0
Using Google Analyticsto improve Ecommerce results<br />Dr Dave Chaffey, CEO Smart Insights<br />October 6th 2010ECMOD, Lo...
Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%.     Source:   <br />
Getting the most from GA<br />What do you use?<br />Funnel analysis  <br />Custom segments<br />Custom reports<br />Custom...
Workshop structure<br />
About Dave Chaffey<br />Strategy &analytics<br />Search & conversion<br />Strategyconsulting<br />Books<br />Qualification...
Working with reports in a smarter way<br />Customisation technique 1<br />
Source: Craig Sullivan independent survey 2009 <br />
Source: Craig Sullivan independent survey 2009<br />
Content drilldown shows relativepage type efficiency<br />Practical tip <br />Review % age of visits by different landing ...
The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value ...
Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL<br />Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of...
Smarter reporting options<br />Filter reports with simple filter based on page or keyword name <br />New: an Advanced Filt...
Example Pivot + Filter<br />Practical tip <br />Use New Weighted Sortto gain a similar effect<br />
Use GA’s “Intelligence”<br />Tip: Use Custom Alerts in your system<br />Read post on setting up Intelligence<br />
Segmenting your audience by setting up advanced segments<br />Customisation technique 2<br />
Segmenting Traffic value<br />Key referring segments:<br />Search<br />Paid vs Natural<br />Branded vs non-branded<br />Em...
Segmenting search visits<br />
See <br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/<br /...
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
Returning visitor
Registered visitor
Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
<3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
Product page
Checkout complete
Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br />  Convers...
Screen resolution
Mobile platforms</li></ul>8. Segmentation by Location <br />Main markets<br /><ul><li>UK
US
FIGS
ROW</li></ul>+ By behaviour – search and browse<br />
Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time...
‘How to’ example of a custom segment<br />Notes: <br />1. Chose  a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contain...
Gap analysis to maximise search value<br />Should show:<br />Potential performance from keyphrase estimators<br />Your act...
Creating dashboards and custom reports within Google Analytics<br />Customisation technique 3<br />|  23<br />
How do you use the dashboard??<br />
Drilling Down with Custom reports + segmentation<br />
Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time...
UsingRACEforDigitalMarketing Optimisation<br />http://www.smartinsights.com/blog/digital-marketing-strategy/digital-market...
RACE dashboard for Eretail<br />
Setting up marketing campaign tracking<br />Customisation technique 4<br />
Campaign tracking <br />Adwords will be tracked automatically provided you have specified within Adwords<br />All other re...
Tip: Use a URL builder or spreadsheet<br />Another example – Email marketing<br />Many Email service providers have this a...
Advanced segmentation for social media <br />See also:  www.davechaffey.com/online-reputation-management-tools<br />Source...
New May 2010 Google AdwordsBeta and Search Funnels<br />
Modifying profile setup within “Google Analytics Settings”<br />Customisation technique 5<br />Goals and funnels<br />
“How does our conversion compare?”<br />Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statisti...
Filters and profiles:Use site URL structure for countries, product categories, etc.<br />Process:<br />Create Advanced seg...
Filter example<br />
You need to know basics of Regular Expressions before working on profiles<br />Why are RegEx needed? Range of situations…<...
New – 20 goals in GA so group them!<br />
Setting up conversion goals<br /><ul><li>Remember to
Setup multiple conversion goals
Attach notional value to each
Can then assess $Index value    by referrer and content
Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal</li></ul>Conside...
Conversion funnels<br /><ul><li>These can be setup for each conversion goal
Example: Email sign-up, Landing page, checkout
Consider higher level funnels – or use conversion goals for these</li></li></ul><li>Example of simple funnel setup and wha...
Segment your funnels!<br />Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics<br />
Tracking on-site search<br />Coremetrics UK Retail benchmarks<br />Tip find the search query parameter from the URL of a s...
Case study: Next.co.uk<br />Aim: Evaluate business case for improving onsite search merchandising<br />Methodology:  For e...
Customisations that require server modifications<br />Customisation technique 6<br />
Ecommerce tracking<br />See http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html<br />
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Google analytics How To for Ecommerce Sites

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A 1 hour workshop by Dave Chaffey for ECMOD 2010 London covering basic to advanced customisation of Google Analytics for Ecommerce sites

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Transcript of "Google analytics How To for Ecommerce Sites"

  1. 1. Using Google Analyticsto improve Ecommerce results<br />Dr Dave Chaffey, CEO Smart Insights<br />October 6th 2010ECMOD, London<br />Download presentation from: SmartInsights.com<br />
  2. 2. Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%. Source: <br />
  3. 3. Getting the most from GA<br />What do you use?<br />Funnel analysis <br />Custom segments<br />Custom reports<br />Custom variables <br />
  4. 4. Workshop structure<br />
  5. 5. About Dave Chaffey<br />Strategy &analytics<br />Search & conversion<br />Strategyconsulting<br />Books<br />Qualifications<br />Best<br />practice<br />
  6. 6. Working with reports in a smarter way<br />Customisation technique 1<br />
  7. 7.
  8. 8. Source: Craig Sullivan independent survey 2009 <br />
  9. 9. Source: Craig Sullivan independent survey 2009<br />
  10. 10. Content drilldown shows relativepage type efficiency<br />Practical tip <br />Review % age of visits by different landing page types <br />(for first time and repeat visitors)<br />
  11. 11. The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.<br />2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. <br />3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.<br />http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/<br />http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205<br />
  12. 12. Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL<br />Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of koodos.com<br />
  13. 13. Smarter reporting options<br />Filter reports with simple filter based on page or keyword name <br />New: an Advanced Filter on variables or weighted sort<br />Use Pivot tables<br />New: Setting annotations – beneath the top chart<br />Intelligence Beta:Review standard alertsvia left menu<br />
  14. 14. Example Pivot + Filter<br />Practical tip <br />Use New Weighted Sortto gain a similar effect<br />
  15. 15. Use GA’s “Intelligence”<br />Tip: Use Custom Alerts in your system<br />Read post on setting up Intelligence<br />
  16. 16. Segmenting your audience by setting up advanced segments<br />Customisation technique 2<br />
  17. 17. Segmenting Traffic value<br />Key referring segments:<br />Search<br />Paid vs Natural<br />Branded vs non-branded<br />Email marketing<br />Affiliates<br />Social media<br />Don’t forget:<br />New vs returning/customer non-customer<br />First and last referrer. Use attribution scripts:<br />http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en<br />
  18. 18. Segmenting search visits<br />
  19. 19. See <br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/<br />Advanced segments – more options<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  20. 20. Natural
  21. 21. Paid and natural brand and non-brand
  22. 22. By number of keywords – 2,3,4
  23. 23. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  24. 24. Returning visitor
  25. 25. Registered visitor
  26. 26. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  27. 27. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  28. 28. Product page
  29. 29. Checkout complete
  30. 30. Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform (less important)<br /><ul><li>Browser
  31. 31. Screen resolution
  32. 32. Mobile platforms</li></ul>8. Segmentation by Location <br />Main markets<br /><ul><li>UK
  33. 33. US
  34. 34. FIGS
  35. 35. ROW</li></ul>+ By behaviour – search and browse<br />
  36. 36. Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time more easily<br />2. Value reporting. Repeat the value of different contributors:<br />Keywords<br />Landing pages<br />Product categories<br />Countries <br />3. Role-based reporting.Setup different tabs for different types of people or marketing activity<br />http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html<br />
  37. 37. ‘How to’ example of a custom segment<br />Notes: <br />1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names<br />2. No metrics are required.<br />3. Test the segment first, but you will need to enter a name for the segment to do this. <br />4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.<br />5. Note that segments are specific to a profile initially – you may want to share them. <br />
  38. 38. Gap analysis to maximise search value<br />Should show:<br />Potential performance from keyphrase estimators<br />Your actual performance (position, clicks, conversion, sales, value):<br />Paid – absolute and relative<br />Natural – absolute and relative<br />Integrate sourceswith scripts or<br />Excel VLOOKUP()function<br />http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/<br />
  39. 39. Creating dashboards and custom reports within Google Analytics<br />Customisation technique 3<br />| 23<br />
  40. 40. How do you use the dashboard??<br />
  41. 41. Drilling Down with Custom reports + segmentation<br />
  42. 42. Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time more easily<br />2. Value reporting. Repeat the value of different contributors:<br />Keywords<br />Landing pages<br />Product categories<br />Countries <br />3. Role-based reporting.Setup different tabs for different types of people or marketing activity<br />http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html<br />
  43. 43. UsingRACEforDigitalMarketing Optimisation<br />http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template<br />
  44. 44. RACE dashboard for Eretail<br />
  45. 45. Setting up marketing campaign tracking<br />Customisation technique 4<br />
  46. 46. Campaign tracking <br />Adwords will be tracked automatically provided you have specified within Adwords<br />All other referring campaign traffic sources need parameters adding where practical<br />Example: <br />http://econsultancy.com/reports/search-engine-optimization-seo-best-practice-guide?utm_medium=affiliate&utm_source=generic<br />
  47. 47. Tip: Use a URL builder or spreadsheet<br />Another example – Email marketing<br />Many Email service providers have this as a feature – just need to enable<br />http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909<br />&utm_campaign=CCXAQ081009A<br />&utm_source=Monthly_xArts_Email<br />&utm_medium=Internal_Email<br />&utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro]<br />Try the Google URL builderhttp://www.google.com/support/analytics/bin/answer.py?answer=55578<br />
  48. 48. Advanced segmentation for social media <br />See also: www.davechaffey.com/online-reputation-management-tools<br />Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/<br />
  49. 49. New May 2010 Google AdwordsBeta and Search Funnels<br />
  50. 50. Modifying profile setup within “Google Analytics Settings”<br />Customisation technique 5<br />Goals and funnels<br />
  51. 51. “How does our conversion compare?”<br />Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics<br />
  52. 52. Filters and profiles:Use site URL structure for countries, product categories, etc.<br />Process:<br />Create Advanced segment to test filter.<br />Create filter.<br />Apply to a test profile (only used for testing purposes – can check in minutes).<br />Create final profile and apply filter.<br />Grant access to this profile<br />To avoid a problem of errors there should be a master profile which NEVER has any filters applied.<br />Further reading:<br />http://www.advanced-web-metrics.com/blog/2009/12/09/how-to-choose-between-advanced-segments-versus-profile-filters-in-google-analytics/<br />http://www.google.com/support/conversionuniversity/?hl=en<br />http://services.google.com/analytics/breeze/en/accounts_profiles/index.html  <br />http://services.google.com/analytics/breeze/en/filters/index.html<br />http://code.google.com/apis/analytics/docs/concepts/gaConceptsAccounts.html<br />http://code.google.com/apis/analytics/docs/tracking/gaTrackingSite.html<br />
  53. 53. Filter example<br />
  54. 54. You need to know basics of Regular Expressions before working on profiles<br />Why are RegEx needed? Range of situations…<br />The main RegEx you need…<br />A. Pipe “|” matches alternatives pages “Or”:^/(car-insurance|van-insurance|)/<br />B. Caret “^” matches head – everything from start of string<br />C. “?” Last character optional - Chaff?e?y<br />D. “$” Don’t’ match if any characters after this e.g. ^/$ <br />E. “” Escape (ignore) the next character /folder?pid=123<br />Test with… Adv. Segments, Filters, Test Profiles<br />Guide: http://www.lunametrics.com/blog/2010/05/20/regular-expressions-ebook-relic-valuable-tool <br />Regex tester: http://www.analyticsexperts.com/resources/google-analytics-regex-filter-tester<br />http://www.regular-expressions.info/javascriptexample.html<br />
  55. 55. New – 20 goals in GA so group them!<br />
  56. 56. Setting up conversion goals<br /><ul><li>Remember to
  57. 57. Setup multiple conversion goals
  58. 58. Attach notional value to each
  59. 59. Can then assess $Index value by referrer and content
  60. 60. Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal</li></ul>Consider additional goals – social bookmarking, commenting, catalogue requests, etc<br />See Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-goals.html<br />See also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/<br />
  61. 61. Conversion funnels<br /><ul><li>These can be setup for each conversion goal
  62. 62. Example: Email sign-up, Landing page, checkout
  63. 63. Consider higher level funnels – or use conversion goals for these</li></li></ul><li>Example of simple funnel setup and what NOT to do <br />Gotchas 1. The match type also applies to the funnel care with exact match <br />Gotchas 2. Not actually the URL start with /<page><br />Gotchas 3. Including a trailing slash /<br />Gotchas 4. Missing/wrongly assigning goal value<br />Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel<br />http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/<br />NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/<br />
  64. 64. Segment your funnels!<br />Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics<br />
  65. 65. Tracking on-site search<br />Coremetrics UK Retail benchmarks<br />Tip find the search query parameter from the URL of a search results page<br />
  66. 66. Case study: Next.co.uk<br />Aim: Evaluate business case for improving onsite search merchandising<br />Methodology: For example search use Google Website Optimizer to AB Test current search results page for “Boys socks” against a static “ideal” example<br />Results: The new results page caused a reduction in search exit rate of 19%. If this reduction was replicated across all onsite searches, it would result in a 4.1% increase in online revenue.<br />
  67. 67. Customisations that require server modifications<br />Customisation technique 6<br />
  68. 68. Ecommerce tracking<br />See http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html<br />
  69. 69. Consider using new Async tracking…<br /> Google Analytics Asynchronous tracking was announced Dec 2009, live May 2010, it enables you to add tracking code within <head> potentially increasing page views and bounce rate <br />Instructions/background:<br />http://analytics.blogspot.com/2010/05/its-now-easy-to-set-up-new-sites-with.html<br />http://code.google.com/apis/analytics/docs/tracking/asyncTracking.html<br />
  70. 70. Tracking user actions that don’t have pages associated…<br />Examples:<br />A . Tracking calls-to-action – clicks on links and buttons<br />B. Steps in a funnel process which don’t have separate pages e.g. Forward, Back, Next, Save<br />Options:<br />1. Event-tracking – easier – has it’s own separate reports best for links, but NB CAN’T SETUP GOALS<br />2. Virtual page views – can track goals and can create URLs for RegExp processing, but NB WILL INFLATE PAGE VIEWS<br />Also: http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics<br />
  71. 71. A/B testingshoweed the products with customer generated reviews and fitting advice had a 6.2-14.2% increase in conversion rate.<br />http://thejohnfmoore.com/2010/02/12/espares-a-uk-company-that-is-delivering-value-with-social-media<br />
  72. 72. Using event tracking in GA <br /><ul><li>Use event tracking for finding how popular different activities are:
  73. 73. Downloading documents (PDFs)
  74. 74. Clicking outbound links
  75. 75. Playing video clips
  76. 76. Add to basket
  77. 77. Best script to apply :</li></ul>http://blog.immeria.net/2009/01/google-analytics-script-to-track.html<br />Async tracking example:<br />_gaq.push(['_setAccount', 'UA-XXXXX-X']);<br />_gaq.push(['_trackPageview']);<br />...<br /><a onclick="_gaq.push(['_trackEvent', 'category', 'action', 'opt_label', opt_value]);">click me</a><br />Traditional ga.js tracking example:<br />varpageTracker = _gat._getTracker('UA-XXXXX-X');<br />pageTracker._trackPageview();<br />...<br /><a onclick="pageTracker._trackEvent('category', 'action', 'opt_label', opt_value);">click me</a> <br />http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html<br />
  78. 78.
  79. 79. Virtual Page Views<br />Can also use Virtual Page Views, e.g. for funnel steps but need to exclude False Page Views with additional filter? <br />Async tracking <br /><a onclick="javascript: _gaq.push(['_trackPageview', '/motor/step1-complete/']);" href="http://www.someurl.com/process-form">Continue to Step 2</a><br />Traditional ga.js tracking<br /><a onclick="javascript: pageTracker._trackPageview ('/motor/step1-complete/');" href="http://www.someurl.com/process-form">Continue to Step 2</a><br />See http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/<br />
  80. 80. Segmenting pages/product by performance<br />Page or product popularity (views)<br />or page view variance (compared to average)<br />Conversion rate<br />Or conversion rate variance (add to basket) compared to average<br />
  81. 81.
  82. 82. Cross-domain tracking <br />http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55503<br />http://services.google.com/analytics/breeze/en/domains_subdomains/index.html<br />
  83. 83. Custom variables in Google Analytics<br />Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.<br />Now _setCustomVar<br />With up to 20 variables<br />Possible applications:<br />Different subscribers - bronze, silver, gold<br />Customers vs non-customers<br />Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html<br />E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/<br />
  84. 84. E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/<br />
  85. 85. Google Website Optimizer:7 key test types<br />AB Test (ABC Test)Compare 2 or more page versions<br />Multivariate testCompare different versions of page elements<br />Split-path testCompare 2 or more linear paths<br />Multipath multivariate testMulti-elements, multipages<br />Do Anything TestMeasure multiple conversion goals<br />Linger testMeasure engagement with page<br />Click testMeasure clicks on advertiser links or to an external checkout<br />Read more: http://www.grokdotcom.com/2007/11/02/google-website-optimizer-7-powerful-tests/<br />
  86. 86. Google Website Optimizer case study<br />Source: Moneyspyder blog (with permission):http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html<br />
  87. 87. Combining event tracking with GWO<br />Each variation / recipe in GWO is tracked as a separate event and can then be used to view more granular info – e.g. influence on AOV <br />Source: Moneyspyder blog (with permission):http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html<br />
  88. 88. Use Feedback tools for…“Why” not “What”<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />
  89. 89. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />
  90. 90. Voice of the customer<br />
  91. 91. Gaining site and business innovation ideas through Uservoice<br />
  92. 92. Always be TestingYour toolkit<br />
  93. 93.
  94. 94. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com/blog<br />Feeds<br />www.feedburner.com/smartinsights<br />Email Newsletter<br />www.smartinsights.com<br />
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