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Understanding Ecommerce Visitor Behavior 3-19-2013
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Understanding Ecommerce Visitor Behavior 3-19-2013

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Understanding Ecommerce Visitor Behavior

Understanding Ecommerce Visitor Behavior

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  • 1. Understanding & Monetizing Visitor Behavior with Analytics March 19, 2013
  • 2. Agenda Introductions – What You Currently Do? – Experience with Internet Marketing – Current Issues/Questions Roundtable Discussion – Current Issues – Open Table Topics of Interested Random “Stuff”
  • 3. Background 10+ Years Internet Marketing Experience – Started with Email Marketing – Built a Boston based Internet Consulting Agency • From $180k to $2 Million in 2 Years • Managed $35 Million in Client Revenues – For 6 Years Ran Own Internet Business • Operate Several Ecommerce & Content Websites • Small Consulting Practice for Select Clients – Director eCommerce - Inc. 500 Company • $0 - $17 Million in 4.5 Yrs I started this group to share and learn with others
  • 4. Background Areas of Expertise – eCommerce – Search Engine Optimization – Media Buys / Advertising – Social Media – Conversion Optimization
  • 5. Background Michelle Schmidt • Internet Marketing Since 1999 • Currently Operates IceLinkDesign.net
  • 6. Introduction 30 Seconds - Introduction –What You Currently Do? –Experience with Internet Marketing –Current Issues/Questions
  • 7. Topic Understanding & Monetizing Visitor Behavior
  • 8. Things to Consider 10+ Page Templates 80 Categories 2,200 Products 150 Videos 4 Product Types…. Where to Start?
  • 9. Shopping Path Homepage Categories Products Cart Checkout
  • 10. Shopping Path Issue: Path Not Linear
  • 11. Shopping Path Objective: Analyze & Optimize Usability • Major Page Templates • Engagement • Product Categories Home, Category, Product • Products • Product Page Types • Workflow Modifications (eg. forced cart) • Content • Cart / Checkout • Home, Category, Product
  • 12. Shopping Path Category Pages Problem: Indistinguishable from other pages Solution: Grabs page name from URL and prepends it with /category/category-name.html • CustomVariables • PageView Tracking Yields Both Usability & Engagement Data
  • 13. Shopping Path Product Pages Problem: Indistinguishable from other pages Solution: Grabs page name from URL and prepends it with /product/type/productname.html • CustomVariables • PageView Tracking Yields Both Usability & Engagement Data
  • 14. Shopping Path Add to Cart with Event Tracking • Category Pages • Category Page Quick View • Product Pages
  • 15. Shopping Path Checkout • Billing Steps with Pageview Tracking For us logged in & paypal users messes everything up…
  • 16. Shopping Path Default Magento Custom Magento
  • 17. Shopping Path Questions?