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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Gamc2010   04 - shaping the funnel - vinoaj vijeyakumaar - google Gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google Presentation Transcript

  • 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
  • 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
  • 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 Google Analytics Master Class 2010 #gamc 6
  • •  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
  • The Questions Google Analytics Master Class 2010 #gamc 8
  • What can give us the answers? Google Analytics + Web Analyst (part detective, part creative thinker) = Actionable Insights Google Analytics Master Class 2010 #gamc 9
  • 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
  • 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 they make the payment! Google Analytics Master Class 2010 #gamc 19
  • 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 of an additional $3000 per 1000 visitors •  Potential new loyal customers Google Analytics Master Class 2010 #gamc 24
  • Influencing New Site Design Apply data-driven learnings to infuence new site design Google Analytics Master Class 2010 #gamc 25
  • Shaping the Funnel Google Analytics Master Class 2010 #gamc 26
  • In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 27
  • Thank You! http://www.amari.com/ http://twitter.com/vinoaj Google Confidential and Proprietary 28