0
1
Google Analytics for Miva Merchants
Morgan Jones
eComIQ
3/7/14
Agenda
1st Hour:
• Introduction to Google Analytics
• Key Google Analytics metrics and definitions
• Reporting overview – ...
eComIQ
3
• Full-Service Digital Agency
– SEO (Natural/Organic Search)
– SEM (Pay-Per-Click)
– Conversion optimization
– We...
PPC
Miva Merchant PPC agency
• 10% of ad spend ($500/month minimum billing)
• Dedicated account manager with direct access...
My Babies
5
• Largest Greek imports retailer on
the web
• Online since 2004
• Miva Merchant since 2004
• Launched in 2006
...
Why Do You
Need Analytics?
Website Analytics enables monitoring of visitor behavior
• How they reached the site
• Where th...
Key Metrics
Visits = Total visit sessions* in the
timeframe selected
Unique Visitors = Number of unique
visitors in the ti...
Key Metrics
Goal - Definition
A goal is a website page which a visitor reaches once they have made a
purchase or completed...
Location Reporting
Identify best performing countries, states, and cities.
9
Location Reporting
Sort by any column
10
Mobile Reporting
Identify mobile impact
11
Traffic Sources
Identify which sources of traffic are driving the most business
12
Keywords
Identify which keywords drive revenue
13
Top Pages
Identify which pages get the most pageviews and their engagement
14
Page Load Times
Identify slow loading pages that may cause abandonment
15
Site Search
Identify what visitors are searching for
16
Ecommerce
Ecommerce Conversion Rate = Transactions/Visits
Average Value = Total Revenue/Transactions
Unique Purchases = Us...
Ecommerce –
Product Performance
Identify which products are generating the most revenue
18
Real-Time (Demo)
Cool!
19
Additional Reporting
20
Dashboards
• Configure and save for quick reference
• Focus on most important metrics 21
Shortcuts
Great when needing advanced segments or filters applied
22
Intelligence
Nice try!
23
Intelligence – Custom Alerts
Great for identifying “broken glass” issues
24
Intelligence – Custom Alerts
Concierge – try it for free!
www.PowerMyAnalytics.com
Will monitor and alert:
- Visits
- Boun...
Report Features
26
Advanced Segments
27
Advanced Segments
Built-in Segments = already provided by GA
Custom Segments = you make your own
28
Custom Advanced
Segments
View reports for one particular segment, such as purchasers
29
Sampling
Slide the right to improve precision
30
Custom Reports
31
Custom Reports
Create reports “just the way you want them”
32
Email Reports
33
Email Reports
Receive reports via email at a set frequency
34
Export Reports
35
Export Reports
36
Premium Only
Add To Dashboard,
Shortcut
37
Goals & Funnels
Great report for
identifying
opportunities with
checkout issues:
• Shipping options
• Shipping pricing
• P...
Creating Goal Funnels
39
Questions?
40
Using Google Analytics To Grow Revenue
41
Cash Flow Is King
42
Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Yahoo
Cost
MSN
Cost Total Net Profi...
Cash Flow Is King
Steps to report profitability by category:
1) Identify how many categories you need to report, based on:...
Cash Flow Is King
What to consider if you are not profitable:
• Loss leader?
• Lifetime value
• Ramping up the business
• ...
ROI By Sales Channel
• Compare Google, Bing, Facebook, Amazon, etc. side-
by-side
• Enables re-allocation of advertising b...
Site Optimization
High abandonment drove action!
- Higher abandonment for Checkout By Amazon than our online credit card
p...
Site Optimization
A/B test site changes to grow revenue
47
Site Optimization
Created “BASK1” page w/out Checkout By Amazon link
48
Site Optimization
Original Page – “BASK”
49
Site Optimization
New Page without Checkout By Amazon link – “BASK1”
50
Site Optimization
Experiment setup
51
Site Optimization
52
Keyword & Product
Discovery
53
Campaign Tracking
- Bing PPC - Google Shopping, etc.
- Email newsletters - Banners on other sites
- Facebook PPC - Faceboo...
Campaign Tracking
55
Campaign Tracking
56
Event Tracking
57
Used to identify actions that take place “within a page”
• Downloads
• “Add to cart”
• Used shipping cal...
Event Tracking
58
Track errors
Event Tracking
59
Identify which errors are causing abandonment and improve messaging
Event Tracking
OPAY Page JS
60
<script type="text/javascript">
try{ var lookups={
"-3" : "Please retry pressing the contin...
Event Tracking
61
Provide better messaging to guide the shopper through errors in checkout
Attribution
62
• Identify sources of traffic that “Assist” in sales, but do not get credit for
the “last click” purchase
•...
Phone Order Tracking
63
• Uses “Visitor ID” instead of dynamic phone numbers
• Report revenue from phone orders in Google ...
Summary
• Ensure Google Analytics is implemented and reporting correctly
– Advanced implementation (cost import, site sear...
Universal Analytics and Google Tag Manager
65
Universal Analytics
• The future in advanced GA reporting and features
– New Ecommerce reporting coming soon
– Offline tra...
Google Tag Manager
• Consolidate all your tracking codes into Tag Manager and enhance Miva
reporting capabilities
– Faster...
Conversion Rates By Product Added To Cart
• Identify products that do not convert well after adding to cart
– Optimize shi...
Identify How High Shipping Rates
Impact Conversion Rates
• Optimize product and shipping pricing to drive the most revenue...
Questions?
70
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Google Analytics for Miva Merchants by Morgan Jones

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MivaCon 2014 Breakout Session: Google Analytics for Miva Merchants
Presented by Morgan Jones

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Transcript of "Google Analytics for Miva Merchants by Morgan Jones"

  1. 1. 1 Google Analytics for Miva Merchants Morgan Jones eComIQ 3/7/14
  2. 2. Agenda 1st Hour: • Introduction to Google Analytics • Key Google Analytics metrics and definitions • Reporting overview – key reports for merchants 2nd Hour: • Using Google Analytics to drive your business • Reporting strategy • Campaign tagging strategy • Profitability reporting • Google Tag Manager and Universal Analytics 2
  3. 3. eComIQ 3 • Full-Service Digital Agency – SEO (Natural/Organic Search) – SEM (Pay-Per-Click) – Conversion optimization – Web Design – Social Media • Analytics Consulting Company – Focus is Google Analytics – Customized Analytics Integration Consultant – Consultant for Driving Action from Data • Consultant For Over 250 Miva Merchant Companies
  4. 4. PPC Miva Merchant PPC agency • 10% of ad spend ($500/month minimum billing) • Dedicated account manager with direct access (phone and email) • Includes Analytics setup and support • Includes monthly report with focus metrics reported vs. established goals • Includes additional consulting at no additional charge – Conversion optimization – Value proposition development – Competitive analysis 4
  5. 5. My Babies 5 • Largest Greek imports retailer on the web • Online since 2004 • Miva Merchant since 2004 • Launched in 2006 • Google Analytics certified partner since 2008 • AdWords and Bing Certified Partner • Launched in 2011 • The “Miva Central” to-be of Google Analytics apps • Launched in 2009
  6. 6. Why Do You Need Analytics? Website Analytics enables monitoring of visitor behavior • How they reached the site • Where they went when they landed on the site • Whether or not they were successful in completing a goal on the site (purchase, lead, etc.) Website analytics identifies opportunities for improving conversion rates so you make more $$$ 6
  7. 7. Key Metrics Visits = Total visit sessions* in the timeframe selected Unique Visitors = Number of unique visitors in the timeframe selected Pageviews = Number of pages viewed Pages/Visit = Average pageviews per visit Avg. Visit Duration = Average time a visitor spent on the site Bounce Rate = % of visitors that only visited one page % New Visits = % of visitors that had not visited the site ever before 7 *Session resets when: • More than 30 minutes have elapsed between pageviews for a single visitor. • At the end of a day. • When any traffic source value for the user changes. Traffic source information includes: utm_source, utm_medium, utm_term, utm_content, utm_id, utm_campaign, and gclid.
  8. 8. Key Metrics Goal - Definition A goal is a website page which a visitor reaches once they have made a purchase or completed another desired action, such as a purchase, registration or download. Can also be an amount of time on site, number of pageviews or an event. Also known as a “Conversion” 8
  9. 9. Location Reporting Identify best performing countries, states, and cities. 9
  10. 10. Location Reporting Sort by any column 10
  11. 11. Mobile Reporting Identify mobile impact 11
  12. 12. Traffic Sources Identify which sources of traffic are driving the most business 12
  13. 13. Keywords Identify which keywords drive revenue 13
  14. 14. Top Pages Identify which pages get the most pageviews and their engagement 14
  15. 15. Page Load Times Identify slow loading pages that may cause abandonment 15
  16. 16. Site Search Identify what visitors are searching for 16
  17. 17. Ecommerce Ecommerce Conversion Rate = Transactions/Visits Average Value = Total Revenue/Transactions Unique Purchases = Useless metric! Quantity = Total items purchased 17
  18. 18. Ecommerce – Product Performance Identify which products are generating the most revenue 18
  19. 19. Real-Time (Demo) Cool! 19
  20. 20. Additional Reporting 20
  21. 21. Dashboards • Configure and save for quick reference • Focus on most important metrics 21
  22. 22. Shortcuts Great when needing advanced segments or filters applied 22
  23. 23. Intelligence Nice try! 23
  24. 24. Intelligence – Custom Alerts Great for identifying “broken glass” issues 24
  25. 25. Intelligence – Custom Alerts Concierge – try it for free! www.PowerMyAnalytics.com Will monitor and alert: - Visits - Bounce Rate - Revenue - Internal referrals - Other metrics 25
  26. 26. Report Features 26
  27. 27. Advanced Segments 27
  28. 28. Advanced Segments Built-in Segments = already provided by GA Custom Segments = you make your own 28
  29. 29. Custom Advanced Segments View reports for one particular segment, such as purchasers 29
  30. 30. Sampling Slide the right to improve precision 30
  31. 31. Custom Reports 31
  32. 32. Custom Reports Create reports “just the way you want them” 32
  33. 33. Email Reports 33
  34. 34. Email Reports Receive reports via email at a set frequency 34
  35. 35. Export Reports 35
  36. 36. Export Reports 36 Premium Only
  37. 37. Add To Dashboard, Shortcut 37
  38. 38. Goals & Funnels Great report for identifying opportunities with checkout issues: • Shipping options • Shipping pricing • Payment options • Upsell • Navigation 38
  39. 39. Creating Goal Funnels 39
  40. 40. Questions? 40
  41. 41. Using Google Analytics To Grow Revenue 41
  42. 42. Cash Flow Is King 42 Category Total Sales Gross Profit Margin Gross Profit Google Cost Yahoo Cost MSN Cost Total Net Profit Profit Margin After Advertisement Olives $133.7 48% 64.06$ $8.48 $1.26 $0.15 $9.89 54.17$ 40.5% Olive Oil $251.9 48% 120.70$ $15.43 $3.25 $1.63 $20.31 100.39$ 39.9% Pickled Products $124.2 48% 59.51$ $0.00 $0.00 $0.00 $0.00 59.51$ 47.9% Specialty Snacks $47.6 48% 22.81$ $0.00 $0.00 $0.00 $0.00 22.81$ 47.9% Candy & Specialty Sweets $413.1 48% 197.92$ $21.86 $0.82 $2.26 $24.94 172.98$ 41.9% Pasta Products $152.9 48% 73.24$ $38.13 $0.00 $4.76 $42.89 30.35$ 19.9% Wafers, Cookies, Pastry & Rusks $48.1 48% 23.02$ $0.00 $0.00 $0.00 $0.00 23.02$ 47.9% Dressings & Vinegars-Fish Items $115.8 48% 55.46$ $0.00 $0.00 $0.00 $0.00 55.46$ 47.9% Coffee And Tea $541.8 48% 259.61$ $84.64 $2.37 $3.92 $90.93 168.68$ 31.1% Spices & Herbs $440.7 48% 211.17$ $44.40 $0.00 $0.91 $45.31 165.86$ 37.6% Greek Seasoning And Marinates $90.4 48% 43.29$ $92.59 $0.00 $0.00 $92.59 (49.30)$ -54.6% Party Food Items $343.2 48% 164.43$ $106.14 $26.98 $10.45 $143.57 20.86$ 6.1% Fruit Preserves And Marmelades $35.8 48% 17.15$ $0.00 $0.00 $0.00 $0.00 17.15$ 47.9% Where To Get Data? GA You Formula GA GA GA Formula Formula Formula
  43. 43. Cash Flow Is King Steps to report profitability by category: 1) Identify how many categories you need to report, based on: – Different product margins – How granular you would like to report 2) Create Paid Search strategy (Campaigns & Ad Groups) that aligns with reporting strategy 3) Identify Gross Profit Margins per category 4) Report 5) Take action! 43 Category Total Sales Gross Profit Margin Gross Profit Google Cost Olives $133.7 48% 64.06$ $8.34 Olive Oil $251.9 48% 120.70$ $15.35
  44. 44. Cash Flow Is King What to consider if you are not profitable: • Loss leader? • Lifetime value • Ramping up the business • Attribution – may be “Assisting” but not “Closing” Actions to take to become profitable: • Adjust paid search cpc’s lower • Identify bad search queries or placements that should be negative keywords or negative placements • Pause poor performing Campaigns, Ad Groups or Keywords • Adjust pricing higher • Optimize landing pages or other pages in path-to-purchase 44
  45. 45. ROI By Sales Channel • Compare Google, Bing, Facebook, Amazon, etc. side- by-side • Enables re-allocation of advertising budget to best performing channels to optimize profit 45
  46. 46. Site Optimization High abandonment drove action! - Higher abandonment for Checkout By Amazon than our online credit card payment option 46
  47. 47. Site Optimization A/B test site changes to grow revenue 47
  48. 48. Site Optimization Created “BASK1” page w/out Checkout By Amazon link 48
  49. 49. Site Optimization Original Page – “BASK” 49
  50. 50. Site Optimization New Page without Checkout By Amazon link – “BASK1” 50
  51. 51. Site Optimization Experiment setup 51
  52. 52. Site Optimization 52
  53. 53. Keyword & Product Discovery 53
  54. 54. Campaign Tracking - Bing PPC - Google Shopping, etc. - Email newsletters - Banners on other sites - Facebook PPC - Facebook links 54 Not needed for Google AdWords “Autotagged” accounts
  55. 55. Campaign Tracking 55
  56. 56. Campaign Tracking 56
  57. 57. Event Tracking 57 Used to identify actions that take place “within a page” • Downloads • “Add to cart” • Used shipping calculator prior to checkout
  58. 58. Event Tracking 58 Track errors
  59. 59. Event Tracking 59 Identify which errors are causing abandonment and improve messaging
  60. 60. Event Tracking OPAY Page JS 60 <script type="text/javascript"> try{ var lookups={ "-3" : "Please retry pressing the continue button at the bottom of the page.", "10001": "Please check your credit card number entered. It does not appear to be entered correctly.", "10527": "Please check your credit card number entered. It does not appear to be entered correctly.", "10507": "Please check your credit card number entered. It does not appear to be entered correctly.", "10544": "Please check your credit card details below and click the continue button at the bottom of the page.", "10762": "Please check your credit card CVV code and try again.", "15004": "Please check your credit card CVV code and try again.", "15005": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.", "15006": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.", "15007": "The transaction was declined by your credit card company because your card is expired. Please contact your credit card company or try another credit card.", "Default": "Please contact us at 800-755-8067 to assist you with your order. We are available M-F from 9-5 EST. If after hours, please <a href="http://www.greekinternetmarket.com/contactus.php">Contact Us</a>." }; var hasError = false; var message = jQuery("#paypalerror b").html(); if(message.length > 10){ hasError = true; } if(hasError){ var event_m= message.replace(/<br>/i,''); _gaq.push(['_trackEvent', 'PayPalError', event_m]); var patt=new RegExp(/(([ws-]*))/); var code = message.match(patt)[1]; if(lookups[code]!=undefined){ jQuery("#paypalerror b").html(message + lookups[code] + '<br>'); }else{ jQuery("#paypalerror b").html(message + lookups['Default'] + '<br>'); } }}catch(err){} </script>
  61. 61. Event Tracking 61 Provide better messaging to guide the shopper through errors in checkout
  62. 62. Attribution 62 • Identify sources of traffic that “Assist” in sales, but do not get credit for the “last click” purchase • Improve ROI measurement for paid search, display and social media
  63. 63. Phone Order Tracking 63 • Uses “Visitor ID” instead of dynamic phone numbers • Report revenue from phone orders in Google Analytics • Increase ROI from paid search and other campaigns • Free 30-day trial – contact morgan.jones@powermyanalytics.com http://www.powermyanalytics.com
  64. 64. Summary • Ensure Google Analytics is implemented and reporting correctly – Advanced implementation (cost import, site search, AdWords linking, goal funnels, etc.) • Tag your campaigns for clarity in reporting • Establish reporting framework to report cash flow and by product or category • Perform search query analysis – identify both good and bad queries – Also ad placement analysis for contextual/display networks • Focus on largest sources of revenue to grow the business • A/B test to improve conversions • Monitor attribution and include in ROI calculations • Push as much revenue into Google Analytics as possible and down to the details (phone tracking) 64
  65. 65. Universal Analytics and Google Tag Manager 65
  66. 66. Universal Analytics • The future in advanced GA reporting and features – New Ecommerce reporting coming soon – Offline transaction reporting (phone orders, amazon.com, eBay, etc.) – Track users across multiple devices (Desktop, Tablet, Mobile) – Process returns 66
  67. 67. Google Tag Manager • Consolidate all your tracking codes into Tag Manager and enhance Miva reporting capabilities – Faster turnaround time in updating/adding tags – Ability to outsource GA implementation (vendor can add tags without website access) – Version control and rollback capability – Faster page load times • Miva benefits: – Enhanced reporting! 67
  68. 68. Conversion Rates By Product Added To Cart • Identify products that do not convert well after adding to cart – Optimize shipping rates to grow overall sales 68 Product SKU Qty Added To Cart Qty Sold Conversion Rate 1050-03003 203 0 0% 2691-15001 47 47 100% 1101-04001 24 1 4% 2069-02073 22 0 0% 1002-02003 16 2 13% 1450-06001 16 8 50% 0859-04003 14 1 7% 1977-01001 14 7 50% 0483-05011 13 0 0% 1442-06009 12 2 17% 0483-05001 11 1 9% 2442-03001 11 10 91% 1950-03022 10 0 0% Add To Cart Conversion Rate By SKU
  69. 69. Identify How High Shipping Rates Impact Conversion Rates • Optimize product and shipping pricing to drive the most revenue and profit 69
  70. 70. Questions? 70
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