Tracking your internal site search engine is a great way to optimize your e-commerce store. The standard X-Cart reporting of site search does very little in helping you better analyze your visitor patterns.

You can uncover more actionable data by including Site Search in your Google Analytics reports. For more help on actionable data checkout the Top 5 Actionable Analytics Reports For X-Cart post.

To accurately track internal site search for X-cart (using X-Cart’s standard search engine) you must follow two steps.

NOTE: If you are using Altered Carts Smart Search module you can skip to step 2.

Installation

1. First we must modify the code.

Navigate to skin1/modules/Google_Analytics/ga_code.tpl and replace those contents with the following tpl:

X-Cart ga_code.tpl for Google Analytics Site Search

Be sure to replace UA-XXXXXX-X with your actual Analytics account number.

Save the new file and upload it over the old (after backing up).

2. Now login to your Google Analytics account

• Click the ‘Edit’ link next to your profile and on the next page in the first box click the upper right corner that says ‘Edit’

Adjust your Site Search settings so they match below

All set! To view your new Site Search data navigate to Content->Site Search inside your profile

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What exactly is a value proposition?
A value proposition is a company statement or theme that answers the following: Why should I buy from you instead of a competitor (or find an alternative solution)?

This is a question that all of your visitors ask themselves, half of the time subconsciously, and must be addressed for business success.

A value proposition is not an opportunity for a vague “We offer the lowest prices and have the best customer service” pitch (who doesn’t?). It should instead focus on distinct benefits that speak directly to your target audience (in their terminology) and differentiates you from competitors as clearly the optimum choice to meet their needs.

Claims should be substantiated and/or quantified.

Example:

No – Xyz is a painting supply company offering the lowest prices

Yes – Xyz was rated #1 by Painters Choice Magazine for best pricing and overall value.

How do I create or refine my value proposition?
To create your value proposition you need to answer: Who is my target customer/market and why should they buy from me instead of a competitor? Try to think like your customer and what their needs / worries might be. Make sure you are honest and do not try to be all things to all people.

Focus on your customer. Remember, the more quantitative and exclusive your value proposition is, the stronger affect it will have on your bottom line. Use reviews, testimonials and success stories to support your value proposition.

For more help, download the Squeeze Juice Value Proposition Template at the end of this article.

Help! We have a couple value propositions and we can’t decide which one to use! / Ok, I’ve created my value proposition, now what?

Time to test! Take your value proposition(s) on over to your Google AdWords account and set-up an Ad Group with relevant keywords and use each value proposition as a specific ad. Example:

Value Proposition – “Xyz offers a 5,000 color “no-drip” paint selection for canvas artists and was rated #1 by Painters Choice Magazine for besting pricing.”

Alternative Value Proposition – “Xyz offers a 5,000 color “no-drip” paint selection for canvas artists and was rated #1 by Painters Choice Magazine for overall value.”

To test these we might try the following ads (make sure the under campaign settings the option ‘Rotate: Show ads more evenly’ is selected!)

5000 No-Drip Paint Colors
Choose From Over 5000 Colors
#1 Best Pricing by Painters Choice
www.XyzPainting.com

5000 No-Drip Paint Colors
Choose From Over 5000 Colors
Painters Choice – #1 Overall Value
www.XyzPainting.com

You can test as many variations as you’d like – just keep in mind the more testing the longer you’ll have to wait for your results! The ad that receives the highest click-through-rating / conversion rate is your winner and gives you a solid place to start.

To further assist you I have created a Value Proposition Template Worksheet that you can use to help you uncover your value proposition.

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