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.
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Getting Actionable Insights From Tracking Users in Ecommerce
- 1. Andraž Štalec @andrazstalec WHEN HARRY MET SALLY
- 2. MarketingSherpa Ecommerce Benchmark Study 2014
- 5. 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
- 6. 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
- 7. HOW CAN YOU IMPROVE YOUR COMPANY'S CONVERSION RATE?
- 8. IF YOU WANT TO IMPROVE YOUR RESULTS YOU CAN‘T RELY ON DEFAULT ECOMMERCE TRACKING.
- 9. TO REALLY UNDERSTAND THE ANATOMY OF YOUR ECOMMERCE YOU NEED TO ADD NEW LAYERS.
- 10. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
- 11. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
- 13. TARGET GROUP GOAL USER NEED MESSAGE DIGITAL CHANNELS TARGETING KPIs CONTENT Digital Marketing Framework
- 14. 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
- 15. DOTHINKSEE Build brand awareness Build brand/product preference & engagement with a brand Increase sales Goal
- 16. DOTHINKSEE Feel connected with a brand Learn more about the product/category Get best deal possible User need
- 17. DOTHINKSEE Creative that builds emotions Creative encourages research & engagement Creative focusing on product & offer Message
- 18. DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL DOTHINKSEE Digital channels
- 19. 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
- 20. DOTHINKSEE Reach & Frequency Brand Search % New Visits Number of mentions Number of leads Engagement Page Depth Assisted conversions CTR Revenue Conversion Rate Profit KPIs
- 21. Understanding user behavior throughout the entire CDJ Number of interactions Length Transactions
- 22. Micro & macro conversions
- 23. 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
- 24. Outcomes report
- 25. DOTHINKSEE DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL Digital Channels
- 27. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
- 28. Meet Harry!
- 29. 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 %
- 30. Meet Sally!
- 31. 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 %
- 32. 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
- 33. ALSO TRUE WITH OTHER BUSINESS TYPES
- 37. AGGREGATED MICRO CONVERSIONS ARE SHIT
- 38. EVEN SEGMENTATION BY LOCATION IS NOT ENOUGH
- 39. WHAT ABOUT DEMOGRAPHIC SEGMENTATION? SOURCE DEVICE
- 40. HUMANS ARE COMPLEX CREATURES
- 42. TO UNDERSTAND THE DATA WE NEED TO SEGMENT BY BEHAVIOR
- 43. SEGMENTATION BY PERSONALITY TYPES
- 44. HOW DO YOU DEFINE AND DISCOVER PERSONALITY TYPES?
- 45. THE HARD WAYTHE EASY WAY
- 46. THE HARD WAYTHE EASY WAY
- 47. The 6 Personality Types of Digital Shopper ClickTale , March 2015
- 48. THE HARD WAYTHE EASY WAY
- 49. TAKE A CLOSE LOOK AT YOUR BUYERS
- 51. 0% 5% 10% 15% 20% 25% 1 2 3 4 5 6 7 8 9 10 11 12 13+ Product Views
- 52. 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
- 53. 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
- 56. Personality Type #1 Define your personality types Prepurchase behavior
- 57. … and adapt your marketing REMARKETING MARKETING AUTOMATIONSEGMENTS
- 62. AND YOU BETTER GET GOOD AT IT!
- 63. 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
- 64. HOW DO YOU SEGMENT DATA? HOW DO YOU MEASURE SUCCESS? WHAT ARE YOU MEASURING?
- 66. REVENUE IS A VANITY METRIC
- 68. WHEN NPS MEETS CLV
- 69. Overall NPS through time User NPS through time
- 70. NPS by traffic source NPS by age
- 71. Sales performance by NPS user types
- 72. Number of transactions & total revenue
- 73. Repeat purchases
- 74. Most valuable user category
- 75. IS THIS ALL JUST A LOT OF ?
- 76. OH! AND WHAT HAPPEND TO HARRY AND SALLY?
Editor's Notes
- On average 3/100 users will convert on your website
- http://www.marketingsherpa.com/article/chart/conversion-rates-retail-categories
- http://www.marketingsherpa.com/article/chart/overall-conversion-rates-ecommerce
- Yes, understanding the competition's conversion rate can be insightful. But, the more important question is: How can you improve your company's conversion rate?
- Identify all current outcomes. Map into “see, think, do” Ensure your organization/agencies are focused on all three, all the time!
- OUR BEHAVIOR IS DEFINED BY OUR NEEDS & DEMOGRAPHY & LOCATION & DEVICE & HISTORY
- http://blog.clicktale.com/2015/03/12/online-personas-advanced-personalization-for-optimizing-e-commerce-activities/
- Develop clusters of users with similar characteristics
- Develop clusters of users with similar characteristics
- It does not tell you how well are you doing on the long run. It‘s the reflection of today and today is the result of yesterday. Even profit is not enough. It only tells you how long you can survive if things go bad tomorrow.
- But we are data scientits. We want to predict the future!!!
- It‘s up to you to decide This is not going to work everytime You need scale – 100k+ users per month You need to clean your house – default EE settings