Google analytics How To for Ecommerce Sites
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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

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 Google analytics How To for Ecommerce Sites Presentation Transcript

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