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