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Getting Actionable Insights From Tracking Users in Ecommerce

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At the end results are the only thing that matters. With ecommerce’s complexity tracking consumer decision journeys and adapting your online presence will be the difference between having a successful business and disappearing in the graveyard of unprofitable web shops.

We will unravel the layers of consumer decision journey, define micro conversions to track and locate the best insights. It’s not all theory – we will discuss practical application of the See-Think-Do model to ecommerce websites. Who your customers are and what they think about you is something you can’t ignore. That’s why we’ll also focus on tracking different personas, evaluating your content and tracking your NetPromotor Score in GA. Why to do it, how to do it and what outcomes to expect.

Published in: Marketing
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Getting Actionable Insights From Tracking Users in Ecommerce

  1. 1. Andraž Štalec @andrazstalec WHEN HARRY MET SALLY
  2. 2. MarketingSherpa Ecommerce Benchmark Study 2014
  3. 3. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% MultipleProductTypes Apparel,Footwear&… Art&Collectibles AutoParts&Accessories Books BusinessServices Software&VideoGames Consumer&LocalServices DigitalGoods Education Electronics FinancialServices&Insurance Food&Beverage Gifts&Speciality Health&Beauty Home&Garden IndustrialEquipment Jewelry Medical&Pharmaceutical OfficeSupplies Other PetProducts Publishing&Entertainment Sports&Outdoors Toys&Children'sProducts MarketingSherpa Ecommerce Benchmark Study 2014 Ecommerce Conversion Rates by Product Type
  4. 4. 0% 5% 10% 15% 20% 25% 1% 3% 5% 10% 15% 20% 25% 30% 35% 40% 50% 60% 70% 80% 90% 100% MarketingSherpa Ecommerce Benchmark Study 2014 Overall Ecommerce Conversion Rates
  5. 5. HOW CAN YOU IMPROVE YOUR COMPANY'S CONVERSION RATE?
  6. 6. IF YOU WANT TO IMPROVE YOUR RESULTS YOU CAN‘T RELY ON DEFAULT ECOMMERCE TRACKING.
  7. 7. TO REALLY UNDERSTAND THE ANATOMY OF YOUR ECOMMERCE YOU NEED TO ADD NEW LAYERS.
  8. 8. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
  9. 9. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
  10. 10. TARGET GROUP GOAL USER NEED MESSAGE DIGITAL CHANNELS TARGETING KPIs CONTENT Digital Marketing Framework
  11. 11. DOTHINKSEE People who use our, similar or substitute products People who use our, similar or substitute products and are THINKing they need a new product People who use our, similar or substitute products, are thinking they need some & are looking to BUY THEM RIGHT NOW Target group
  12. 12. DOTHINKSEE Build brand awareness Build brand/product preference & engagement with a brand Increase sales Goal
  13. 13. DOTHINKSEE Feel connected with a brand Learn more about the product/category Get best deal possible User need
  14. 14. DOTHINKSEE Creative that builds emotions Creative encourages research & engagement Creative focusing on product & offer Message
  15. 15. DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL DOTHINKSEE Digital channels
  16. 16. DOTHINKSEE Affinity categories Interest categories Demographics In-market buyers Interest categories Display keywords Topics Placements Remarketing Informational Searches Category KWs Mid-funnel KWs Problem/Solution KWs Search Remarketing Remarketing Transactional Searches Brand KWs Product names Lower funnel KWs Search Remarketing Targeting
  17. 17. DOTHINKSEE Reach & Frequency Brand Search % New Visits Number of mentions Number of leads Engagement Page Depth Assisted conversions CTR Revenue Conversion Rate Profit KPIs
  18. 18. Understanding user behavior throughout the entire CDJ Number of interactions Length Transactions
  19. 19. Micro & macro conversions
  20. 20. Micro & macro conversions matrix NEW FOLLOWERS GALLERIES BROWSED PRODUCTS COMPARED EMAIL SIGNUPS SOCIAL ACTIONS VIDEOS WATCHED PURCHASE STOCK CHECKED CATALOGS DOWNLOADED USER REGISTRATION Long term Short term Medium term DO THINK SEE
  21. 21. Outcomes report
  22. 22. DOTHINKSEE DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL Digital Channels
  23. 23. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
  24. 24. Meet Harry!
  25. 25. Harry‘s shopping behaviour 1 DAY 1 PRODUCT ADDED TO CART 2 SESSIONS 1 PRODUCT PURCHASED 3 PRODUCTS COMPARED 1 WIZARD USED Cart-to-Detail Rate: 33 % Buy-to-Detail Rate: 33 % Sessions with Transactions: 50 %
  26. 26. Meet Sally!
  27. 27. Sally‘s shopping behaviour 21 DAYS 8 PRODUCTS ADDED TO CART 5 SESSIONS 1 PRODUCT PURCHASED 17 PRODUCTS VIEWS 3 ARTICLES READCart-to-Detail Rate: 47 % Buy-to-Detail Rate: 5,8 % Sessions with Transactions: 20 %
  28. 28. Different shopping behaviours 1 DAY 1 PRODUCT ADDED TO CART 2 SESSIONS 1 PRODUCT PURCHASED 3 PRODUCTS COMPARED 1 WIZARD USED Cart-to-Detail Rate 33 % : 47 % Buy-to-Detail Rate 33 % : 5,8 % Sessions with Transactions 50 % : 20 % 21 DAYS 8 PRODUCTS ADDED TO CART 5 SESSIONS 1 PRODUCT PURCHASED 17 PRODUCTS VIEWS 3 ARTICLES READ
  29. 29. ALSO TRUE WITH OTHER BUSINESS TYPES
  30. 30. Slovenia Germany Albania UnitedStates Poland Russia Kosovo UnitedKingdom Belgium France Netherlands Switzerland Austria Croatia Estonia Italy Sweden Macedonia(FYROM) Ecommerce Conversion Rates By Country
  31. 31. Slovenia Germany Albania UnitedStates Poland Russia Kosovo UnitedKingdom Belgium France Netherlands Switzerland Austria Croatia Estonia Italy Sweden Macedonia(FYROM) Ecommerce Conversion Rates By Country
  32. 32. Slovenia Germany Albania UnitedStates Poland Russia Kosovo UnitedKingdom Belgium France Netherlands Switzerland Austria Croatia Estonia Italy Sweden Macedonia(FYROM) Ecommerce Conversion Rates By Country
  33. 33. AGGREGATED MICRO CONVERSIONS ARE SHIT
  34. 34. EVEN SEGMENTATION BY LOCATION IS NOT ENOUGH
  35. 35. WHAT ABOUT DEMOGRAPHIC SEGMENTATION? SOURCE DEVICE
  36. 36. HUMANS ARE COMPLEX CREATURES
  37. 37. Location Need History Demography Device Behavior
  38. 38. TO UNDERSTAND THE DATA WE NEED TO SEGMENT BY BEHAVIOR
  39. 39. SEGMENTATION BY PERSONALITY TYPES
  40. 40. HOW DO YOU DEFINE AND DISCOVER PERSONALITY TYPES?
  41. 41. THE HARD WAYTHE EASY WAY
  42. 42. THE HARD WAYTHE EASY WAY
  43. 43. The 6 Personality Types of Digital Shopper ClickTale , March 2015
  44. 44. THE HARD WAYTHE EASY WAY
  45. 45. TAKE A CLOSE LOOK AT YOUR BUYERS
  46. 46. MICRO CONVERSIONS BEHAVIOR DEVICE REFERRALS DEMOGRAPHY
  47. 47. 0% 5% 10% 15% 20% 25% 1 2 3 4 5 6 7 8 9 10 11 12 13+ Product Views
  48. 48. 1 6 11 16 21 26 31 36 41 46 0 10 20 30 40 50 60 Sessioncount Days since last session 30 40 50 60 70 80 Goal 1 Completion Rates
  49. 49. 1 6 11 16 21 26 31 36 41 46 0 10 20 30 40 50 60 Sessioncount Days since last session 70 80 Goal 1 Completion Rates
  50. 50. Personality Type #1 Define your personality types Prepurchase behavior
  51. 51. … and adapt your marketing REMARKETING MARKETING AUTOMATIONSEGMENTS
  52. 52. AND YOU BETTER GET GOOD AT IT!
  53. 53. 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 0 1-300 301-500 501-1000 1001 - 1500 1500+ Ecommerce Conversion Rate by Product Desc
  54. 54. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
  55. 55. REVENUE IS A VANITY METRIC
  56. 56. WHEN NPS MEETS CLV
  57. 57. Overall NPS through time User NPS through time
  58. 58. NPS by traffic source NPS by age
  59. 59. Sales performance by NPS user types
  60. 60. Number of transactions & total revenue
  61. 61. Repeat purchases
  62. 62. Most valuable user category
  63. 63. IS THIS ALL JUST A LOT OF ?
  64. 64. OH! AND WHAT HAPPEND TO HARRY AND SALLY?
  65. 65. Thank you andraz.stalec@red-orbit.com

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