Bilal Saleh - E-nor - WebCongress Miami 2013

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Bilal Saleh - E-nor - WebCongress Miami 2013

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Bilal Saleh - E-nor - WebCongress Miami 2013

  1. 1. Leveraging  Web  Analy/cs  for         E-­‐Commerce  Op/miza/on   Web  Congress  Miami   Nov  8th,  2013   Bilal Saleh Principal Partner
  2. 2. Company  Background   •  Digital Analytics & Marketing Optimization Consulting •  Established in 2003 •  Silicon Valley, LA, NYC, Dallas, Tampa, Brussels •  Google Analytics Premium Authorized Reseller •  DAA Premier Corporate Member
  3. 3. Topics  Covered  Today   •  Web  Analy/cs  Overview     u  Metrics  and  KPIs   u  Case  Study   •  E-­‐Commerce  Tracking   u  Key  Metrics   u  Key  Reports   u  Segmenta/on    
  4. 4. Digital  Marke/ng:  Acquisi/on  vs.  Conversion   SEO,  Social,  Blog,  Viral,  PPC,   Etc.   Online  PR,  NewslePer,  RSS,   Webcast,  Affiliate,  Banner,   Etc.   Traffic!   Leads!     •  Is  genera/ng  traffic  enough   •  How  about  Insights www.e-­‐nor.com     4  
  5. 5. Analy/cs  –  The  Big  Picture   Measurements   Op/miza/on   www.e-­‐nor.com   Analysis   5  
  6. 6. Content  Consump/on  -­‐  What  can  we   measure?   • Events – User Interactions • Videos • Downloads • Outbound Links
  7. 7. Digital  Analy/cs   Measuring  the  digital  experience     for  the  sake  of  improving  it   •  A  “Marketers”  tool   •  Detailed  sta8s8cs  about  traffic  &   traffic  sources   •  Measures  conversions  and  sales     www.e-­‐nor.com   7  
  8. 8. Digital  Analy/cs   Without  it,  you  can  NOT    determine     the  effec8veness  of  your…     •  Customer  online  experience:     bounces,  repeat,  behavior,  conversion,  etc.   •  SEO  marke/ng   •  Social  Buzz   •  Lead  Genera/on     www.e-­‐nor.com   8  
  9. 9. Digital  Analy/cs  and  ROI   Collec/ng,  measuring,  and  analyzing  relevant  data   to  improve  ROI  (rev  –  cost)  /  cost     •  Do  more  of  what  works   •  Do  less  of  what  does  not  work   www.e-­‐nor.com   9  
  10. 10. Digital  Analy/cs  Measurements  Examples   •  Daily  Visitors  (new,  returning)   •  Bounce  rate  (page  s/ckiness)   •  Conversion  Rate   •  Top-­‐visited  pages   •  Visitor  behavior     u  Time  on  site,  return  frequency,  etc.   •  Referral  source/channel  (organic/paid)   •  Geography,  language,  technology   •  E-­‐Commerce:  revenue,  best  selling  products,  average  order  value   www.e-­‐nor.com   10  
  11. 11. Dashboard  in  Google  Analy/cs  
  12. 12. Ques/ons  Digital  Analy/cs  Can  Answer   •  Source  of  conver/ng  visitors   •  Most  valuable  content  pages   •  Internal  site  search  conversion  impact   •  Average  visits  to  conversion   •  User  engagement  effec/veness  (user  behavior)   •  Campaign  effec/veness:  visitors  bouncing/s/cking   www.e-­‐nor.com     12  
  13. 13. Objec/ves,  Metrics,  and  KPIs   •  Objective: A high level business direction and strategy u  Measured to assess overall business success •  Metric: A count or a ratio of some sort: u  u  Count: page views, unique visitors, average order value Ratio: bounce rate, conversion rate •  KPI: Metrics that track & measure objective performance u  u  www.e-­‐nor.com   Should lead to action At least one KPI per objective 13  
  14. 14. Digital  Analy/cs  Goals   •  Goals  help  define  success     •  Think  conversion     •  Specific,  measureable,  and  engaging  ac8ons   u  u  u  u  u  u  u  Fill  out  applica/on  form  (School)   Sell  a  product  (e-­‐Commerce)   Download  a  PDF   Watch  a  video   Donate     Subscribe  to  newslePer   Love  buPon  clicks   •  Goal  conversion  is  a  metric   •  Determine  site  performance   www.e-­‐nor.com   14  
  15. 15. Key  Performance  Indicators  (KPI)   Organiza/on-­‐specific  factors     that  measure  its  success   •  •    www.e-­‐nor.com   Analy/cs  provides  data  that  help  build  KPIs   KPIs  are  used  to  take  ac8ons   15  
  16. 16. Key  Performance  Indicators  (KPI)  Example   KPI:  Revenue  generated  from  a  paid  (PPC)  campaign   Observa/on:  $2,000  in  cost  and  $500  in  revenue!!     Ac/on:  Stop  and  inves/gate!   www.e-­‐nor.com   16  
  17. 17. Case  Studies   www.e-­‐nor.com   17  
  18. 18. Case  Study  –  Reducing  Cost-­‐Per-­‐Transac/on   Business  Category:     • Retail   • B2C  e-­‐Commerce  Website     • Selling  outdoor  games     Marke>ng  Issue  to  address:  High  cost-­‐per-­‐transac/on    
  19. 19. Approach  &  Results   Approach:   •  Iden/fied  Key  Metric  (cost  per  transac/on)   •  Tracked  and  Segmented  Marke/ng  Channels  +  Traffic  Sources   •  Iden/fied  and  Improved  targe/ng  of  under-­‐performing  channels     Results:   •  5-­‐fold  improvement  in  cost  per  transac/on     •  (from  $250+  down  to  under  $50)  
  20. 20. Cost-­‐Per-­‐Transac/on  Improvement     (by  Channel)     Google  Display   $300   Google  Paid  Search     $250 Yahoo  Paid  Search     Partner  Channel  1     Partner  Channel  2     $200 $150 $100 $50 $0 Aug Sep Oct Nov Dec 20
  21. 21. Case  Study  –  Reducing  Cost-­‐Per-­‐Lead   Business  Category:     • Regional  Phone  Company   • Selling  DSL  Services  to  Businesses   • B2B  Lead  Genera/on  Website     Marke>ng  Issue  to  address:  High  cost-­‐per-­‐lead   21
  22. 22. Case  Study  –  Reducing  Cost-­‐Per-­‐Lead   Approach:   •  Iden/fied  campaign  goals  and  key  metrics  (cost  per  lead)   •  Iden/fied  under-­‐performing  campaigns   •  Improved  targe/ng  of  paid  search  marke/ng  campaigns   •  Re-­‐designed  landing  page   Results: •  3 fold improvement in number of leads for less marketing spend •  Significantly reducing the cost per lead 22
  23. 23. Conversion  Rate  Improvements   From  1.96%  to  6.40%  
  24. 24. So…How  Do  We  Do  It?   www.e-­‐nor.com   24  
  25. 25. Digital  Marke/ng  Op/miza/on   www.e-­‐nor.com   25  
  26. 26. Op/mizing  E-­‐Commerce   www.e-­‐nor.com   26  
  27. 27. E-­‐Commerce  Tracking   Track key metrics that matter to your success Products: which products, what quantity, and how much revenue Transactions: Revenue, taxes, shipping, & quantities Time to Purchase: Days/visits to complete a transaction www.e-­‐nor.com   27  
  28. 28. E-­‐Commerce  Basic  Metrics   www.e-­‐nor.com   28  
  29. 29. Transac/on   Definition: A purchase order (One or more product items) www.e-­‐nor.com   29  
  30. 30. Conversion  Rate   Definition: Percentage of visits that completed a transaction (purchase) Total number of transactions / total number of visits ) * 100 www.e-­‐nor.com   30  
  31. 31. Average  Order  Value   Definition: Average value of transactions Total revenue / total transactions www.e-­‐nor.com   31  
  32. 32. Unique  Purchase   Definition: Number of product items purchased in one transaction www.e-­‐nor.com   32  
  33. 33. Visits  to  Purchase   Definition: The average number of visits it takes for a user to convert. www.e-­‐nor.com   33  
  34. 34. Is  Aggrega/on  Insighqul?   $100K -- starting salary of geography students Insights  come  from  segmenta>on   www.e-­‐nor.com   34  
  35. 35. Segment  Your  Data   •  •  •  •  Paid Search New Visitors Traffic From US Conversion from Fall Campaign www.e-­‐nor.com   •  •  •  •  Non-Paid Search (SEO) Returning Visitors Traffic From Canada Conversion From Last Campaign 35  
  36. 36. Know  Your  User  Segments   •  Example u  Educational Institute segments visitors as “Graduate” and “Undergraduate” and reports on sales per segment •  Observation: u  u  Graduate visits = 19% of total visits Graduate revenue = 30% of total revenue www.e-­‐nor.com   36  
  37. 37. Segment  by  Channel   https://www.e-nor.com/blog/web-analytics/tracking-online-and-offline-marketing-campaigns-withgoogle-analytics
  38. 38. Key  Metrics  You  Should  Be   Tracking     www.e-­‐nor.com   38  
  39. 39. Product  Category   •  Segment by product category u  u  Which categories are driving more revenue than others Which categories are under performing •  Segment one level deeper by traffic source u  www.e-­‐nor.com   Traffics Channels, Campaigns, Keywords, etc.. 39  
  40. 40. Product  Comparison     •  •  •  •  Use Google Analytics “event” Track products that are getting compared Track product purchases relevant to what was compared – any correlation? Find out which products you want to push but are not getting compared www.e-­‐nor.com   40  
  41. 41. Live  Chat  Tracking   •  Live chat could boost AOV by 25-30% •  Track how many visitors use live chat to determine: u  u  u  Conversion Rate Average Order Value Overall Revenue •  Segment by category u  u  Observe: correlation between high ticket item purchases & live chat interactions Action: Hire more staff and extend hours? www.e-­‐nor.com   41  
  42. 42. Shopping  Cart  Removes   •  Observe: Companion Products Removal u  (Trampoline + Safety Net) •  Action: Offer a Combo Discount or Free Shipping www.e-­‐nor.com   42  
  43. 43. Key  Reports  You  Should   Focus  On   www.e-­‐nor.com   43  
  44. 44. Segment  By  Traffic  Channel   •  Assess each channel in terms of u  Traffic Generation, Conversion Rate, AOV •  Observations: u  “Email” vs. Social” vs. “Affiliate” vs. “Referral” •  Conclusion: Aggregate conversion rate of .062% does not tell the whole story www.e-­‐nor.com   44  
  45. 45. Segment  By  Day  of  Week   •  Observation: u  Thursday vs. Sunday •  Anomalies: u  u  Did you blast your email specials on Thursday? Visitors place order before hitting the weekend? •  Action: u  u  Segment by traffic channel to see where visitors are coming from Segment by hour of day (Peak traffic is between 1pm an 2pm) www.e-­‐nor.com   45  
  46. 46. Funnel  Segment   •  Reports on one basic funnel from “Add-to-Cart” à to “Checkout” does not tell the whole story •  Zooming into the entire checkout process reveals some true gems u  Completion percentage of every step in the funnel by traffic channel www.e-­‐nor.com   46  
  47. 47. Other  Funnel  Segments  to  Consider   •  Add-to-cart conversions (micro conversion): u  Channels/campaigns persuading visitors to add a product to the cart •  Repeat buyers vs. first time buyers u  u  u  u  Create a funnel for each type of buyers Track conversion rate, AOV, overall shopping behavior Compare and benchmark Observe trend and find ways to improve upon •  Location of add-to-cart: u  u  Track “add-to-cart” from main product page, promotion page, home page banner, etc Knowing all the sources gives you more opportunities to optimize •  Guest vs. registered users: u  u  Two paths to shopping cart: login/no-login Asses the impact of the sign up process on conversion www.e-­‐nor.com   47  
  48. 48. Qualify  Your  Leads   www.e-­‐nor.com   48  
  49. 49. The  “One  Data  Source”  Challenge     Unqualified  Leads:   86%!!  
  50. 50. 360  View?  Mul/ple  Data  Sources   Mobile Offline Social CRM Search Web Analytics Qualitative Reporting System Cost Data
  51. 51. Accountability  <==>  Success  
  52. 52. Recap   hPp://www.e-­‐nor.com   52  
  53. 53. E-­‐Commerce  Analy/cs     •  Business Objective u  Establish Online Market Presence in a New Product Category •  Goals u  u  Sales Exposure •  KPI u  u  Revenue Unique Transactions •  Targets u  $3M over six months •  Segments u  u  u  Acquisition: •  Organic,  Affiliate,  Referral,  Email   Product Category •  %  of  new  product  sale  to  total  revenue   Behavior: •  Visits  to  Conversion   www.e-­‐nor.com   53  
  54. 54. Google  Analy/cs  Training  Coming  To  Miami   •  When: March 25-28 •  Where: Hilton Garden Inn Miami Airport West •  Instructor: Eric Fettman, Developer of googleanalyticstest.com •  Fees: u  u  1 or 2 days $499/day 3 or 4 days $449/day •  WebCongress Attendees Discounts: u  u  10% -- code: GA10 Combined with 10% early-bird and 10% 3 or 4 days discount •  Additional discounts u  u  Educational institutions Government agencies http://www.e-nor.com/google-analytics-training-course/miami/ www.e-­‐nor.com   54  
  55. 55. Thank  You!   bilal@e-­‐nor.com   www.e-­‐nor.com   55  

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