google - shaping the funnel

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

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 ?

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Google Analytics Master Class 2010 #gamc 3

Google Analytics Master Class 2010 #gamc

The Funnel

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Google Analytics Master Class 2010 #gamc

Google Analytics Funnels

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Google Analytics Master Class 2010 #gamc

In an Ideal World

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Leaking

Visitors No Lost

Visitors

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

Google Analytics Master Class 2010 #gamc

The Questions

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Google Analytics Master Class 2010 #gamc

What can give us the answers?

Google Analytics

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Web Analyst (part detective, part creative thinker)

Actionable Insights

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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!

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Some time in the past, during an undisclosed time period

Google Analytics Master Class 2010 #gamc

Funnel Analysis

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Google Analytics Master Class 2010 #gamc

Detect and Minimise Errors

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Google Analytics Master Class 2010 #gamc

Can flexible rates be pre-loaded?

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Google Analytics Master Class 2010 #gamc

Reduce Paralysis By Analysis

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Google Analytics Master Class 2010 #gamc

Review Page

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Google Analytics Master Class 2010 #gamc

Review Page

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Google Analytics Master Class 2010 #gamc

Guest Details

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Google Analytics Master Class 2010 #gamc

Guest Details

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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!

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Google Analytics Master Class 2010 #gamc 20

Google Analytics Master Class 2010 #gamc

Payment Page Optimisation

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Google Analytics Master Class 2010 #gamc

Booking Confirmed

The goal has been met, but don’t rest yet!

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Google Analytics Master Class 2010 #gamc 23

Google Analytics Master Class 2010 #gamc

Fast Forward a Few Weeks

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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

Google Analytics Master Class 2010 #gamc

Influencing New Site Design

Apply data-driven learnings to infuence new site design 25

Google Analytics Master Class 2010 #gamc

Shaping the Funnel

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Google Analytics Master Class 2010 #gamc

In an Ideal World

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Leaking

Visitors No Lost

Visitors

Google Confidential and Proprietary

Thank You!

http://www.amari.com/ http://twitter.com/vinoaj

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