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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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:<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 /><br /><br />
  12. 12. Sound advice… BUT NEED TO THINK BEYOND THE FUNNEL<br />Source: Presented at Emetrics by Dr. Martin Armstrong, CTO & COO of<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 /><br />
  18. 18. Segmenting search visits<br />
  19. 19. See <br /><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 /><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 /><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 /><br />
  43. 43. UsingRACEforDigitalMarketing Optimisation<br /><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 /><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 /><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 builder<br />
  48. 48. Advanced segmentation for social media <br />See also:<br />Source (Step 10) :<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:<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 /><br /><br />  <br /><br /><br /><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: <br />Regex tester:<br /><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:<br />See also<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 /><br />NB – Segmenting funnel:<br />
  64. 64. Segment your funnels!<br />Source:<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:<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<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 /><br /><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:<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 /><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><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 /><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="">Continue to Step 2</a><br />Traditional ga.js tracking<br /><a onclick="javascript: pageTracker._trackPageview ('/motor/step1-complete/');" href="">Continue to Step 2</a><br />See<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 /><br /><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:<br />E-retail example:<br />
  84. 84. E-retail example:<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:<br />
  86. 86. Google Website Optimizer case study<br />Source: Moneyspyder blog (with permission):<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):<br />
  88. 88. Use Feedback tools for…“Why” not “What”<br /><br />
  89. 89. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptions<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 /><br /><br /><br />Blog<br /><br />Feeds<br /><br />Email Newsletter<br /><br />
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