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 …

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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  • 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. 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. Google Analytics Master Class 2010 #gamc 3
  • 4. The Funnel Google Analytics Master Class 2010 #gamc 4
  • 5. Google Analytics Funnels Google Analytics Master Class 2010 #gamc 5
  • 6. In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 6
  • 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. The Questions Google Analytics Master Class 2010 #gamc 8
  • 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. 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. Funnel Analysis Google Analytics Master Class 2010 #gamc 11
  • 12. Detect and Minimise Errors Google Analytics Master Class 2010 #gamc 12
  • 13. Can flexible rates be pre-loaded? Google Analytics Master Class 2010 #gamc 13
  • 14. Reduce Paralysis By Analysis Google Analytics Master Class 2010 #gamc 14
  • 15. Review Page Google Analytics Master Class 2010 #gamc 15
  • 16. Review Page Google Analytics Master Class 2010 #gamc 16
  • 17. Guest Details Google Analytics Master Class 2010 #gamc 17
  • 18. Guest Details Google Analytics Master Class 2010 #gamc 18
  • 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. Google Analytics Master Class 2010 #gamc 20
  • 21. Payment Page Optimisation Google Analytics Master Class 2010 #gamc 21
  • 22. Booking Confirmed The goal has been met, but don’t rest yet! Google Analytics Master Class 2010 #gamc 22
  • 23. Google Analytics Master Class 2010 #gamc 23
  • 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. Influencing New Site Design Apply data-driven learnings to infuence new site design Google Analytics Master Class 2010 #gamc 25
  • 26. Shaping the Funnel Google Analytics Master Class 2010 #gamc 26
  • 27. In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 27
  • 28. Thank You! http://www.amari.com/ http://twitter.com/vinoaj Google Confidential and Proprietary 28