Google Confidential and Proprietary 1
Shaping the Funnel
Increasing Online Reservations for Amari
Vinoaj Vijeyakumaar
Cust...
Google Analytics Master Class 2010 #gamc
How much hard work do you put
in to deliver visitors to your
checkout flow only f...
Google Analytics Master Class 2010 #gamc 3
Google Analytics Master Class 2010 #gamc
The Funnel
4
Google Analytics Master Class 2010 #gamc
Google Analytics Funnels
5
Google Analytics Master Class 2010 #gamc
In an Ideal World
6
Leaking
Visitors
No Lost
Visitors
Google Analytics Master Class 2010 #gamc 7
•  11 Branded and 7 Managed Properties in Thailand
•  Highly reliant on website...
Google Analytics Master Class 2010 #gamc
The Questions
8
Google Analytics Master Class 2010 #gamc
What can give us the answers?
Google Analytics
9
+
Web Analyst
(part detective, p...
Google Analytics Master Class 2010 #gamc
Funnel Conversion Rate
•  42,000 visitors researched,
evaluated, now ready to
pur...
Google Analytics Master Class 2010 #gamc
Funnel Analysis
11
Google Analytics Master Class 2010 #gamc
Detect and Minimise Errors
12
Google Analytics Master Class 2010 #gamc
Can flexible rates be pre-loaded?
13
Google Analytics Master Class 2010 #gamc
Reduce Paralysis By Analysis
14
Google Analytics Master Class 2010 #gamc
Review Page
15
Google Analytics Master Class 2010 #gamc
Review Page
16
Google Analytics Master Class 2010 #gamc
Guest Details
17
Google Analytics Master Class 2010 #gamc
Guest
Details
18
Google Analytics Master Class 2010 #gamc
Credit Card Details
•  Hard work has been done: you’ve brought the visitor to the...
Google Analytics Master Class 2010 #gamc 20
Google Analytics Master Class 2010 #gamc
Payment Page Optimisation
21
Google Analytics Master Class 2010 #gamc
Booking Confirmed
The goal has been met, but don’t rest yet!
22
Google Analytics Master Class 2010 #gamc 23
Google Analytics Master Class 2010 #gamc
Fast Forward a Few Weeks
24
In the space of a few weeks:
•  6 additional paying v...
Google Analytics Master Class 2010 #gamc
Influencing New Site Design
Apply data-driven learnings to infuence new site desi...
Google Analytics Master Class 2010 #gamc
Shaping the Funnel
26
Google Analytics Master Class 2010 #gamc
In an Ideal World
27
Leaking
Visitors
No Lost
Visitors
Google Confidential and Proprietary
Thank You!
http://www.amari.com/
http://twitter.com/vinoaj
28
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Google - Shaping the Funnel

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Google - Shaping the Funnel
Case Study: Increasing Online Reservations for Amari

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Google - Shaping the Funnel

  1. 1. Google Confidential and Proprietary 1 Shaping the Funnel Increasing Online Reservations for Amari Vinoaj Vijeyakumaar Customer Solutions Engineer, Google Southeast Asia http://twitter.com/vinoaj
  2. 2. Google Analytics Master Class 2010 #gamc How much hard work do you put in to deliver visitors to your checkout flow only for them to leave ? 2
  3. 3. Google Analytics Master Class 2010 #gamc 3
  4. 4. Google Analytics Master Class 2010 #gamc The Funnel 4
  5. 5. Google Analytics Master Class 2010 #gamc Google Analytics Funnels 5
  6. 6. Google Analytics Master Class 2010 #gamc In an Ideal World 6 Leaking Visitors No Lost Visitors
  7. 7. Google Analytics Master Class 2010 #gamc 7 •  11 Branded and 7 Managed Properties in Thailand •  Highly reliant on website to be a driver of ecommerce revenue •  Early-adopter of Google Analytics •  Reliant on Google Analytics to identify profitable revenue channels and opportunities to increase sales •  Focus on user experience
  8. 8. Google Analytics Master Class 2010 #gamc The Questions 8
  9. 9. Google Analytics Master Class 2010 #gamc What can give us the answers? Google Analytics 9 + Web Analyst (part detective, part creative thinker) Actionable Insights =
  10. 10. Google Analytics Master Class 2010 #gamc Funnel Conversion Rate •  42,000 visitors researched, evaluated, now ready to purchase •  Only 3.76% purchased •  96% abandonment rate •  Potential to do better! 10 Some time in the past, during an undisclosed time period
  11. 11. Google Analytics Master Class 2010 #gamc Funnel Analysis 11
  12. 12. Google Analytics Master Class 2010 #gamc Detect and Minimise Errors 12
  13. 13. Google Analytics Master Class 2010 #gamc Can flexible rates be pre-loaded? 13
  14. 14. Google Analytics Master Class 2010 #gamc Reduce Paralysis By Analysis 14
  15. 15. Google Analytics Master Class 2010 #gamc Review Page 15
  16. 16. Google Analytics Master Class 2010 #gamc Review Page 16
  17. 17. Google Analytics Master Class 2010 #gamc Guest Details 17
  18. 18. Google Analytics Master Class 2010 #gamc Guest Details 18
  19. 19. Google Analytics Master Class 2010 #gamc Credit Card Details •  Hard work has been done: you’ve brought the visitor to the payment page •  Now to ensure that they make the payment! 19
  20. 20. Google Analytics Master Class 2010 #gamc 20
  21. 21. Google Analytics Master Class 2010 #gamc Payment Page Optimisation 21
  22. 22. Google Analytics Master Class 2010 #gamc Booking Confirmed The goal has been met, but don’t rest yet! 22
  23. 23. Google Analytics Master Class 2010 #gamc 23
  24. 24. Google Analytics Master Class 2010 #gamc Fast Forward a Few Weeks 24 In the space of a few weeks: •  6 additional paying visitors per 1000 visitors •  Average of an additional $3000 per 1000 visitors •  Potential new loyal customers
  25. 25. Google Analytics Master Class 2010 #gamc Influencing New Site Design Apply data-driven learnings to infuence new site design 25
  26. 26. Google Analytics Master Class 2010 #gamc Shaping the Funnel 26
  27. 27. Google Analytics Master Class 2010 #gamc In an Ideal World 27 Leaking Visitors No Lost Visitors
  28. 28. Google Confidential and Proprietary Thank You! http://www.amari.com/ http://twitter.com/vinoaj 28

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