Google Analytics is the Wall Street Journal of an online business – you should be reading it everyday. Learn how to use the most powerful analytics tool available, and get up-to-the-minute data about your site visitors, conversions, products, revenue and so much more. We’ll explore the best GA practices and features to drive more revenue out of your Miva store, including metrics and definitions, campaign tagging for measuring inbound traffic (ppc, email, etc.), custom reporting and dashboards, importing data into Google Analytics, reporting offline (phone order) sales in Google Analytics, using Google Analytics to grow your revenue, and introduction to Google Analytics reports.
MivaCon 2016, Friday session 1.
eCommerce in Asia & China - How to drive profitable growthCLEARgo
Presented at French Chamber of Commerce & Industry event in Hong Kong on Jan 15th, 2014, covering the following:
• How the e-commerce landscape and consumer behavior are rapidly evolving in Asia with a special focus in China
• What are the opportunities and challenges in building a strong e-commerce business
• Design the right e-Channel strategy for your Brand
• How to grow e-commerce sales by driving traffic, improving conversion and customer retention?
eCommerce in Asia & China - How to drive profitable growthCLEARgo
Presented at French Chamber of Commerce & Industry event in Hong Kong on Jan 15th, 2014, covering the following:
• How the e-commerce landscape and consumer behavior are rapidly evolving in Asia with a special focus in China
• What are the opportunities and challenges in building a strong e-commerce business
• Design the right e-Channel strategy for your Brand
• How to grow e-commerce sales by driving traffic, improving conversion and customer retention?
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
A well-designed web site is user-friendly, helping consumers find what they want fast and then making ordering very easy. Ecommerce sites use online marketing (search engine marketing and social media marketing with blogs, wikis, podcasts and RSS feeds) to reinforce their brand, generate highly targeted traffic and track its conversion rate and ROI.
Weaving through the future of retail: Creating a true Omni-channel customer e...CLEARgo
Asia Pacific is now the largest eCommerce region in the world. Retail eCommerce is growing year on year with more and more people opting for the convenience of online shopping.
In addition, Omni-channel is now a key strategy amongst top retailers in Asia with customers shopping online and offline across multiple touch points, channels, devices and journeys. There is a need for brands to create a truly personal Omni-channel customer experience to differentiate themselves and stay ahead while reaping the financial benefits of a holistic brand and retail experience.
2018 SITEC EC CLASS - Introduction to E-Commerce 101: The E-Tail Process by A...sitecmy
Electronic retailing is the sale of goods and services through the internet. Electronic retailing, or e-tailing, can include business-to-business (B2B) and business-to-consumer (B2C) sales of products and services, through subscriptions to website content, or through advertising. E-tailing requires businesses to tailor traditional business models to the rapidly changing face of the internet and its users.
What you need to know on entering the Chinese market through eCommerce. Presented at the China Digital Marketing & Social Media Submit 2013 in Sydney, Australia.
Building an E-Commerce Business with ShopifyGrowth Spark
This presentation was given in December 2015 at General Assembly. It provides an overview on both the Shopify e-commerce platform as well as fundamental strategies in building an e-commerce business. Topics include customer acquisition, conversion optimization, fulfillment management, retention marketing and analytics.
How to Uncover Customer Data and Increase Online SalesShopVisible
When managing eCommerce sites, it’s crucial to be familiar with how people interact and engage with your site, and what drives them to buy (or not). In this presentation we discuss best practices for managing an eCommerce Site, how to follow a customer’s conversion path, and how to get the most out of the data you’re collecting
E-Commerce: 4 Steps to Start Selling OnlineSnapRetail
In this webinar, you'll learn the four steps to get started with e-commerce (on a small or large scale) and selling options beyond the typical website store. Consumers demand shopping options. Small businesses must consider selling online to complement their in-store offering.
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
Omnichannel Customer Experience. Companies such as Amazon, Facebook, Google, Apple already know that the future of user experience is automated interface creation depending on customer needs.
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
A well-designed web site is user-friendly, helping consumers find what they want fast and then making ordering very easy. Ecommerce sites use online marketing (search engine marketing and social media marketing with blogs, wikis, podcasts and RSS feeds) to reinforce their brand, generate highly targeted traffic and track its conversion rate and ROI.
Weaving through the future of retail: Creating a true Omni-channel customer e...CLEARgo
Asia Pacific is now the largest eCommerce region in the world. Retail eCommerce is growing year on year with more and more people opting for the convenience of online shopping.
In addition, Omni-channel is now a key strategy amongst top retailers in Asia with customers shopping online and offline across multiple touch points, channels, devices and journeys. There is a need for brands to create a truly personal Omni-channel customer experience to differentiate themselves and stay ahead while reaping the financial benefits of a holistic brand and retail experience.
2018 SITEC EC CLASS - Introduction to E-Commerce 101: The E-Tail Process by A...sitecmy
Electronic retailing is the sale of goods and services through the internet. Electronic retailing, or e-tailing, can include business-to-business (B2B) and business-to-consumer (B2C) sales of products and services, through subscriptions to website content, or through advertising. E-tailing requires businesses to tailor traditional business models to the rapidly changing face of the internet and its users.
What you need to know on entering the Chinese market through eCommerce. Presented at the China Digital Marketing & Social Media Submit 2013 in Sydney, Australia.
Building an E-Commerce Business with ShopifyGrowth Spark
This presentation was given in December 2015 at General Assembly. It provides an overview on both the Shopify e-commerce platform as well as fundamental strategies in building an e-commerce business. Topics include customer acquisition, conversion optimization, fulfillment management, retention marketing and analytics.
How to Uncover Customer Data and Increase Online SalesShopVisible
When managing eCommerce sites, it’s crucial to be familiar with how people interact and engage with your site, and what drives them to buy (or not). In this presentation we discuss best practices for managing an eCommerce Site, how to follow a customer’s conversion path, and how to get the most out of the data you’re collecting
E-Commerce: 4 Steps to Start Selling OnlineSnapRetail
In this webinar, you'll learn the four steps to get started with e-commerce (on a small or large scale) and selling options beyond the typical website store. Consumers demand shopping options. Small businesses must consider selling online to complement their in-store offering.
Multi-Channel Analytics & E-Commerce Success: A Case StudyMark F Simmons
Multi channel analytics are essential in today's multi touch world. Understanding where your conversions are coming from and how other channels contribute to that "last click" is crucial in proper optimization and budget allocation. Learn more about what I do at http://markfsimmons.com.
This case study goes through the steps taken to analyze a successful e-commerce company. It will show how taking a deeper look and using some of the more advanced features of Google Analytics was able to uncover incremental revenue and improve the customer experience.
Omnichannel Customer Experience. Companies such as Amazon, Facebook, Google, Apple already know that the future of user experience is automated interface creation depending on customer needs.
Google Analytics is essential for every ecommerce website. In this session, you'll learn to read and understand GA reporting, and how the reports relate to your business. If you already understand how Google Analytics works, the advanced course will teach you how to implement best practices for successful ecommerce marketing strategies.
Google Analytics : Overview & CustomizationOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you. We will cover some basic customization including using segments and creating custom dashboards.
Google Analytics: understanding the data correctlyPromodo
Main points of the webinar:
1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration
2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them:
• Not Provided
• Branded vs non-branded traffic
• Visits with transactions
• Most profitable sources of traffic
• Funnel visualizations, drop-offs
• Bounce rate, it’s correct interpretation
• Mobile traffic
• 404 errors
Chewy Trewella - Succeeding Online Using Free Google Toolssounddelivery
In this session, you'll get a chance to see how to use things such as Google Analytics, Google Website Optimiser, Google Webmaster Tools and more to control and optimise your online presence.
Google Analytics : Overview & Basic Customization for Retirement CommunitiesOur Kids Media
One of the biggest skills gaps today is data analytics - the ability to not merely look at reports but to make recommendations and take action based on the data. Google Analytics is a powerful, free, decision support tool that is essential to understanding and improving your online marketing efforts.
Anneline Breetzke will cover the basics of the tool, the key metrics and four main reports and will then turn to customization. How to set up a custom dashboard and a custom report.
Introduction about Quora, Google analytics and Google Ad WordsCode95
The presentation has an introduction about:
Benefits of Quora
Google Ad Words
How to set a successful campaign on Ad Words
Google Analytics
Google analytics approach
Google analytics setup & installation
Omniconvert is a growth marketing platform for conversion rate optimization.
It empowers eCommerce, lead generation, and SaaS marketers do A/B testing,
web personalization, and surveys.
Google Analytics 10 Step Audit
How to Ensure Accurate Insights
for Better Business Reporting and Traffic Analysis
in Your Google Analytics
Website Traffic, Transactions
Where Visitors Come From and How They Behave On-Site
Website Business
Audit Google Analytics regularly. Good Analytics data provides the actionable framework to build business logic and make the smartest marketing decisions. Quality Assurance testing is essential to good data. Provide a sensible dashboard for this intelligence, and speak knowledgeably about revenue, with verifiable facts and trends. Speaking the language of business is something that your customer (likely an E-Com manager, or Operations Executive, or Product manager), will understand and appreciate. These business people cannot operate profitable websites blindly (at least, not for long)! Give them the data they need to gain insights to inform decisions.
Audit with breadth (sitewide tag survey) and depth (filters, tags, segments). Audit frequently. Remember, any time a developer makes a change, or a content writer edits copy, or an E-Com manager adds new products, the Analytics is subject to change and therefore, verification.
1. Google Analytics Code Audit
2. Site Search Tracking
3. Bounces by Type of Traffic - Paid, New and Returning Visitors Bounce Rate
4. Account Filters
5. URL Tagging
6. Mobile Website and Conversion Tracking
7. Macro AND Micro Conversions
8. Custom Reports to Maximize Revenue
9. Unify Results for Easier Interpretation - URL Canonicalization and Rewrite
10. Traffic Source: Not Provided - Apply What You DO Know to Make Sense of What You Don\'t
Tip #1: Funnels: Product Page Add to Cart vs Category Page Add to Cart performance
Tip #2: Google Intelligent Alerts - just plain smart!
Tip #3: Tools & Resources
2016 Ecommerce Trends & Conversion Best PracticesMiva
Ecommerce is a quickly evolving universe. Learn which new features in the ecommerce marketplace actually work, convert sales, and will help your business grow.
MivaCon 2016, Friday session 2.
Transform your store into a modern, beautifully designed showcase for your products with Miva Merchant's New ReadyThemes. These free, high quality responsive themes are paired with new admin functionality to allow you to better manage your existing stores content, navigation, featured products and marketing images. This session will guide you though the new themes available as well as show you how to integrate ReadyTheme features into your existing Miva Store.
MivaCon 2016, Friday session 1.
Facebook Advertising: From Content to ConversionsMiva
What if all of your future customers were in one place, clamoring for information about your brand and products? They are. We’ll explore how to open up a true dialogue with your social media audience, creating great content and putting it to work with Facebook Power Editor and Ads Manager to drive clicks and conversions.
MivaCon 2016, Thursday session 3.
When it comes to email, what's the difference between unwanted spam and a confident, creative dialogue with your customers? It's all in the voice. Explore how your email campaigns reflect the character of your brand and communicate who you are to the world, and how applying artistry and good ethics to everything from subject lines to automated schedules can build true loyalty and drive sales.
MivaCon 2016, Thursday session 2.
Secrets to Writing Content That Matters - Gillian MuessigMiva
You've got products. You've got content. Some of it might even be very good content. But is it content that will rank? Content that will sell? In short, is it the RIGHT content? Gillian takes a deep dive into a revolutionary process for determining the most valuable content to write. From the subject to the page where it resides, where it links and how it will rank, you'll finally have a firm grip and a replicable process for identifying, scheduling, writing and posting content that will actually boost your bottom line.
MivaCon 2016, Friday session 3.
Super successful companies have both Wizards and Executors. Learn what they do, how they work together, and how the combination makes the difference between being a company that runs with the pack and one that stands out as the clear leader in the field. There's a lot of profit riding on whether or not your company has a competent Wizard who can see into the future, connect with a financially qualified community of people who want to love and support your brand for years to come AND a competent Executor who can execute on the Wizard's ideas.
MivaCon 2016, Friday session 2.
Get up to speed with the latest Miva features with this in-depth training. We’ll tackle a year’s worth of innovation in a step-by-step workshop guiding you through the best new ways to streamline operations and improve your customers’ shopping experience. Learn how to manage gift certificates, process customer credits, offer split payment options, crete order notes, create a customer address book, and other advanced functionality. Want to set up customer wish lists? Charge for digital downloads? Manage URI? We’ve got you covered.
MivaCon 2016, Friday session 1.
Robyn Johnson, Amazon Expert, will be sharing how to use Amazon and Ebay in order to increase your sales velocities, brand awareness, and profits. Each market has it’s own nuances. In this session we will give you the base knowledge to not only manage your presence on multiple marketplaces but to generate consistent revenue streams. With the increasing popularity of Amazon, and especially Amazon Prime, the traffic these marketplaces bring can no longer be ignored.
MivaCon 2016, Friday session 1.
Tarot decks, tea leaves, scrying, or your crazy uncle's trick knee; all popular ways to predict the future. When it comes to the every-changing realm of UI and UX on the web, the best way to know the future is to keep up-to-date with the latest technologies and techniques. Instead of having to read about it, you will be creating the new trends and standards.
MivaCon 2016, Thursday session 3.
Whether you’re still fulfilling orders from your garage, are ready to try Amazon FBA, or are organizing supply chains from an overseas warehouse to your customer’s font door, we’ll explore the most efficient and most up-to-date techniques for managing fulfillment. In this session we will discuss the pros and cons of a variety of available options, including self-fulfillment using standard carriers, distribution warehouses, 3rd party fulfillment centers, Amazon FBA, and international consolidators.
MivaCon 2016, Thursday session 3.
By all metrics, worldwide mobile usage eclipsed desktop in 2015. So why are you still designing your ecommerce site for desktop? In this essential workshop, we’ll explore how to create an intuitive, effective, responsive mobile experience for your customers. Learn how to optimize for different devices and operating systems, create concise navigation, make strong use of images, forms, and buttons, and employ powerful design cues to lead your customers from homepage to checkout.
MivaCon 2016, Thursday session 3.
What does it take to be number one? This seems to be a reoccurring question for both web store owners and developers when it comes to controlling the coveted top spot. This session will go over the best practices for On-Page SEO using Miva Merchant, as well as recommendations for 2016 and beyond to help your site increase its rankings and stay current with today’s changing Search Engine algorithms.
MivaCon 2016, Thursday session 2.
Every minute that you spend wrangling an inefficient daily workflow is a wasted opportunity for creativity and profit. Join us to learn the latest techniques for optimizing your web development projects in Miva Merchant. You’ll streamline operations, reduce demands on staff, consume less resources, and free up more time for creation and expansion.
MivaCon 2016, Thursday session 2.
I have a coupon for that! With the new discount and marketing features built into version 9 you now have the power to unlock Miva Merchant price groups. Learn how these vital new features work and how to use them for advanced marketing within your online store. Miva Merchant 9 gives you an enterprise level discount engine right at your fingertips.
MivaCon 2016, Thursday session 2
2016 consumers are demanding authentic brands they can experience, not just buy from. EYStudios’ CEO Eric Yonge will show how to wow current and new customers with an engaging brand that exists online as well as offline. From improving usability to crafting an expert “voice,” Eric will reveal powerful steps that will benefit your bottom line and stun your competition!
MivaCon 2016, Thursday session 1.
Smooth, efficient order processing is absolutely vital for a successful online business, and is an excellent way to build customer loyalty and trust. Learn how to master managing order status, splitting shipments, shipping labels, and automated customer email sequences at the heart of your revenue.
MivaCon 2016, Thursday session 1.
Explore Sarasota Collection's exquisite and long-lasting dining table sets and chairs in Sarasota. Elevate your dining experience with our high-quality collection!
Best Crypto Marketing Ideas to Lead Your Project to SuccessIntelisync
In this comprehensive slideshow presentation, we delve into the intricacies of crypto marketing, offering invaluable insights and strategies to propel your project to success in the dynamic cryptocurrency landscape. From understanding market trends to building a robust brand identity, engaging with influencers, and analyzing performance metrics, we cover all aspects essential for effective marketing in the crypto space.
Also Intelisync, our cutting-edge service designed to streamline and optimize your marketing efforts, leveraging data-driven insights and innovative strategies to drive growth and visibility for your project.
With a data-driven approach, transparent communication, and a commitment to excellence, InteliSync is your trusted partner for driving meaningful impact in the fast-paced world of Web3. Contact us today to learn more and embark on a journey to crypto marketing mastery!
Ready to elevate your Web3 project to new heights? Contact InteliSync now and unleash the full potential of your crypto venture!
What You're Going to Learn
- How These 4 Leaks Force You To Work Longer And Harder in order to grow your income… improve just one of these and the impact could be life changing.
- How to SHUT DOWN the revolving door of Income Stagnation… you know, where new sales come into your magazine while at the same time existing sponsors exit.
- How to transform your magazine business by fixing the 4 “DON’Ts”...
#1 LEADS Don’t Book
#2 PROSPECTS Don’t Show
#3 PROSPECTS Don’t Buy
#4 CLIENTS Don’t Stay
- How to identify which leak to fix first so you get the biggest bang for your income.
- Get actionable strategies you can use right away to improve your bookings, sales and retention.
2. Agenda
1st Hour:
• Introduction to Google Analytics
• Key Google Analytics metrics and definitions
• Reporting overview – key reports for merchants
• Introduction To Enhanced Ecommerce
2nd Hour:
• Using Google Analytics to drive your business
• Reporting strategy
• Campaign tagging strategy
• Profitability reporting
• Google Tag Manager and Universal Analytics
2
3. eComIQ
3
• Digital Advertising Agency
– Paid Search & Shopping Campaigns
– Conversion optimization
– Digital Advertising Strategy
• Google Analytics Consulting Company
– Custom and Complex Integrations
– Google Tag Manager
– Data Import
– Using Google Analytics Data To Increase Sales
• Consultant For Over 250 Miva Merchant Companies
4. My Babies
4
• Largest Greek imports retailer on
the web
• Online since 2004
• Miva Merchant since 2004
• Launched in 2006
• Google Analytics certified partner
since 2008
• AdWords and Bing Certified Partner
• Launched in 2011
• The “Miva Central” to-be of Google
Analytics apps
• Launched in 2009
5. Why Do You
Need Analytics?
Website Analytics enables monitoring of visitor behavior
• How they reached the site
• Where they went when they landed on the site
• Whether or not they were successful in completing a goal on the site
(purchase, lead, etc.)
Website analytics identifies opportunities for improving conversion rates so
you make more $$$
5
6. Key Metrics
6
*Session resets when:
• More than 30 minutes have elapsed between pageviews for a single session.
• At the end of a day.
• When any traffic source value for the user changes. Traffic source
information includes: utm_source, utm_medium, utm_term, utm_content,
utm_id, utm_campaign, and gclid.
Sessions = Total sessions* in
the timeframe selected
Users = Number of unique
sessions in the timeframe
selected
Pageviews = Number of
pages viewed
Pages/Session = Average
pageviews per session
Avg. Session Duration =
Average time a session
spent on the site
Bounce Rate = % of sessions
that only visited one page
% New Sessions = % of
sessions that had not
visited the site ever before
7. Key Metrics
Goal - Definition
A goal is a website page which a visitor reaches once they have made a
purchase or completed another desired action, such as a purchase, registration
or download. Can also be an amount of time on site, number of pageviews or
an event.
Also known as a “Conversion”
7
36. • New Enhanced Ecommerce Suite introduced by Google
Analytics in 2014
• Miva rolled Enhanced Ecommerce into the platform
• No charge if installed by store owner
• Must be on Miva 9 to use Miva’s solution
36
Enhanced Ecommerce
37. Product Lists represent a logical grouping of products on your
site, based on your tagging. You can use them to represent:
• Catalog pages
• Cross-sell blocks
• Up-sell blocks
• Related-products blocks
• Search results pages
37
Enhanced Ecommerce
44. • Enhanced Ecommerce suite
– Balancing the books between GA and your back-end sales database: You
could push transactions that did not make it into GA (due to offline
conversions or missed JS pushes) to get GA to align with your actual online
sales
44
Universal Analytics
45. • Enhanced Ecommerce suite
– Internal Promotion Reporting:
• Internal promotions include things like banners that you display on one section of your site to
advertise another section of your site.
• The Internal Promotion report lets you see how your internal promotions performed relative to
others
45
Universal Analytics
Vs.
49. Product Page Optimization
Great article in Website Magazine:
http://www.websitemagazine.com/content/blogs/p
osts/archive/2015/07/13/4-essential-product-page-
features.aspx
1. Good Visuals (product pictures)
2. Readable Reviews
3. Powerful Recommendations
(Customers who bought also bought)
4. Readily Available Shipping/Return Info
49
51. ROI By Sales Channel
• Compare Google, Bing, Facebook, Amazon, etc. side-
by-side
• Enables re-allocation of advertising budget to best
performing channels to optimize profit
51
52. Site Optimization
High abandonment drove action!
- Higher abandonment for Checkout By Amazon than our online credit card
payment option
52
60. Campaign Tracking
- Bing PPC - Google Shopping, etc.
- Email newsletters - Banners on other sites
- Facebook PPC - Facebook links
60
Not needed
for Google
AdWords
“Autotagged”
accounts
63. Event Tracking
63
Used to identify actions that take place “within a page”
• Downloads
• “Add to cart”
• Used shipping calculator prior to checkout
66. Event Tracking
OPAY Page JS
66
<script type="text/javascript">
try{ var lookups={
"-3" : "Please retry pressing the continue button at the bottom of the page.",
"10001": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10527": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10507": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10544": "Please check your credit card details below and click the continue button at the bottom of the page.", "10762": "Please check
your credit card CVV code and try again.",
"15004": "Please check your credit card CVV code and try again.",
"15005": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15006": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15007": "The transaction was declined by your credit card company because your card is expired. Please contact your credit card company
or try another credit card.",
"Default": "Please contact us at 800-755-8067 to assist you with your order. We are available M-F from 9-5 EST. If after hours, please <a
href="http://www.greekinternetmarket.com/contactus.php">Contact Us</a>."
};
var hasError = false;
var message = jQuery("#paypalerror b").html();
if(message.length > 10){ hasError = true; }
if(hasError){ var event_m= message.replace(/<br>/i,'');
_gaq.push(['_trackEvent', 'PayPalError', event_m]); var patt=new RegExp(/(([ws-]*))/); var code = message.match(patt)[1];
if(lookups[code]!=undefined){ jQuery("#paypalerror b").html(message + lookups[code] + '<br>');
}else{ jQuery("#paypalerror b").html(message + lookups['Default'] + '<br>'); } }}catch(err){}
</script>
68. Attribution
68
• Identify sources of traffic that “Assist” in sales, but do not get credit for
the “last click” purchase
• Improve ROI measurement for paid search, display and social media
69. Phone Order Tracking
69
• Uses “Visitor ID” instead of dynamic phone numbers
• Report revenue from phone orders in Google Analytics
• Increase ROI from paid search and other campaigns
• Free 30-day trial – contact morgan.jones@powermyanalytics.com
http://www.powermyanalytics.com
70. Summary
• Ensure Google Analytics is implemented and reporting correctly
– Advanced implementation (cost import, site search, AdWords
linking, goal funnels, etc.)
• Tag your campaigns for clarity in reporting
• Establish reporting framework to report cash flow and by product or
category
• Perform search query analysis – identify both good and bad queries
– Also ad placement analysis for contextual/display networks
• Focus on largest sources of revenue to grow the business
• A/B test to improve conversions
• Monitor attribution and include in ROI calculations
• Push as much revenue into Google Analytics as possible and down to the
details (phone tracking)
70
72. Universal Analytics
• The future in advanced GA reporting and features
– New Ecommerce reporting coming soon
– Offline transaction reporting (phone orders, amazon.com, eBay, etc.)
– Track users across multiple devices (Desktop, Tablet, Mobile)
– Process returns
72
73. Google Tag Manager
• Consolidate all your tracking codes into Tag Manager and enhance Miva
reporting capabilities
– Faster turnaround time in updating/adding tags
– Ability to outsource GA implementation (vendor can add tags without website access)
– Version control and rollback capability
– Faster page load times
• Miva benefits:
– Enhanced reporting!
73
74. Conversion Rates By Product Added To Cart
• Identify products that do not convert well after adding to cart
– Optimize shipping rates to grow overall sales
74
Product SKU Qty Added To Cart Qty Sold Conversion Rate
1050-03003 203 0 0%
2691-15001 47 47 100%
1101-04001 24 1 4%
2069-02073 22 0 0%
1002-02003 16 2 13%
1450-06001 16 8 50%
0859-04003 14 1 7%
1977-01001 14 7 50%
0483-05011 13 0 0%
1442-06009 12 2 17%
0483-05001 11 1 9%
2442-03001 11 10 91%
1950-03022 10 0 0%
Add To Cart Conversion Rate By SKU
75. Identify How High Shipping Rates
Impact Conversion Rates
• Optimize product and shipping pricing to drive the most revenue and
profit
– Raise product prices and lower shipping prices
75
76. Cash Flow Is King
76
Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Yahoo
Cost
MSN
Cost Total Net Profit
Profit Margin
After
Advertisement
Olives $133.7 48% 64.06$ $8.48 $1.26 $0.15 $9.89 54.17$ 40.5%
Olive Oil $251.9 48% 120.70$ $15.43 $3.25 $1.63 $20.31 100.39$ 39.9%
Pickled Products $124.2 48% 59.51$ $0.00 $0.00 $0.00 $0.00 59.51$ 47.9%
Specialty Snacks $47.6 48% 22.81$ $0.00 $0.00 $0.00 $0.00 22.81$ 47.9%
Candy & Specialty Sweets $413.1 48% 197.92$ $21.86 $0.82 $2.26 $24.94 172.98$ 41.9%
Pasta Products $152.9 48% 73.24$ $38.13 $0.00 $4.76 $42.89 30.35$ 19.9%
Wafers, Cookies, Pastry & Rusks $48.1 48% 23.02$ $0.00 $0.00 $0.00 $0.00 23.02$ 47.9%
Dressings & Vinegars-Fish Items $115.8 48% 55.46$ $0.00 $0.00 $0.00 $0.00 55.46$ 47.9%
Coffee And Tea $541.8 48% 259.61$ $84.64 $2.37 $3.92 $90.93 168.68$ 31.1%
Spices & Herbs $440.7 48% 211.17$ $44.40 $0.00 $0.91 $45.31 165.86$ 37.6%
Greek Seasoning And Marinates $90.4 48% 43.29$ $92.59 $0.00 $0.00 $92.59 (49.30)$ -54.6%
Party Food Items $343.2 48% 164.43$ $106.14 $26.98 $10.45 $143.57 20.86$ 6.1%
Fruit Preserves And Marmelades $35.8 48% 17.15$ $0.00 $0.00 $0.00 $0.00 17.15$ 47.9%
Where To Get Data? GA You Formula GA GA GA Formula Formula Formula
77. Cash Flow Is King
Steps to report profitability by category:
1) Identify how many categories you need to report, based on:
– Different product margins
– How granular you would like to report
2) Create Paid Search strategy (Campaigns & Ad Groups) that aligns with
reporting strategy
3) Identify Gross Profit Margins per category
4) Report
5) Take action!
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Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Olives $133.7 48% 64.06$ $8.34
Olive Oil $251.9 48% 120.70$ $15.35
78. Cash Flow Is King
What to consider if you are not profitable:
• Loss leader?
• Lifetime value
• Ramping up the business
• Attribution – may be “Assisting” but not “Closing”
Actions to take to become profitable:
• Adjust paid search cpc’s lower
• Identify bad search queries or placements that should be negative keywords
or negative placements
• Pause poor performing Campaigns, Ad Groups or Keywords
• Adjust pricing higher
• Optimize landing pages or other pages in path-to-purchase
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