Essential Analytics Tips for eCommerce Websites eCommerce Conference 2014 (South Africa) Blue Magnet Digital Solutions www.bluemagnet.co.za By: Mayson Atterbury, Steven Jonker Gillian Meier

1. Twitter: @GillianMeier
ANALYTICS FOR
E-COMMERCE
MAYSON ATTERBURY - SEPTEMBER 2014

2. Standard Analytics
Sources
Interaction
Conversions
Fall-offs
Standard Analytics
Traffic Sources:
• Where does your traffic come from?
Page Interaction / Navigation:
• Interaction with Site and Content
Measuring Conversions:
• Activities of Value to your Business
Fall-off and Exits:
• How / Where People Leave your Website
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3. E-commerce Analytics
Source
Shopping
Behaviour
Sales /
Checkout
Analysis
Shopping
Cart
Abandonm
ent
The Most Amazing-est
E-commerce
Traffic Sources:
• E-commerce Traffic Sources
Shopping Behaviour
• Interaction with Site and Content
Sales and Checkout:
• Activities of Value to your Business
Shopping Cart Abandonment:
• How / Where People Leave your Website
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4. What Tracks What?
Traffic Sources
Origin of
Page Traffic Origins of
Sales Traffic
Interaction
Page
Interaction Shopping Cart
Interaction
Tracking Value
Standard vs. E-com
Conversions
Sales /
Checkout
Drop-off / Exits
Site Exits
Shopping Cart
Abandonment
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5. Behavioural Analytics: Diagnosing your Shop
Why E-commerce
Behaviour Analysis?
Where do my Audiences
Convert?
Where do my Audiences
NOT Convert?
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6. E-commerce Behavioural Trifecta
The Behavioural Trio…
“a Trio of Reports aimed at Understanding E-commerce User Behaviour.
Use these reports to make adjustments that drive more sales”
1. Multi-Channel Funnel Reports
• Which Sources of Traffic Turn into Sales?
• Which Combinations of Traffic Turn into Sales?
2. Shopping Behaviour Analysis
• Where do users Abandon the Shopping Cart Sales Process?
• Why do they Abandon?
3. Product Performance Reports
• What is Generating Income?
• Where do I need more Advertising?
• Where does my profit come from?
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7. 1. Multi Channel Funnels
Which Channels do your Converted Buyers
Interact with most?
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8. 1. Multi Channel Funnels: Conversion Tips
Using the Multi-Channel Reports:
• Identify First Channels to Conversion
1st
Channel
2nd
Channel
Sale
What to do?
• Invest more in these channels to grow your customer base.
• Investments can be in terms of Optimisation, Advertising or
the Creation of Content.
• Identify Last Channels before Conversion
1st
Channel
2nd
Channel
• Best Channel Combinations:
• Invest more in these channels to influence your sales
figures.
Sale
• Ensure that both channels are prominent in your strategy
to drive both Traffic and Sales.
1st
Channel
2nd
Channel
Sale
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9. 2. Shopping Behaviour Reports
To use the Shopping
Behaviour Report:
1. E-commerce Tracking
needs to be setup
2. Typical E-commerce
Requires:
• Product Pages
• Shopping Cart Functionality
• A Check Out / Payment
Function
• E-commerce Analytics that
tracks sales.
Depiction Courtesy of blastam.com
How do users interact with your Shopping Cart?
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10. 2. Shopping Behaviour Reports: Conversion Tips
Identify User Problems in
the Shopping Process:
Potential Problem Areas:
• PRODUCT VIEWED BUT NOT
ADDED PRODUCTS TO CART:
• ADDED PRODUCTS TO
SHOPPING CART BUT
DIDN’T PURCHASE:
• SESSIONS THAT CHECK
OUT VS. SESSIONS THAT
ABANDON CHECKOUT
• SESSIONS WITH NO
SHOPPING ACTIVITY
- Users can’t find your
Shopping Cart
- Users don’t know it to be a
Shopping Site
- Content to Product Linking
- Digital Participation Curve
- ROPO
- Shopping Cart Visibility
- Lack of Information
- Pricing.
- Delivery / Returns policies
- ROPO
- Policies: Returns, Privacy.
- Available Payment Methods
- Terms of Delivery
- Trust Issues > Design.
- Difficulties in the Process
- Total Purchase Prices.
- The addition of Taxes after
Purchase.
- Shipping Costs are a
deterrent.
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11. 3. Product Performance Reports
When do Customers buy your products?
What does your
Product Performance
say about your user
behaviour?
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12. 3. Product Performance Reports: Conversion Tips
Gather User
Information that
Helps you
Improve your
Deals:
Performance Insights
• Product Quantity • Product Revenue • Average Price • Average Purchase Quantity
- Ensure that you have stock of
all your best sellers.
- Can you identify the profitable
markets in your Product
inventory?
- Which product categories are
buyers more interested in?
- Calculate your ROI to identify
your Biggest Profit Products
- Invest more in your profitable
products to boost your sales
- Remove products that are not
creating profits.
- Remarket on weak sellers.
- Analyse your weaker sellers:
are they too expensive to create
sales?
- Can you identify average prices
in Categories? Do prices
outside the average impact
sales?
- Companies try to strive for
Higher Quantities of Products in
a Sale.
- Higher Average QTY
Decreases Cost per Sale.
- Try Promotions, Free Shipping,
Specials.
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13. Remarketing That Beats “Non-Shopping”
1. Users Arrive on your
site and you give them
Cookies… Nom nom
nom
2.They view specific
Product Pages and
Interact with your
Content
3. Users Abandon your
Shopping Cart
Abandon Interact Cookies
4. Display Ads follow users with Targeted Offers.
Buy Me Come Back
5. Remarketing points
users back to your site
to buy your products.
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14. Remarketing: Target Based on User Behaviour
Use Behavioural Analytics to Best Target your Remarketing:
Situation: Message / What to Remarket
All Site Visitors who did not
convert
(Catch All) Use targeted Display Ads that promote specific products on your website.
Last Interaction Visits who
did not Convert
Focus your Remarketing on Users who came to your site via your Top Converting Traffic
Sources. Be sure to target people who didn’t converted.
Viewed Products but did not
convert
Retarget people who showed interest in specific products but didn’t buy anything. Target
your message to be specific to the product they viewed.
Added Products to Cart but
didn’t complete purchase /
abandoned checkout.
Retarget people who have shown a definite interest in specific products on your site.
Lure them back to your site with special offers and promotions to help boost your
conversions.
Retarget Products that
Underperform
Identify Products in your Product Performance Report that perform poorly. Retarget
audiences with specific ads aimed at promoting those products.
Retarget Popular Products. Identify the Product Categories that users have shown the most interest in. Remarket to
them with targeted ads back to those products to further drive sales.
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15. Thank you...
Request this presentation from Blue Magnet to start
implementing these E-commerce Analytics!
Mail: mayson@bluemagnet.co.za
Slide-Share: (enter address here to access)
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