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Taking Google Analytics to Boss Level with Enhanced Ecommerce - Anna Lewis

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Taking Google Analytics to Boss Level with Enhanced Ecommerce - Anna Lewis

  1. 1. Taking Google Analytics to BOSS LEVEL with Enhanced Ecommerce Anna Lewis
  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. ANALYTICS? WHAT EVER.
  4. 4. Cracking the data What’s your business plan?
  5. 5. Cracking the data What’s your business plan? Growth, hiring, investments, sales, targets, details etc
  6. 6. Cracking the data What’s your business plan? Growth, hiring, investments, sales, targets, details etc What’s your website plan?
  7. 7. 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!
  8. 8. 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
  9. 9. WHAT DATA?
  10. 10. What does web analytics tell you? Our survey said!
  11. 11. What does web analytics tell you? • Sessions • Bounce Rate • Pages • Conversion Rate • Traffic sources Our survey said!
  12. 12. What CAN web analytics tell you? The less known answers are!
  13. 13. 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!
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. https://www.flickr.com/photos/hlkljgk/911016819 WHY?
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. TAKE THE BEST TRACK
  24. 24. Enhanced Ecommerce Showcase
  25. 25. Shopping Behaviour
  26. 26. Shopping Behaviour Apply segments Create segments Improve journey Uplift Conv. Rate Improve return
  27. 27. Shopping Behaviour Viewed page Read 50% Read 100% Viewed more Converted https://www.simoahava.com/analytics/ track-content-enhanced-ecommerce/
  28. 28. Checkout Behaviour
  29. 29. Checkout Behaviour Apply segments Create segments Improve journey Uplift Conv. Rate Improve return
  30. 30. Checkout Behaviour Pinpoint issues Monitor change Easily report Extra Detail Remarketing
  31. 31. Product Performance
  32. 32. Product Performance
  33. 33. 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?
  34. 34. Product Performance - Category
  35. 35. Product Performance - Category Find profitable categories Monitor promoted areas Identify high return rates
  36. 36. Prod. Performance - Shopping Behaviour
  37. 37. Prod. Performance - Shopping Behaviour So much detail!
  38. 38. Prod. Performance - Shopping Behaviour Visibility Actual sales Click throughs Changed minds Intent Product CR
  39. 39. Product List Performance
  40. 40. Product List Performance Which lists are more successful?
  41. 41. Product List Position
  42. 42. CHOOSE WHAT YOU JUGGLE
  43. 43. Best Practices
  44. 44. 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
  45. 45. 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
  46. 46. Thank you for listening! Anna Lewis GA Consultancy anna@polkadotdata.com

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