egenie ecommerce analytics

© eGenie www.egenie.biz

Welcome


better prospects


Agenda

Introductions Analytics: Why, What, How Reports: How people find you

• Channels• Campaigns• …

Reports: What they do when they get there• Search• Funnels• …

Conversion Rate Optimisation (CRO)


Who are eGenie?

Deliver analytics to a number of large organisations:

eGenie – “3 wishes – more customers, more sales, more profit”

Working with local SMEs Bing & Google certified Delivering increased profit


Introduce yourself

Name

Company

Do you do sell online?

What are you looking for today?


Analytics

Why?

What?

How?

Actions…


Your web / social media sites are critical to

the success of your business

Why? What? How? Goals

All agree?


What should I measure?

Website - Visitors?

Twitter - Followers?

Facebook – Fans?

YouTube – Views?

Instagram – Followers / Photo Likes?




From my Twitter feed:



What do you know about your website’s visitors?

Who are they? How are they

getting to your

site?

What are they

doing once they

get there?

When are they

visiting?




Who are your visitors?

Find out how many visitors you're getting and where

they're located, so that you know where to focus your

marketing budget.




How are your visitors finding you?

Learn which search engines, blogs, or social networks drive most

of your website’s traffic, and and increase your marketing efforts

on those channels.




What are visitors doing on your site?

Discover how long people stay on your site and which pages

aren't being viewed as much. Increase visitor engagement

by featuring your best content on your most popular

pages.




When are most visitors coming to your site?

Identify activity patterns, and be ready for corresponding

increases in visitors.

Consider posting special offers on days that your website

receives the most visits.




Measure progress towards your marketing

objectives

Set goals in Google Analytics to understand if your website is

helping you achieve your online objectives.

Use different goal types to measure different types of

conversions, like online purchases, time spent on your website,

or total pages visited.




ExerciseWhat do we want to measure?


Measurement Plan

Business Objectives

Strategies & Tactics

Key Performance Indicators (KPIs)

Targets

Segmentation


Business Objectives

Doable

Understandable

Manageable

Beneficial


Strategies / Tactics

Link to objectives

Provide clarity

Cover everything!


Key Performance Indicators (KPIs)


Targets


Segmentation


Another example (in a different format)


How does Google Analytics work?


Put “tracking code” on the website


or use “Google Tag Manager”


With some customisation you can track almost anything


Who are your Visitors?


City


Service Provider


Demographics


Interests


New or Returning…

Is their behaviour different?


Do you need a special mobile site?

Conversions vs bounce rate?


How are your visitors finding you?


Which channels work best?

Search vs Social


Referrers


Referrers

Hidden gems can exist in the data!


Campaigns


Campaigns – need to add campaign codes to all links


Attribution – What is it?

Who gets the credit for the sale?


Attribution can be simple:


Attribution for Assisted Conversions


Types of Attribution

“Last Interaction” is the default


Attribution

Lots of Types:


Attribution

Model Comparison


What are visitors doing on your site?


Pages Report – more than just Views…


Not just which Pages, but which areas of the site…


Queries

Have they found everything you expect them to?


Landing Pages

Do you grab them when they first arrive?


What do they search for onsite?


When are most visitors coming to your site?


Build a Custom Report…


Segmentation


Segmentation Case Study


Analytics

Not quantitative – how many visitors

More about qualitative – how they behaved


We segmented by who saw what


Goal Conversions good, but wide variance


Can we improve site average?


Highest Conversion from those that read reviews:


Adding reviews to the Home Page:


Segmentation Re-cap

Allows us to divide and analyse subsets

Draw insight from these subsets

Apply real improvements


Shopper BehaviourEnhanced eCommerce


Intro

Merchandising Analysis

Shopper Behaviour

Checkout Analysis


Product Analysis: Compare time periods


Product Analysis: Compare Products


Product Analysis: What is going wrong?


Merchandising Analysis: which promotions work?


Merchandising Analysis: which products are being viewed?


Merchandising Analysis: which work?


Merchandising Analysis: which don’t?


Shopper behaviour:


How often are products seen?


Where do people drop out of the funnel?


Checkout Analysis


Abandonment


Drill into different segments to find causes


Funnel


Drop off’s


Re-cap

Identify opportunities with Product Analysis

Use Merchandising Analysis to promote underperformers

Identify sales flow weakness with Shopper Analysis

Identify sales funnel weakness with Checkout Analysis


Identifying Problems


Types of problems


Clues


Causes

Poor Web-design

Lack of “convincers”

Unengaging content

Unexpected costs

Technical errors


Case Study


Where was the problem?

Confusing payment


Where was the problem?

Couldn’t find the button


Re-cap

Many reasons for sales funnel failures

Identify pages where there are problems

Use a sales funnel & behaviour flow to identify drop offs


Agenda

Introductions Analytics: Why, What, How Reports: How people find you

• Channels• Campaigns• …

Reports: What they do when they get there• Search• Funnels• …

Conversion Rate Optimisation (CRO)


Resources

Google Analytics• www.google.com/analytics/

Google Tag Manager• www.google.co.uk/tagmanager/

Google Webmaster Tools• www.google.com/webmasters/tools/

eGenie Campaign Tracking Tool• www.egenie.biz/campaign-tracking-made-easy-with-egenie-tool/

eGenie “Bitesize Seminars”• www.eventbrite.co.uk/o/egenie-7504543639

eGenie blog article on filtering out unwanted Visitors• www.egenie.biz/russian-spam-traffic-from-darodar-com-co-lumb/

http://www.google.com/analytics/

http://www.google.co.uk/tagmanager/

http://www.google.com/webmasters/tools/

http://www.egenie.biz/campaign-tracking-made-easy-with-egenie-tool/

http://www.eventbrite.co.uk/o/egenie-7504543639

http://www.egenie.biz/russian-spam-traffic-from-darodar-com-co-lumb/


Any questions?


Thank you


better prospects

egenie ecommerce analytics

Data & Analytics