Using analytics to
improve sales &
conversions
By Roger Willcocks
About Screen Pages
‣ Full service e-commerce agency
‣ 300+ e-commerce websites since 1997
‣ 100 years+ e-commerce website ...
Screen Pages Magento experience
‣Magento since 2009
‣22 staff (10 certified developers)
‣70+ Magento websites built
‣50+ a...
Agenda
Metric
Sources of traffic

Landing pages
Engagement
Search

Checkout
Conversion

Benchmark

Influencing
factors
Quick questionnaire
‣ What do you measure?
‣
‣
‣
‣

Daily visits
Traffic by source
Where traffic lands
Conversion by marke...
The big picture – back to front
Forwards lived be must it but: backwards understood be only can life.

Soren Kierkegaard

...
•
•
•
•
•
•

10m retail site visitors (Jan-Sept 2013)
£25m revenue (500,000+ transactions)
15-20 B2C retailers
Niche brand...
The basics
Pages per visit
Bounce rate
Conversion rate

High
12
60%
9.07%

Kid’s stuff

Low
4
20%
0.72%
Where does your traffic come from?
It’s getting harder to tell
Generic searches 14%

Brand searches 14%

Referrals 11%

Email 19%

Paid search
21%

what do you
manage?
Summary of traffic & its performance

Source
Brand related searches
Generic search
Paid search
Email marketing
Referrals
A...
Summary in new Channels Report
The funny thing about conversion
21%

Opportunity?

15%
2.85%
4.69%
1.27%
How to calculate mobile ROI
‣ Capture monthly number of mobile visits
‣ Multiply by mobile conversion rate * 50% (being ty...
The enigma that is email marketing
‣ Those that do it well, benefit extremely well
‣ It can performs at 4-7 times regular ...
The enigma that is SEO
‣ 8-20% of traffic
‣ Converts at 40% of average traffic (or 50p per visit versus £2.64)
‣ Huge time...
The enigma that is social
‣ In our sample, Facebook “likes” range from 1,000 to 20,000
‣ 1% of traffic
‣ 1% conversion rat...
Where do they all land?
Where do people land?
37%

32% come to the home page
and 23% of these leave.
Where do visitors land?

Landing page

% landings

bounce %

Home page

32%

23%

Category page

25%

33%

Product page

2...
68% people arrive on other
pages.
Nearly 4 in 10 of these leave.
Follow visitors through your site

?
How to engage customers
‣ Consider where visitors come from and their intent
‣
‣
‣
‣

Promotions (regular & varied)
Conten...
Special case: category pages

• 25-50% of all entrances
• 40-50% of all page views
• Three roles:

Landing pages
Routing p...
0.83%
0.37%
0.15%

0.30%

5%
5%
Search

Used by 5.4% of visitors.
Converts at 3x average.
Committed shoppers.
How does it convert?
Checkout
Which checkout performs better?

1.
2.
3.
4.
Basket and checkout funnel
Checkout abandonment

Basket/checkout views
Basket page exits
Checkout success

Quartile 1
0.92%
7.93%
39.7%

Quartile 3
3...
What makes a good checkout?
‣
‣
‣
‣
‣
‣
‣

No technical glitches
Clarity and simplicity in the purchase
Delivery charges (...
How to track abandonment in Magento
Set up basket goal
How to track abandonment in Magento
Set up start the checkout goal
How to track abandonment in Magento
Set up checkout funnel
Magento tracking code challenges

‣ Checkout tracking weak (one step checkout)
‣ Not all events recorded (changes, reloads...
How do we measure it?
Measurement
Make a custom dashboard
Data versus information
Trends
‣ Some numbers are never 100% accurate
‣ Trends reveal whether things are getting better or...
Other tools: usability studies and surveys
The ingredients of an online plan

‣Increase sales. How?
‣Increase visitors. How?
‣ Work the opportunities
‣ Plan list of ...
In conclusion
What makes a good proposition?
‣
‣
‣
‣
‣
‣

Desirable products
Well presented
Attractively priced
Securely paid for
Beauti...
What most influences conversion?
‣ Happy customers who want to buy your products
End
‣ If you would like a complementary benchmark report –

‣ roger@screenpages.com
‣ @screenpages
‣ +44 (0)1932 359 160
Magento live official
Magento live official
Magento live official
Magento live official
Magento live official
Magento live official
Magento live official
Upcoming SlideShare
Loading in...5
×

Magento live official

398

Published on

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

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
398
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Magento live official

  1. 1. Using analytics to improve sales & conversions By Roger Willcocks
  2. 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. 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. 4. Agenda Metric Sources of traffic Landing pages Engagement Search Checkout Conversion Benchmark Influencing factors
  5. 5. Quick questionnaire ‣ What do you measure? ‣ ‣ ‣ ‣ Daily visits Traffic by source Where traffic lands Conversion by marketing/source ‣ How often?
  6. 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. 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. 8. The basics Pages per visit Bounce rate Conversion rate High 12 60% 9.07% Kid’s stuff Low 4 20% 0.72%
  9. 9. Where does your traffic come from?
  10. 10. It’s getting harder to tell
  11. 11. Generic searches 14% Brand searches 14% Referrals 11% Email 19% Paid search 21% what do you manage?
  12. 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. 13. Summary in new Channels Report
  14. 14. The funny thing about conversion
  15. 15. 21% Opportunity? 15%
  16. 16. 2.85% 4.69% 1.27%
  17. 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. 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. 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. 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. 21. Where do they all land? Where do people land?
  22. 22. 37% 32% come to the home page and 23% of these leave.
  23. 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. 24. 68% people arrive on other pages. Nearly 4 in 10 of these leave.
  25. 25. Follow visitors through your site ?
  26. 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. 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. 28. 0.83% 0.37% 0.15% 0.30% 5% 5%
  29. 29. Search Used by 5.4% of visitors. Converts at 3x average. Committed shoppers.
  30. 30. How does it convert? Checkout
  31. 31. Which checkout performs better? 1.
  32. 32. 2.
  33. 33. 3.
  34. 34. 4.
  35. 35. Basket and checkout funnel
  36. 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. 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. 38. How to track abandonment in Magento Set up basket goal
  39. 39. How to track abandonment in Magento Set up start the checkout goal
  40. 40. How to track abandonment in Magento Set up checkout funnel
  41. 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. 42. How do we measure it? Measurement
  43. 43. Make a custom dashboard
  44. 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. 45. Other tools: usability studies and surveys
  46. 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. 47. In conclusion
  48. 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. 49. What most influences conversion? ‣ Happy customers who want to buy your products
  50. 50. End ‣ If you would like a complementary benchmark report – ‣ roger@screenpages.com ‣ @screenpages ‣ +44 (0)1932 359 160
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×