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How to optimise your sales and conversions in Magento using Google Analytics

How to optimise your sales and conversions in Magento using Google Analytics

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  • 1. Using analytics to improve sales & conversions By Roger Willcocks
  • 2. About Screen Pages ‣ Full service e-commerce agency ‣ 300+ e-commerce websites since 1997 ‣ 100 years+ e-commerce website experience ‣ roger@screenpages.com ‣ @screenpages ‣ +44 (0)1932 359 160
  • 3. Screen Pages Magento experience ‣Magento since 2009 ‣22 staff (10 certified developers) ‣70+ Magento websites built ‣50+ active (running 100+ stores) ‣New builds, support (migrations) & upgrades
  • 4. Agenda Metric Sources of traffic Landing pages Engagement Search Checkout Conversion Benchmark Influencing factors
  • 5. Quick questionnaire ‣ What do you measure? ‣ ‣ ‣ ‣ Daily visits Traffic by source Where traffic lands Conversion by marketing/source ‣ How often?
  • 6. The big picture – back to front Forwards lived be must it but: backwards understood be only can life. Soren Kierkegaard “You manage what you measure”
  • 7. • • • • • • 10m retail site visitors (Jan-Sept 2013) £25m revenue (500,000+ transactions) 15-20 B2C retailers Niche brands (mostly own brand) £500k-£10m online sales £91 average order value Source: Google Analytics
  • 8. The basics Pages per visit Bounce rate Conversion rate High 12 60% 9.07% Kid’s stuff Low 4 20% 0.72%
  • 9. Where does your traffic come from?
  • 10. It’s getting harder to tell
  • 11. Generic searches 14% Brand searches 14% Referrals 11% Email 19% Paid search 21% what do you manage?
  • 12. Summary of traffic & its performance Source Brand related searches Generic search Paid search Email marketing Referrals Average Traffic 14.5% 14.1% 19.9% 20.6% 10.5% Conversion 6.3% 1.5% 3.4% 4.9% 2.4% 3.9% £ per visit £4.45 £0.55 £2.74 £2.73 £2.64
  • 13. Summary in new Channels Report
  • 14. The funny thing about conversion
  • 15. 21% Opportunity? 15%
  • 16. 2.85% 4.69% 1.27%
  • 17. How to calculate mobile ROI ‣ Capture monthly number of mobile visits ‣ Multiply by mobile conversion rate * 50% (being typical uplift for mobile websites) ‣ Multiply by AOV (showing monthly revenue uplift) ‣ ‣ ‣ ‣ 10,000 mobile visitors per month (the average in our sample) 1.27 conversion rate £60 AOV £3.8k monthly uplift potential  Or it’s “strategic”
  • 18. The enigma that is email marketing ‣ Those that do it well, benefit extremely well ‣ It can performs at 4-7 times regular traffic ‣ Emails are increasingly opened on mobiles ‣ Guidance: 1. Design your transactional emails 2. Manage & update their content 3. Tag them for Google Analytics http://www.screenpages.com/about/articles/magento-emails
  • 19. The enigma that is SEO ‣ 8-20% of traffic ‣ Converts at 40% of average traffic (or 50p per visit versus £2.64) ‣ Huge time & money effort to be effective ‣ Long term asset or bottomless pit?
  • 20. The enigma that is social ‣ In our sample, Facebook “likes” range from 1,000 to 20,000 ‣ 1% of traffic ‣ 1% conversion ratio ‣ At best
  • 21. Where do they all land? Where do people land?
  • 22. 37% 32% come to the home page and 23% of these leave.
  • 23. Where do visitors land? Landing page % landings bounce % Home page 32% 23% Category page 25% 33% Product page 22% 55% i.e.. not on the home page
  • 24. 68% people arrive on other pages. Nearly 4 in 10 of these leave.
  • 25. Follow visitors through your site ?
  • 26. How to engage customers ‣ Consider where visitors come from and their intent ‣ ‣ ‣ ‣ Promotions (regular & varied) Content (lots of it) & photography (lifestyle) Landing pages (category & product pages) Navigation ‣ Get the categorisation right ‣ Merchandising as well as products ‣ Dropdowns (esp. multi-layered) ‣ Filters (price, colour etc – but caveat)
  • 27. Special case: category pages • 25-50% of all entrances • 40-50% of all page views • Three roles: Landing pages Routing pages Conversion pages (with add to basket)
  • 28. 0.83% 0.37% 0.15% 0.30% 5% 5%
  • 29. Search Used by 5.4% of visitors. Converts at 3x average. Committed shoppers.
  • 30. How does it convert? Checkout
  • 31. Which checkout performs better? 1.
  • 32. 2.
  • 33. 3.
  • 34. 4.
  • 35. Basket and checkout funnel
  • 36. Checkout abandonment Basket/checkout views Basket page exits Checkout success Quartile 1 0.92% 7.93% 39.7% Quartile 3 3.42% 11.83% 49.4% These are all Magento standard checkouts – except one.
  • 37. What makes a good checkout? ‣ ‣ ‣ ‣ ‣ ‣ ‣ No technical glitches Clarity and simplicity in the purchase Delivery charges (free shipping) Clear and safe returns policy Tone and messaging Gentle reassurance Obvious security ‣ Time-limited offers ‣ Bonus tip: remove the header
  • 38. How to track abandonment in Magento Set up basket goal
  • 39. How to track abandonment in Magento Set up start the checkout goal
  • 40. How to track abandonment in Magento Set up checkout funnel
  • 41. Magento tracking code challenges ‣ Checkout tracking weak (one step checkout) ‣ Not all events recorded (changes, reloads, errors) ‣ Add to basket not recorded ‣ Cross- and up- sells not recorded
  • 42. How do we measure it? Measurement
  • 43. Make a custom dashboard
  • 44. Data versus information Trends ‣ Some numbers are never 100% accurate ‣ Trends reveal whether things are getting better or worse ‣ Use percentages and averages not numbers Look at what matters ‣ ‣ ‣ ‣ Metrics must reflect activities Agree important metrics with your business Choose a few numbers but pay attention to them Record them over time in a dashboard spreadsheet
  • 45. Other tools: usability studies and surveys
  • 46. The ingredients of an online plan ‣Increase sales. How? ‣Increase visitors. How? ‣ Work the opportunities ‣ Plan list of specific improvements with metric targets ‣Increase conversions. How? ‣ Tackle the problems ‣ Plan list of specific improvements with metric targets ‣Increase average order values. How? ‣ Plan list of specific improvements with metric targets ‣Measure. ‣Refine.
  • 47. In conclusion
  • 48. What makes a good proposition? ‣ ‣ ‣ ‣ ‣ ‣ Desirable products Well presented Attractively priced Securely paid for Beautifully (or appropriately) packaged Quickly delivered ‣ This needs to be communicated on every page Meet your competition
  • 49. What most influences conversion? ‣ Happy customers who want to buy your products
  • 50. End ‣ If you would like a complementary benchmark report – ‣ roger@screenpages.com ‣ @screenpages ‣ +44 (0)1932 359 160