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SearchLeeds 2017 - Anna Lewis - Managing Director, Polka Dot Data - Nailing e-commerce analysis with Google Analytics

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Find out how to make Google Analytics your very own comprehensive ecommerce insights platform! Understand your customer’s shopping behaviour and see where
you need to make improvements. Forecast the return from each opportunity to help you prioritise actions and learn how to measure what you implement to put a value on your work.

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SearchLeeds 2017 - Anna Lewis - Managing Director, Polka Dot Data - Nailing e-commerce analysis with Google Analytics

  1. 1. Cracking the Data Understand how website data can give you profitable insights Anna Lewis Search Leeds June 2017
  2. 2. Anna Lewis • Founder of Polka Dot Data • Helped over 100 businesses use data wisely • 9 years analytics experience • Total Google Analytics geek • Background in SEO and PPC • Agency, client side and freelance experience © Koozai Ltd
  3. 3. Cracking the data What’s your business plan? Growth, hiring, investments, sales, targets, details etc What’s your website plan? It has to look really good!
  4. 4. Cracking the data What’s your business plan? Growth, hiring, investments, sales, targets, details etc What’s your website plan? It has to look really good! Consider business KPIs when planning websites
  5. 5. What does web analytics tell you? • Sessions • Bounce Rate • Pages • Conversion Rate • Traffic sources Our survey said!
  6. 6. What CAN web analytics tell you? • Products / bookings sold • Groups of content viewed • Conversion rates of marketing channels • Which mobile phone models were used • Browser versions, IP locations, Networks The less known answers are!
  7. 7. What CAN web analytics tell you? • Sessions / Days to sale • Top performing entry pages • Which groups of content perform best • What content you should write for your KPIs • Which version of a page generates more sales The less known answers are!
  8. 8. What CAN web analytics tell you? • Products returned • Products added to cart • Products removed from carts • Payment and delivery methods used • Drop out rates for payment and delivery The less known answers are!
  9. 9. What CAN web analytics tell you? • Traffic with low value • Customers with intent to buy • High value returning customers activity on site • Which FAQ pages & information help sales • Products added to cart but not purchased The less known answers are!
  10. 10. What CAN web analytics tell you? We aim to reduce the drop out from delivery from 25% to 22%. This will generate 100 more sales per month. With an AOV of £50, this is £5k extra / month. That’s a £60,000 per year revenue increase. The investment to improve delivery will cost £10k, meaning a profit of £50k in the first year.
  11. 11. What CAN web analytics tell you? We aim to reduce the drop out from delivery from 25% to 22%. This will generate 100 more sales per month. With an AOV of £50, this is £5k extra / month. That’s a £60,000 per year revenue increase. The investment to improve delivery will cost £10k, meaning a profit of £50k in the first year.
  12. 12. What CAN web analytics tell you? We aim to reduce the drop out from delivery from 25% to 22%. This will generate 100 more sales per month. With an AOV of £50, this is £5k extra / month. That’s a £60,000 per year revenue increase. The investment to improve delivery will cost £10k, meaning a profit of £50k in the first year.
  13. 13. What CAN web analytics tell you? We aim to reduce the drop out from delivery from 25% to 22%. This will generate 100 more sales per month. With an AOV of £50, this is £5k extra / month. That’s a £60,000 per year revenue increase. The investment to improve delivery will cost £10k, meaning a profit of £50k in the first year.
  14. 14. What CAN web analytics tell you? We aim to reduce the drop out from delivery from 25% to 22%. This will generate 100 more sales per month. With an AOV of £50, this is £5k extra / month. That’s a £60,000 per year revenue increase. The investment to improve delivery will cost £10k, meaning a profit of £50k in the first year.
  15. 15. Enhanced Ecommerce Showcase
  16. 16. Shopping Behaviour
  17. 17. Shopping Behaviour Apply segments Create segments Improve journey Uplift Conv. Rate Improve return
  18. 18. Shopping Behaviour Viewed page Read 50% Read 100% Viewed more Converted https://www.simoahava.com/analytics/ track-content-enhanced-ecommerce/
  19. 19. Checkout Behaviour
  20. 20. Checkout Behaviour Apply segments Create segments Improve journey Uplift Conv. Rate Improve return
  21. 21. Checkout Behaviour Pinpoint issues Monitor change Easily report Extra Detail Remarketing
  22. 22. Product Performance
  23. 23. Product Performance
  24. 24. Product Performance • Buy to Detail Rate • What % of product views resulted in a purchase • Which products are not selling themselves well enough on site? • Which products may not have a competitive enough offering? • Are certain brands / categories easier purchases than others? • Do some products need to be marketed better / better copy / cheaper? • Cart to Detail Rate • What % of product views resulted in add to cart • Monitor drop outs • Where do you need to remarket? • Why do people add to cart but not purchase ? • Are people window shopping or have intent to buy certain categories?
  25. 25. Product Performance - Category
  26. 26. Product Performance - Category Find profitable categories Monitor promoted areas Identify high return rates
  27. 27. Prod. Performance - Shopping Behaviour
  28. 28. Prod. Performance - Shopping Behaviour So much detail!
  29. 29. Prod. Performance - Shopping Behaviour Visibility Actual sales Click throughs Changed minds Intent Product CR
  30. 30. Product List Performance
  31. 31. Product List Performance Which lists are more successful?
  32. 32. Product List Position
  33. 33. Best Practices
  34. 34. Write a Measurement Plan Good Web Analytics Foundations Ensure high quality set up Learn how to use the data Find what works for you Set KPIs, benchmarks and good/bad thresholds
  35. 35. Identify KPIs for business Measurement Plan Accurate set up & code Reports & Dashboards Find actionable insights Make updates & AB test Measure success Make updates & AB test Measure success Check & update set up Make updates & AB test Measure success Make updates & AB test Measure success Make updates & AB test Recommended Analytics Process
  36. 36. Analytics Training Insights Dashboards Reports Get stuck in to your data! Anna Lewis polkadotdata.com anna@polkadotdata.com Set up & Auditing

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