By minimizing the number of steps required to make a purchase, e-commerce businesses can reduce cart abandonment rates and improve customer satisfaction.

From an analytics perspective, this streamlined checkout process can also simplify the tracking and measurement of customer behavior. Instead of having multiple events for each step of the checkout process, such as “add payment information” and “add shipping information”, there may only be one or two events to track, such as “checkout started” and “checkout completed”. This simplification can make it easier to analyze the customer journey and identify areas where improvements can be made. Additionally, by reducing the number of steps and events in the checkout process, the likelihood of tracking errors or data discrepancies may also be reduced, leading to more accurate and reliable analytics data.

Buy Now Pay Later Options

Another trend that has been gaining popularity in the e-commerce world is buy now pay later options. You may have encountered options such as Klarna and Afterpay at the add payment step. These options allow customers to purchase products and pay for them over time, often with no interest or fees. This type of payment plan can be particularly appealing to customers who want to make a larger purchase but may not have the funds to do so upfront. 

From an analytics perspective, offering buy now pay later options can provide valuable insights into customer behavior and preferences. By tracking this feature as a third-party payment and differentiating it from other payment types, e-commerce businesses can identify how many customers are using this option and analyze their purchase patterns, such as the products they are buying and how often they use the buy now pay later feature. 

This data can be used to optimize marketing strategies, such as targeting customers who frequently use this option with relevant promotions or identifying popular product categories that are frequently purchased using buy now pay later options. Additionally, tracking this feature can help businesses monitor the performance of their payment providers and ensure that the checkout process is seamless and error-free for customers.


Overall, e-commerce websites are constantly evolving to provide customers with the best possible shopping experience. By tracking and analyzing new site features, e-commerce websites can stay ahead of the competition and meet the evolving needs of their customers. From influencer Instagram feeds to express checkouts and alternative payment options, these site features can help increase sales, improve customer satisfaction, and build brand loyalty.

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  • Hong Cheng

    Hong Cheng is currently a digital analytics consultant at InfoTrust. In this role, she helps D2C and retailer clients collect robust data across platforms and devices. She is committed to helping clients have a solid tag implementation, an essential first step for making data-driven decisions. She is a life-long analytics learner, digital marketing enthusiast, and she always wants to learn more about consumers and businesses.

Originally Published: March 13, 2023

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March 13, 2023

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