• What can you tell us about yourself?
• What did you buy?
• What matters to you when buying X?
• How long was the shopping process?
• Comparison shopping? How many other sites?
• Which doubts & hesitations did you have?
• Which questions did you have, but couldn’t find answers to?
• What made you buy from us?
• What can be improved?
Exit / web surveys
• Google Consumer Surveys
And talk to
• 5 to 10 tests
• Right target group
• Tasks that affect KPIs
GA Health check
• Very low bounce rate – code loaded 2x
• Top referring domain is the domain itself – subdomain tracking
• Track virtual pageviews for all product, category type pages
• Ecommerce, site search tracking – on and configured?
• Many different funnels merge into one
• Traffic filtering
• Event tracking for key objectives (e.g. add to cart), error messages
• Outbound, downloads, viewport size
• In-page analytics set up?
site as a user,
Mozilla Compatible Agent
• IE8 = 1.41% revenue
• IE8 converts at 20% of IE9
• Some nasty bugs cause the
problem. Worth fixing?
• That 1.41 is worth nearly
6% more revenue
Identifying easy wins
• Resolution and Conversion/Bounce
• Device type and Conversion/Bounce
• Browser/Category and Conversion/Bounce
• Landing page routes, bounce and conversion
• Time of day and Day of Week by device type
• Any Funnel reporting (manual or configured)
• Conversion and bounce by traffic segments
• Mapping the journey (flow reports or navigation)
• Performance testing
• Other Advanced segments
• Looking for things that are broken – or anomalies
Custom reports: download later
Conversions per browser https://www.google.com/analytics/web/template?uid=MfqIH5cwSwCvfJy3aLvBiw
Conversions per device https://www.google.com/analytics/web/template?uid=cr_1cTLXRxOlGxEKNfmRvA
Search conversions https://www.google.com/analytics/web/template?uid=_hswj04SQZezxbWb0zVgEg
New vs returning https://www.google.com/analytics/web/template?uid=RAgAhuO4QQyM_FO8dkoj8Q
Conversions per keyword https://www.google.com/analytics/web/template?uid=_A-rT5J5QH6jUyrvsKn9Dw
Conversions per location
Conversions per time of day
Conversions per day of the week https://www.google.com/analytics/web/template?uid=1fA2IQTiSQ_Ny_7e8WpDA
Top landing pages https://www.google.com/analytics/web/template?uid=wN5VKxbqSdS212m08xT3Bg
Best converting traffic sources