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.

Key Insights From Funnels - Enhanced Ecommerce For Google Analytics

7,029 views

Published on

The slides from my talk at GPeC Summit, Romania, on 11 May 2015.

I introduce the Enhanced Ecommerce reports for Google Analytics, but before I do, I outline my ideology for using Enhanced Ecommerce. It's not just a flashy set of reports, it's an optimization tool and a hypothesis machine. I'm less interested in successful transactions and more in things like abandonment and lack of engagement. Enhanced Ecommerce lets us expand the somewhat broken concept of a session-based conversion rate, and granularly investigate its components and particles. This way we can analyze not only transactions, visits, and visitors, but the products themselves, too.

Published in: Retail, Data & Analytics, Internet
  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello! High Quality And Affordable Essays For You. Starting at $4.99 per page - Check our website! https://vk.cc/82gJD2
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Key Insights From Funnels - Enhanced Ecommerce For Google Analytics

  1. 1. Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com info@reaktor.com Confidential ©2015 Reaktor All rights reserved Key insights from funnels Enhanced ecommerce for Google analytics GPeC Summit 11-May-2015 | @SimoAhava
  2. 2. Simo Ahava Senior Data Advocate, Reaktor GPeC Summit 11-May-2015 | @SimoAhava Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  3. 3. Agenda 1. Plug-and-play Analytics 2. Enhanced Ecommerce for Google Analytics 3. Implementation tips and ideas GPeC Summit 11-May-2015 | @SimoAhava
  4. 4. Plug-and-play Analytics Stop. Stop doing it. Stop it now. GPeC Summit 11-May-2015 | @SimoAhava
  5. 5. 2,342,566 GPeC Summit 11-May-2015 | @SimoAhava
  6. 6. 2,342,566 GPeC Summit 11-May-2015 | @SimoAhava Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month!
  7. 7. Definition of a Session • Group of interactions that takes place on a website… GPeC Summit 11-May-2015 | @SimoAhava • That expires after 30 minutes of inactivity… • Or at the end of they day… • Or when acquisition campaign changes… • Unless the referral is in the Referral Exclusion List… • Or traffic is cross-domain, and cross-domain tracking is implemented… • Unless it’s implemented incorrectly… • Which is likely since it’s so !#/%(“% difficult… • Unless you’re using Google Tag Manager… • Except if you’ve implemented THAT incorrectly…
  8. 8. All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava
  9. 9. All metrics and dimensions used by a platform subscribe to the schemas of said platform! GPeC Summit 11-May-2015 | @SimoAhava Sessionization Schema
  10. 10. This has two major implications on how we collect, process, and analyse the data. GPeC Summit 11-May-2015 | @SimoAhava
  11. 11. Stay away from aggregate metrics.
 GPeC Summit 11-May-2015 | @SimoAhava 1
  12. 12. Stay away from aggregate metrics.
 Combine, segment,
 visualize, predict. GPeC Summit 11-May-2015 | @SimoAhava 1
  13. 13. Aggregate Segmented User-centric Integrated Predictive GPeC Summit 11-May-2015 | @SimoAhava 21.20% Our website’s Ecommerce 
 Conversion Rate for January was…
  14. 14. Aggregate Segmented User-centric Integrated Predictive GPeC Summit 11-May-2015 | @SimoAhava 14.56% Visitor’s who landed on our site
 through our January Facebook campaign
 converted at a rate of…
  15. 15. Aggregate Segmented User-centric Integrated Predictive GPeC Summit 11-May-2015 | @SimoAhava 24.16% New Visitors, landing on our website
 through the January Facebook
 campaign, converted at a rate of…
  16. 16. Aggregate Segmented User-centric Integrated Predictive GPeC Summit 11-May-2015 | @SimoAhava 3.14% Returning Customers, between the
 ages 17-24, who landed on our website
 through the January Facebook campaign,
 converted at a rate of…
  17. 17. Aggregate Segmented User-centric Integrated Predictive GPeC Summit 11-May-2015 | @SimoAhava Based on data from our integrated
 systems, on seasonality, on past performance,
 and on the competitive landscape, we
 recommend optimizing for these milestones…
  18. 18. Due to untrustworthy metrics, it might be better to look at a site through funnels. GPeC Summit 11-May-2015 | @SimoAhava 2
  19. 19. Enhanced Ecommerce For Universal Analytics GPeC Summit 11-May-2015 | @SimoAhava
  20. 20. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Traditional eCommerce
  21. 21. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Traditional eCommerce transactionId revenue products 1 x conversion
  22. 22. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce
  23. 23. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion
  24. 24. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression
  25. 25. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression Impression click
  26. 26. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression Impression click Product detail view
  27. 27. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression Impression click Product detail view Add to Cart
  28. 28. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression Impression click Product detail view Add to Cart Checkout funnel step 1
  29. 29. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression Impression click Product detail view Add to Cart Checkout funnel step 1 Checkout funnel step 2
  30. 30. GPeC Summit 11-May-2015 | @SimoAhava Session start Receipt page Enhanced eCommerce transactionId revenue products 1 x conversion Product impression Impression click Product detail view Add to Cart Checkout funnel step 1 Checkout funnel step 2 Checkout funnel step 3
  31. 31. Enhanced Ecommerce allows you to focus on general trends or zoom in on an individual segment or product GPeC Summit 11-May-2015 | @SimoAhava
  32. 32. GPeC Summit 11-May-2015 | @SimoAhava 1. Implementation
  33. 33. GPeC Summit 11-May-2015 | @SimoAhava 1. Implementation 2. Activation
  34. 34. GPeC Summit 11-May-2015 | @SimoAhava 1. Implementation 2. Activation 3. New reports
  35. 35. GPeC Summit 11-May-2015 | @SimoAhava Shopping Behaviour Analysis Horizontal funnel to identify pain points at a glance Ouch!
  36. 36. GPeC Summit 11-May-2015 | @SimoAhava Shopping Behaviour Analysis Quick segmentation for Sessions and Abandonments Segment to identify problems! Ouch! Ouch!
  37. 37. GPeC Summit 11-May-2015 | @SimoAhava Checkout Behaviour Analysis Identify problems in the checkout funnel Ouch!
  38. 38. GPeC Summit 11-May-2015 | @SimoAhava Checkout Behaviour Analysis Quickly create segments for in-depth analysis
  39. 39. GPeC Summit 11-May-2015 | @SimoAhava Product Performance Identify missed opportunities by best potential Ouch! Ouch!
  40. 40. GPeC Summit 11-May-2015 | @SimoAhava Product Performance Identify missed opportunities by category Ouch! Ouch! Ouch!
  41. 41. GPeC Summit 11-May-2015 | @SimoAhava Product List Performance Analyze product listings & lists on the site Ouch! Ouch! Ouch!
  42. 42. GPeC Summit 11-May-2015 | @SimoAhava Internal Promotions / Coupons Measure effectiveness of on-site promotions
  43. 43. Enhanced Ecommerce is not just a reporting tool GPeC Summit 11-May-2015 | @SimoAhava
  44. 44. GPeC Summit 11-May-2015 | @SimoAhava Optimize your product lists, offers, list positions, and descriptions for maximum profit
  45. 45. GPeC Summit 11-May-2015 | @SimoAhava Convert your Enhanced Ecommerce segments into Remarketing Audiences
  46. 46. GPeC Summit 11-May-2015 | @SimoAhava Fix your calls-to-action, minimize funnel abandonment
  47. 47. What is Enhanced Ecommerce? GPeC Summit 11-May-2015 | @SimoAhava A schema that expands a single metric (Transaction / Conversion Rate) and turns it into funnels. An optimization tool especially for identifying missed
 opportunities. A way to navigate around the limitations of a heavily
 biased platform like Google Analytics.
  48. 48. Implementation tips & ideas …if you can’t make it to my workshop tomorrow… GPeC Summit 11-May-2015 | @SimoAhava
  49. 49. Use a Data Layer GPeC Summit 11-May-2015 | @SimoAhava
  50. 50. Use a Data Layer GPeC Summit 11-May-2015 | @SimoAhava
  51. 51. Use Google Tag Manager GPeC Summit 11-May-2015 | @SimoAhava Works beautifully with a Data Layer Relatively trivial to implement new tags Short time-to-market for changes in the
 page template or Data Layer
  52. 52. Recognize the limitations GPeC Summit 11-May-2015 | @SimoAhava Session-scoped :( Only works with a specific, albeit common,
 type of webstore Very little room for customisation
  53. 53. Practise with the Live Demo GPeC Summit 11-May-2015 | @SimoAhavahttp://enhancedecommerce.appspot.com/
  54. 54. THANK YOU simo.ahava@reaktor.com GPeC Summit 11-May-2015 | @SimoAhava www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava

×