Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to smash google analytics for eCommerce - Luke Carthy - LondonSEO

338 views

Published on

How to smash google analytics for eCommerce - Luke Carthy - LondonSEO

Published in: Marketing
  • Be the first to comment

How to smash google analytics for eCommerce - Luke Carthy - LondonSEO

  1. 1. How to smash Google Analytics for eCommerce Lukecarthy.com @MrLukeCarthy
  2. 2. Lukecarthy.com @MrLukeCarthy I’m an eCommerce Consultant I’ve worked with..
  3. 3. I want to share a story with you.. Lukecarthy.com @MrLukeCarthy
  4. 4. The ‘I can’t replicate the issue so I’m closing the ticket’ story Lukecarthy.com @MrLukeCarthy
  5. 5. Lukecarthy.com @MrLukeCarthy
  6. 6. Lukecarthy.com @MrLukeCarthy Meet Dave & Lucille. Dave Lucille
  7. 7. Lukecarthy.com @MrLukeCarthy Who’s Dave? ✅ Digital Manager at an eCom store ✅ Uses GA almost daily ✅ Enhanced eCommerce whizz ⚠ ‘Out of the box’ GA account
  8. 8. Lukecarthy.com @MrLukeCarthy Dave has a problem.. Google Analytics is cool at telling Dave about the sales they’ve won...
  9. 9. Lukecarthy.com @MrLukeCarthy Dave has a problem.. …but it’s not great at telling him about the sales they’ve missed and why.
  10. 10. Lukecarthy.com @MrLukeCarthy
  11. 11. Lukecarthy.com @MrLukeCarthy
  12. 12. Lukecarthy.com @MrLukeCarthy Dave has a problem.. Dave’s GA only delivers indicators and insights, not solid proof.
  13. 13. Lukecarthy.com @MrLukeCarthy Dave has a problem.. ‘I think...’ doesn’t get prioritised.
  14. 14. Lukecarthy.com @MrLukeCarthy Who’s Lucille? ✅ Digital Manager at an eCom store ✅ Uses GA frequently ✅ Enhanced eCommerce whizz 🛠 Gone beyond ‘out of the box’ config
  15. 15. Lukecarthy.com @MrLukeCarthy Lucille’s killin’ it. Lucille can quickly get to that sweet, sweet solid proof…
  16. 16. Lukecarthy.com @MrLukeCarthy Lucille’s killin’ it. …and attach even more high res data to strengthen her findings…
  17. 17. Lukecarthy.com @MrLukeCarthy Lucille’s killin’ it. ...which means Lucille has killer stats the board simply can’t ignore.
  18. 18. Lukecarthy.com @MrLukeCarthy Lucille’s killin’ it. Lucille is able to get tickets prioritised higher and closed faster…
  19. 19. Lukecarthy.com @MrLukeCarthy Lucille’s killin’ it. …She’s saving the devs major time and effort by pinpointing the exact issues.
  20. 20. Lukecarthy.com @MrLukeCarthy
  21. 21. Lukecarthy.com @MrLukeCarthy
  22. 22. Lukecarthy.com @MrLukeCarthy
  23. 23. Payment failed. Error 1007: Please contact sales on… Lukecarthy.com @MrLukeCarthy
  24. 24. Lukecarthy.com @MrLukeCarthy
  25. 25. Invalid card number, please check and retry Lukecarthy.com @MrLukeCarthy Payment failed. Error 1007: Please contact sales on…
  26. 26. The results? Up to £30k p/day sales increase virtually overnight Lukecarthy.com @MrLukeCarthy
  27. 27. How to build a bad ass GA rig like Lucille Lukecarthy.com @MrLukeCarthy
  28. 28. Custom definitions. Why are they awesome? Lukecarthy.com @MrLukeCarthy
  29. 29. They allow you to send custom data in to GA Lukecarthy.com @MrLukeCarthy
  30. 30. Custom dimensions can be applied to almost any dataset Lukecarthy.com @MrLukeCarthy
  31. 31. Lukecarthy.com @MrLukeCarthy
  32. 32. Lukecarthy.com @MrLukeCarthy
  33. 33. Lukecarthy.com @MrLukeCarthy
  34. 34. Lukecarthy.com @MrLukeCarthy
  35. 35. After that, there’s a bit of Google Tag Manager tinkering Lukecarthy.com @MrLukeCarthy
  36. 36. I’ve included some helpful resources (links at the end) Lukecarthy.com @MrLukeCarthy
  37. 37. Capturing error messages in GA Lukecarthy.com @MrLukeCarthy
  38. 38. Lukecarthy.com @MrLukeCarthy Error messages Identify how many times every error fires, the specific text and where
  39. 39. Answer questions like these… Lukecarthy.com @MrLukeCarthy What errors are firing at the checkout and how many visitors see them?
  40. 40. Answer questions like these… Lukecarthy.com @MrLukeCarthy Are there errors that could be rewritten to improve UX/CRO?
  41. 41. Answer questions like these… Lukecarthy.com @MrLukeCarthy What pages display the most errors?
  42. 42. Answer questions like these… Lukecarthy.com @MrLukeCarthy What errors are hurting conversions the most?
  43. 43. Lukecarthy.com @MrLukeCarthy
  44. 44. Capturing lost basket value in GA Lukecarthy.com @MrLukeCarthy
  45. 45. GA isn’t great at reporting the sales you’ve lost Lukecarthy.com @MrLukeCarthy
  46. 46. Lukecarthy.com @MrLukeCarthy
  47. 47. Lukecarthy.com @MrLukeCarthy Lost basket value Where do we lose the most potential sales?
  48. 48. Lukecarthy.com @MrLukeCarthy Lost basket value What does slow website performance cost us?
  49. 49. Lukecarthy.com @MrLukeCarthy Lost basket value How much cash are we losing due to that error message?
  50. 50. Lukecarthy.com @MrLukeCarthy Lost basket value
  51. 51. How does the lost basket value dimension work? Lukecarthy.com @MrLukeCarthy
  52. 52. Capturing product stock status in GA Lukecarthy.com @MrLukeCarthy
  53. 53. Lukecarthy.com @MrLukeCarthy Product stock status Is zero stock the reason why sales were low for specific lines?
  54. 54. Lukecarthy.com @MrLukeCarthy Product stock status When an item has low stock, how does it impact conversion?
  55. 55. Capturing promotional statuses in GA Lukecarthy.com @MrLukeCarthy
  56. 56. Lukecarthy.com @MrLukeCarthy Product stock status How does a price reduction or offer impact conversion for these items?
  57. 57. Lukecarthy.com @MrLukeCarthy Product stock status Does 3 for 2 or 1/3 off work better?
  58. 58. A few bad bits re custom definitions.. Lukecarthy.com @MrLukeCarthy
  59. 59. Lukecarthy.com @MrLukeCarthy A few bad bits They can’t be deleted once they’ve been added.
  60. 60. Lukecarthy.com @MrLukeCarthy A few bad bits You can only have a max. of 20 of them across a property. Bastards.
  61. 61. Lukecarthy.com @MrLukeCarthy A few bad bits
  62. 62. Where custom definitions get ugly, events get sexy Lukecarthy.com @MrLukeCarthy
  63. 63. Firstly, there’s no limits on the number of events Lukecarthy.com @MrLukeCarthy
  64. 64. But there are nuanced differences... Lukecarthy.com @MrLukeCarthy
  65. 65. Lukecarthy.com @MrLukeCarthy Some differences Custom definitions tell you what, events tell you when…
  66. 66. Lukecarthy.com @MrLukeCarthy Some differences Dimensions Metrics Events Transaction type Transaction amount Purchase completed Customer type Number of transactions Saved quote Stock status Item price Added to basket
  67. 67. There are no hard and fast rules Lukecarthy.com @MrLukeCarthy
  68. 68. Lukecarthy.com @MrLukeCarthy Some differences Events can also be used to power goals, custom dimensions can’t.
  69. 69. Lukecarthy.com @MrLukeCarthy Some differences Custom definitions: {Def. name} : {value} Events: {Category} : {value} {Action} : {value} {Label} : {value} {Value} : {number}
  70. 70. Lukecarthy.com @MrLukeCarthy
  71. 71. Fire an event when a search returns ‘no results’ Lukecarthy.com @MrLukeCarthy
  72. 72. Fire an event like this: Lukecarthy.com @MrLukeCarthy Event params: Category: Site Search Action: no results Label: {Search term} Value: 1
  73. 73. So you can confidently answer questions like these… Lukecarthy.com @MrLukeCarthy
  74. 74. Answer questions like these… Lukecarthy.com @MrLukeCarthy What are the items that customers are looking for that we don’t sell?
  75. 75. Lukecarthy.com @MrLukeCarthy
  76. 76. Lukecarthy.com @MrLukeCarthy 'No results’ event Dalhua | Alhua | Dahau | Olhua | Dower | Dahooa
  77. 77. Lukecarthy.com @MrLukeCarthy Dahua
  78. 78. Lukecarthy.com @MrLukeCarthy Da-who-ah
  79. 79. Lukecarthy.com @MrLukeCarthy
  80. 80. Answer questions like these… Lukecarthy.com @MrLukeCarthy What misspellings are we not optimising and how often are they searched?
  81. 81. Answer questions like these… Lukecarthy.com @MrLukeCarthy What non-commerce queries are our customers searching for?
  82. 82. You can take this further than just search too… Lukecarthy.com @MrLukeCarthy
  83. 83. Flag all empty categories too Lukecarthy.com @MrLukeCarthy
  84. 84. Lukecarthy.com @MrLukeCarthy
  85. 85. Last but not least… Lukecarthy.com @MrLukeCarthy
  86. 86. A report that needs zero dev and takes mins to setup… Lukecarthy.com @MrLukeCarthy
  87. 87. A 404 counter sorted by customer impact Lukecarthy.com @MrLukeCarthy
  88. 88. Plus some other cool stuff and ideas Lukecarthy.com @MrLukeCarthy
  89. 89. Lukecarthy.com/ LondonSEO Lukecarthy.com @MrLukeCarthy
  90. 90. Links n stuff: Lukecarthy.com @MrLukeCarthy Step-by-step guide to setting up custom dimensions: https://online-metrics.com/custom-dimensions/ GTM basics – rules in a nutshell by Simo Ahava: https://www.simoahava.com/gtm-tips/gtmtips-rules-nutshell/ The official GA docs for custom dimensions: https://support.google.com/tagmanager/answer/6164990?hl=en
  91. 91. Be more Lucille. Lukecarthy.com @MrLukeCarthy TM
  92. 92. Thank you! @MrLukeCarthy /in/lukecarthy lukecarthy.com

×