0
Shaping the Funnel
Increasing Online Reservations for Amari


Vinoaj Vijeyakumaar
Customer Solutions Engineer, Google Sout...
How much hard work do you put
in to deliver visitors to your
checkout flow only for them to
leave ?



Google Analytics Ma...
Google Analytics Master Class 2010   #gamc   3
The Funnel




   Google Analytics Master Class 2010   #gamc   4
Google Analytics Funnels




   Google Analytics Master Class 2010   #gamc   5
In an Ideal World



           Leaking                      No Lost
            Visitors                    Visitors




...
•  11 Branded and 7 Managed Properties in Thailand

                           •  Highly reliant on website to be a driver...
The Questions




Google Analytics Master Class 2010   #gamc   8
What can give us the answers?


Google Analytics
       +
Web Analyst
     (part detective, part creative thinker)

      ...
Funnel Conversion Rate


Some time in the past, during an
undisclosed time period


•  42,000 visitors researched,
   eval...
Funnel Analysis




   Google Analytics Master Class 2010   #gamc   11
Detect and Minimise Errors




   Google Analytics Master Class 2010   #gamc   12
Can flexible rates be pre-loaded?




   Google Analytics Master Class 2010   #gamc   13
Reduce Paralysis By Analysis




   Google Analytics Master Class 2010   #gamc   14
Review Page




  Google Analytics Master Class 2010   #gamc   15
Review Page




  Google Analytics Master Class 2010   #gamc   16
Guest Details




   Google Analytics Master Class 2010   #gamc   17
Guest
Details




   Google Analytics Master Class 2010   #gamc   18
Credit Card Details




•  Hard work has been done: you’ve brought the visitor to the payment page

•  Now to ensure that ...
Google Analytics Master Class 2010   #gamc   20
Payment Page Optimisation




   Google Analytics Master Class 2010   #gamc   21
Booking Confirmed




  The goal has been met, but don’t rest yet!

   Google Analytics Master Class 2010    #gamc   22
Google Analytics Master Class 2010   #gamc   23
Fast Forward a Few Weeks




In the space of a few weeks:

•  6 additional paying visitors per 1000 visitors

•  Average o...
Influencing New Site Design




                 Apply data-driven learnings to infuence new site design
   Google Analyti...
Shaping the Funnel




   Google Analytics Master Class 2010   #gamc   26
In an Ideal World



           Leaking                      No Lost
            Visitors                    Visitors




...
Thank You!
http://www.amari.com/
http://twitter.com/vinoaj




                            Google Confidential and Proprie...
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Gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google

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This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Vinoaj Vijeyakumaar's session covers a case study from Amari Hotels about using GA funnel visualization reports to increase site conversions.

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Transcript of "Gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google"

  1. 1. Shaping the Funnel Increasing Online Reservations for Amari Vinoaj Vijeyakumaar Customer Solutions Engineer, Google Southeast Asia http://twitter.com/vinoaj Google Confidential and Proprietary 1
  2. 2. How much hard work do you put in to deliver visitors to your checkout flow only for them to leave ? Google Analytics Master Class 2010 #gamc 2
  3. 3. Google Analytics Master Class 2010 #gamc 3
  4. 4. The Funnel Google Analytics Master Class 2010 #gamc 4
  5. 5. Google Analytics Funnels Google Analytics Master Class 2010 #gamc 5
  6. 6. In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 6
  7. 7. •  11 Branded and 7 Managed Properties in Thailand •  Highly reliant on website to be a driver of ecommerce revenue •  Early-adopter of Google Analytics •  Reliant on Google Analytics to identify profitable revenue channels and opportunities to increase sales •  Focus on user experience Google Analytics Master Class 2010 #gamc 7
  8. 8. The Questions Google Analytics Master Class 2010 #gamc 8
  9. 9. What can give us the answers? Google Analytics + Web Analyst (part detective, part creative thinker) = Actionable Insights Google Analytics Master Class 2010 #gamc 9
  10. 10. Funnel Conversion Rate Some time in the past, during an undisclosed time period •  42,000 visitors researched, evaluated, now ready to purchase •  Only 3.76% purchased •  96% abandonment rate •  Potential to do better! Google Analytics Master Class 2010 #gamc 10
  11. 11. Funnel Analysis Google Analytics Master Class 2010 #gamc 11
  12. 12. Detect and Minimise Errors Google Analytics Master Class 2010 #gamc 12
  13. 13. Can flexible rates be pre-loaded? Google Analytics Master Class 2010 #gamc 13
  14. 14. Reduce Paralysis By Analysis Google Analytics Master Class 2010 #gamc 14
  15. 15. Review Page Google Analytics Master Class 2010 #gamc 15
  16. 16. Review Page Google Analytics Master Class 2010 #gamc 16
  17. 17. Guest Details Google Analytics Master Class 2010 #gamc 17
  18. 18. Guest Details Google Analytics Master Class 2010 #gamc 18
  19. 19. Credit Card Details •  Hard work has been done: you’ve brought the visitor to the payment page •  Now to ensure that they make the payment! Google Analytics Master Class 2010 #gamc 19
  20. 20. Google Analytics Master Class 2010 #gamc 20
  21. 21. Payment Page Optimisation Google Analytics Master Class 2010 #gamc 21
  22. 22. Booking Confirmed The goal has been met, but don’t rest yet! Google Analytics Master Class 2010 #gamc 22
  23. 23. Google Analytics Master Class 2010 #gamc 23
  24. 24. Fast Forward a Few Weeks In the space of a few weeks: •  6 additional paying visitors per 1000 visitors •  Average of an additional $3000 per 1000 visitors •  Potential new loyal customers Google Analytics Master Class 2010 #gamc 24
  25. 25. Influencing New Site Design Apply data-driven learnings to infuence new site design Google Analytics Master Class 2010 #gamc 25
  26. 26. Shaping the Funnel Google Analytics Master Class 2010 #gamc 26
  27. 27. In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 27
  28. 28. Thank You! http://www.amari.com/ http://twitter.com/vinoaj Google Confidential and Proprietary 28
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