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New dimension of e-commerce
Web Analytics
www.gemius.com
2
So you know what your clients do in your e-shop?
3
How often you think about
 Who is visiting my e-shop? (Soc-demo)
 Will (s)he become my client or will leave? (Behaviour)
 Can I make her/him to become my loyal customer? (Habits)
 How to implement cross-sell and up-sell strategy? (Activity)
 What my competitor do better than me? (Landscape)
 Do my competitors earn more? (Basket value)
4
How much do you know about your data?
5
It’s rather good to know…
How big is the conversion rate in your e-shop in comparison to
your competitors? – If you can answer this…
What is the bounce rate of your e-shop compared to other e-
shops on the market? - …you can find some hints…
Is the average order value in your shop higher or lower
compared to similar shops? - …what to do better!
6
It’s is also rather good to know…
How reliable, standardize benchmarks about conversion rate and
other metrics delivered on weekly basis could change your
business perspective? – If you know that you can react quickly…
How inacurate and not relevant for business decisions are
declarative market studies? -… not to wait only for one year
insight…
What is the value of data and how harmful is passing data
ownership to web analytics provider that is also developing e-
commerce projects? - … or what’s worst to give away your data
Many of us had the same questions, so we created the solution…
7
The answer for most common questions but not only
The first site-centric measurement of e-shops in
the world that gives you reliable benchmarks and
without revealing your data shows to producers the
link between online spending and sales!
And it takes care about your biggest asset
8
What is the biggest value today. I mean biggest!
DATA
It’s your money
It’s your biggest asset
It’s your unique knowledge
It’s your competitive advantage
It’s your independency
9
And most importantly,
you are the owner of your data
Apart from you, no one else
has access to your individual data!
DATA
10
How can you benefit from gemiusShopMonitor?
 Sensitive data remain the property
of the member shop and are not
disclosed to third parties
– data ownership
 Anonymity ensured
 KPI for whole market or its part:
revenue range, chosen category or
product group
 Local tech-support leads you by
hand
Key benefits of the project:
11
Register Now and Get Local, Professional Support
www.ShopMonitor.lt
Arturs Lukasevics
Project Manager
Vytautas Bielinskas
Technical Consultant
Deividas Balysevas
Technical Consultant
12
How can you benefit from gemiusShopMonitor?
 No technological barriers
to monitoring multiple indicators
– site centric methodology
 Scripts are fully asynchronous
so they do not affect your e-shop
anyhow
 For many platforms we offer
easy plug-ins that allow 15 min
installation (Magento,
osCommerce, PrestaShop, etc.)
Key benefits of the project:
13
How can you benefit from gemiusShopMonitor?
 Product rankings and landing page
analysis - top selling, top converting,
generating biggest bounce
 Deep analysis of traffic sources crossed
with categorization, geolocation, users’
device
 Intuitive and clear data presentation
 Trends which allow fast period-to-period
analysis
Key benefits of the project:
14
How can you benefit from gemiusShopMonitor?
Key benefits of the project:
 Almost every indicator can be
compared against the entire market or
its predefined section
 Results can be verified by client-defined
categories
 Thanks to unified categorization and
100% focus on e-commerce each e-shop
can compare of all its KPI’s with the whole
market or its predefined part (revenue
range/chosen category/product group)
15
How can you benefit from gemiusShopMonitor?
Key benefits of the project:
 Product ranking lists featuring sales
figures, conversions, rejections
 In-depth analysis of traffic sources
effectiveness
 Trend graphs
 Emergence of new niches or levels of
competition - an opportunity for smaller
players
 Customization!
Time for the proofs!
16
STRATCOM
Head of e-commerce
Vilnis Dreimanis
"As a company working with e-commerce and online store
development projects, it is important for us to deliver qualitative
product to our clients, taking into account the store return
optimization and customer behavior analysis. We work with both
large and small businesses, but this project could be especially
interesting for new customers, who just starts running an e-
commerce business. gemiusShopMonitor data can
become a springboard for further action
evaluation - starting with information on how
saturated is the specific market segment to
specific market data analysis. "
Clients’ Testimonials
17
RDE.LT
Head of e-commerce
Artur Sannikov
"We are glad that the gemiusShopMonitor is introduced in Baltics
as we are active in all three countries and it is important to support
our line of actions with realistic market figures. The fact that
gemiusShopMonitor covers such a broad market,
provides us with an unprecedented opportunity to
compare characteristics from each country's e-
commerce sector's and find the best solutions to
improve RD competitiveness. What is more, we would
like to emphasize the excellent customer service
provided by Gemius technical support team – the
process of implementation was quick and easy thanks to concrete
proposals, advice and technical assistance from start to finish.”
Clients’ Testimonials
18
Xnet.lv Head of Marketing and Communications
Jorens Kovaļovs
"An excellent solution for any online store, regardless of size,
to look at their performance from a different perspective.
Since ShopMonitor shows the average of the market or a
separate segment trends, even for small online stores,
available data will be just as important as for the medium
and large-sized e-commerce representatives. Admittedly,
finally there is an analytics tool that is able to
combine a number of important benefits, helping
any e-commerce industry representative to make
data-driven business decisions by analyzing key
performance indicators (KPIs) in various
categories and see their strengths and
weaknesses in the common market place."
Clients’ Testimonials
19
Tehnoland Latvia
Daniils Kupcāns
" We definitely see ShopMonitor as a tool to boost
our competitiveness in e-commerce sector. The
possibility for every internet shop in an
anonymous way to get an overview of the
categories they're interested in, is a long-
awaited opportunity for e-commerce
players to pay more attention to details.
When it will be possible to determine
which particular index is lower than
market average, there will be questions
rised why and what should be changed in
order to improve it. "
Clients’ Testimonials
They already know how to benefit from data…
20
How can you benefit from gemiusShopMonitor?
Check how your e-shop is performing using real
benchmarks with competitive environment
Key
performance
indicators
Identifying areas
that need
improvement
Sales analysis
in
each category
That’s possible because…
21
How can you benefit from gemiusShopMonitor?
Complex knowledge thanks
to two kinds of analysis
Individual data
of
your e-shop
Aggregate indicators
for
particular categories
And what your clients are sayin’…
22
What are the reasons that motivate you to shop online?
Source: gemiusAdHoc study,November 2016
N=1604, weighted data
2%
2%
22%
26%
40%
41%
46%
50%
50%
62%
63%
69%
73%
hard to tell/ none of the above
other
Loyalty cards
opportunity to purchase a used or collectible stuff
more information avialable about the products
easy to find special/ rare products
bigger range than in traditional shops
faster than shopping in traditional stores
easier to comapre all offers
stores never closed
better prices than traditional stores
home delivery
no need to travel to the store 79%
74%
75%
84%
68%
49%
66%
67%
48%
38%
27%
4%
Source: e-Commerce in Poland 2016 report, CAWI (Computer-Assisted Web Interview)
– reach 90% of PL Internet users, April 2016, n=1500, weighted data
Reasons to shop online
If it’s importnat for clients, it should be important
for e-commerce people too
23
Please mark, which of the following item categories
you are willing to buy online in the future.
Source: gemiusAdHoc study, November 2016
N=794, weighted data
8%
11%
11%
13%
26%
26%
27%
28%
28%
28%
34%
34%
35%
36%
37%
38%
41%
42%
43%
50%
51%
highway payment
video games
groceries (drinks..)
mother and kids products
cars and related accessories
medical products
computers
sportswear and sports equipment
toys and board games
furniture and decorations
computer software
technical devices (TV, washing mashine…)
smart phones, tablets and other accessories
food delivery
books, movies, music
appartment rent services
cosmetics and other beauty products
insurance
clothing and accessories
movie, theater, concer tickets
travel
Desired for purchase in the future goods: online
Need more data? Why not, but how about using
them?
24
Support decisions on every stage of the consumer life cycle
Key Perfomance
Indicators
+
Benchmarking with
aggregated
competiton
+
Clear & user friendly
data presentation
=
BIGGER SALES!
Choose best
converting traffic
Analyze sales in each
and every category
Identify places for
improvement
25
Example reports in gemiusShopMonitor
Dashboard and trends:
Quick overview of general situation:
Orders, users, visits, conversions.
Performance of traffic sources.
Previous period trends in the
background.
26
Example reports in gemiusShopMonitor
Traffic sources analysis:
 Through the prism of conversion,
value of orders, time spent on the
website and many more.
 Everything can be crossed with
categorization and competitive
benchmark.
 Compare your traffic
vs industry traffic
27
Example reports in gemiusShopMonitor
Demography and geolocalization:
Who is the best converting user,
and where is he coming from?
 Crossed with the value of
orders, conversions, bounce
rates etc.
 Sociodemographic groups
crossed with e-shop
categorization.
 Demographic trends.
...and much more that allows to
understand where your e-shop is
against the competitive environment.
Wants more? How about gAudience?
28
Benchmarks
for main KPI’s
Compare your performance
with the performance of
other e-shops on the market,
a selected branch or
subcategory.
Example reports in gemiusShopMonitor
- 2604+ Categories to compare
- 21+ Groups of KPIs to choose with 18 different
metrics
- In 3 Baltic countries
29
Examples of advanced cross-market analyses – share of
wallets to use comparative analysis for?
30
What to use comparative analysis for?
effectiveness of traffic sources
shop usability
offer attractiveness
31
First real benchmarks are already here!
Fashion in Poland
32
First real benchmarks are already here!
Fashion in Poland
Funnel
33
First real benchmarks are already here!
Fashion in Poland
34
First real benchmarks are already here!
Fashion in Poland
It’s only the beginning…
56.73 €
65.67 €
0.80 €
0.51 €
0.44 €
32.62 €
35
Creating ecosystem
Gemius ecosystem solves many problems
36
Coming Soon
as user-centric tool
37
Good advice
Thank you!
Gemius SA
18 B Postępu Street
02-676 Warsaw
Marek Molicki
Regional Manager
Mail: Marek.Molicki@Gemius.com
www.gemius.com

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„ShopMonitor“ - new dimension of e-commerce Web Analytics / Marek Molicki

  • 1. New dimension of e-commerce Web Analytics www.gemius.com
  • 2. 2 So you know what your clients do in your e-shop?
  • 3. 3 How often you think about  Who is visiting my e-shop? (Soc-demo)  Will (s)he become my client or will leave? (Behaviour)  Can I make her/him to become my loyal customer? (Habits)  How to implement cross-sell and up-sell strategy? (Activity)  What my competitor do better than me? (Landscape)  Do my competitors earn more? (Basket value)
  • 4. 4 How much do you know about your data?
  • 5. 5 It’s rather good to know… How big is the conversion rate in your e-shop in comparison to your competitors? – If you can answer this… What is the bounce rate of your e-shop compared to other e- shops on the market? - …you can find some hints… Is the average order value in your shop higher or lower compared to similar shops? - …what to do better!
  • 6. 6 It’s is also rather good to know… How reliable, standardize benchmarks about conversion rate and other metrics delivered on weekly basis could change your business perspective? – If you know that you can react quickly… How inacurate and not relevant for business decisions are declarative market studies? -… not to wait only for one year insight… What is the value of data and how harmful is passing data ownership to web analytics provider that is also developing e- commerce projects? - … or what’s worst to give away your data Many of us had the same questions, so we created the solution…
  • 7. 7 The answer for most common questions but not only The first site-centric measurement of e-shops in the world that gives you reliable benchmarks and without revealing your data shows to producers the link between online spending and sales! And it takes care about your biggest asset
  • 8. 8 What is the biggest value today. I mean biggest! DATA It’s your money It’s your biggest asset It’s your unique knowledge It’s your competitive advantage It’s your independency
  • 9. 9 And most importantly, you are the owner of your data Apart from you, no one else has access to your individual data! DATA
  • 10. 10 How can you benefit from gemiusShopMonitor?  Sensitive data remain the property of the member shop and are not disclosed to third parties – data ownership  Anonymity ensured  KPI for whole market or its part: revenue range, chosen category or product group  Local tech-support leads you by hand Key benefits of the project:
  • 11. 11 Register Now and Get Local, Professional Support www.ShopMonitor.lt Arturs Lukasevics Project Manager Vytautas Bielinskas Technical Consultant Deividas Balysevas Technical Consultant
  • 12. 12 How can you benefit from gemiusShopMonitor?  No technological barriers to monitoring multiple indicators – site centric methodology  Scripts are fully asynchronous so they do not affect your e-shop anyhow  For many platforms we offer easy plug-ins that allow 15 min installation (Magento, osCommerce, PrestaShop, etc.) Key benefits of the project:
  • 13. 13 How can you benefit from gemiusShopMonitor?  Product rankings and landing page analysis - top selling, top converting, generating biggest bounce  Deep analysis of traffic sources crossed with categorization, geolocation, users’ device  Intuitive and clear data presentation  Trends which allow fast period-to-period analysis Key benefits of the project:
  • 14. 14 How can you benefit from gemiusShopMonitor? Key benefits of the project:  Almost every indicator can be compared against the entire market or its predefined section  Results can be verified by client-defined categories  Thanks to unified categorization and 100% focus on e-commerce each e-shop can compare of all its KPI’s with the whole market or its predefined part (revenue range/chosen category/product group)
  • 15. 15 How can you benefit from gemiusShopMonitor? Key benefits of the project:  Product ranking lists featuring sales figures, conversions, rejections  In-depth analysis of traffic sources effectiveness  Trend graphs  Emergence of new niches or levels of competition - an opportunity for smaller players  Customization! Time for the proofs!
  • 16. 16 STRATCOM Head of e-commerce Vilnis Dreimanis "As a company working with e-commerce and online store development projects, it is important for us to deliver qualitative product to our clients, taking into account the store return optimization and customer behavior analysis. We work with both large and small businesses, but this project could be especially interesting for new customers, who just starts running an e- commerce business. gemiusShopMonitor data can become a springboard for further action evaluation - starting with information on how saturated is the specific market segment to specific market data analysis. " Clients’ Testimonials
  • 17. 17 RDE.LT Head of e-commerce Artur Sannikov "We are glad that the gemiusShopMonitor is introduced in Baltics as we are active in all three countries and it is important to support our line of actions with realistic market figures. The fact that gemiusShopMonitor covers such a broad market, provides us with an unprecedented opportunity to compare characteristics from each country's e- commerce sector's and find the best solutions to improve RD competitiveness. What is more, we would like to emphasize the excellent customer service provided by Gemius technical support team – the process of implementation was quick and easy thanks to concrete proposals, advice and technical assistance from start to finish.” Clients’ Testimonials
  • 18. 18 Xnet.lv Head of Marketing and Communications Jorens Kovaļovs "An excellent solution for any online store, regardless of size, to look at their performance from a different perspective. Since ShopMonitor shows the average of the market or a separate segment trends, even for small online stores, available data will be just as important as for the medium and large-sized e-commerce representatives. Admittedly, finally there is an analytics tool that is able to combine a number of important benefits, helping any e-commerce industry representative to make data-driven business decisions by analyzing key performance indicators (KPIs) in various categories and see their strengths and weaknesses in the common market place." Clients’ Testimonials
  • 19. 19 Tehnoland Latvia Daniils Kupcāns " We definitely see ShopMonitor as a tool to boost our competitiveness in e-commerce sector. The possibility for every internet shop in an anonymous way to get an overview of the categories they're interested in, is a long- awaited opportunity for e-commerce players to pay more attention to details. When it will be possible to determine which particular index is lower than market average, there will be questions rised why and what should be changed in order to improve it. " Clients’ Testimonials They already know how to benefit from data…
  • 20. 20 How can you benefit from gemiusShopMonitor? Check how your e-shop is performing using real benchmarks with competitive environment Key performance indicators Identifying areas that need improvement Sales analysis in each category That’s possible because…
  • 21. 21 How can you benefit from gemiusShopMonitor? Complex knowledge thanks to two kinds of analysis Individual data of your e-shop Aggregate indicators for particular categories And what your clients are sayin’…
  • 22. 22 What are the reasons that motivate you to shop online? Source: gemiusAdHoc study,November 2016 N=1604, weighted data 2% 2% 22% 26% 40% 41% 46% 50% 50% 62% 63% 69% 73% hard to tell/ none of the above other Loyalty cards opportunity to purchase a used or collectible stuff more information avialable about the products easy to find special/ rare products bigger range than in traditional shops faster than shopping in traditional stores easier to comapre all offers stores never closed better prices than traditional stores home delivery no need to travel to the store 79% 74% 75% 84% 68% 49% 66% 67% 48% 38% 27% 4% Source: e-Commerce in Poland 2016 report, CAWI (Computer-Assisted Web Interview) – reach 90% of PL Internet users, April 2016, n=1500, weighted data Reasons to shop online If it’s importnat for clients, it should be important for e-commerce people too
  • 23. 23 Please mark, which of the following item categories you are willing to buy online in the future. Source: gemiusAdHoc study, November 2016 N=794, weighted data 8% 11% 11% 13% 26% 26% 27% 28% 28% 28% 34% 34% 35% 36% 37% 38% 41% 42% 43% 50% 51% highway payment video games groceries (drinks..) mother and kids products cars and related accessories medical products computers sportswear and sports equipment toys and board games furniture and decorations computer software technical devices (TV, washing mashine…) smart phones, tablets and other accessories food delivery books, movies, music appartment rent services cosmetics and other beauty products insurance clothing and accessories movie, theater, concer tickets travel Desired for purchase in the future goods: online Need more data? Why not, but how about using them?
  • 24. 24 Support decisions on every stage of the consumer life cycle Key Perfomance Indicators + Benchmarking with aggregated competiton + Clear & user friendly data presentation = BIGGER SALES! Choose best converting traffic Analyze sales in each and every category Identify places for improvement
  • 25. 25 Example reports in gemiusShopMonitor Dashboard and trends: Quick overview of general situation: Orders, users, visits, conversions. Performance of traffic sources. Previous period trends in the background.
  • 26. 26 Example reports in gemiusShopMonitor Traffic sources analysis:  Through the prism of conversion, value of orders, time spent on the website and many more.  Everything can be crossed with categorization and competitive benchmark.  Compare your traffic vs industry traffic
  • 27. 27 Example reports in gemiusShopMonitor Demography and geolocalization: Who is the best converting user, and where is he coming from?  Crossed with the value of orders, conversions, bounce rates etc.  Sociodemographic groups crossed with e-shop categorization.  Demographic trends. ...and much more that allows to understand where your e-shop is against the competitive environment. Wants more? How about gAudience?
  • 28. 28 Benchmarks for main KPI’s Compare your performance with the performance of other e-shops on the market, a selected branch or subcategory. Example reports in gemiusShopMonitor - 2604+ Categories to compare - 21+ Groups of KPIs to choose with 18 different metrics - In 3 Baltic countries
  • 29. 29 Examples of advanced cross-market analyses – share of wallets to use comparative analysis for?
  • 30. 30 What to use comparative analysis for? effectiveness of traffic sources shop usability offer attractiveness
  • 31. 31 First real benchmarks are already here! Fashion in Poland
  • 32. 32 First real benchmarks are already here! Fashion in Poland Funnel
  • 33. 33 First real benchmarks are already here! Fashion in Poland
  • 34. 34 First real benchmarks are already here! Fashion in Poland It’s only the beginning… 56.73 € 65.67 € 0.80 € 0.51 € 0.44 € 32.62 €
  • 38. Thank you! Gemius SA 18 B Postępu Street 02-676 Warsaw Marek Molicki Regional Manager Mail: Marek.Molicki@Gemius.com www.gemius.com