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Google Analytics for Miva Merchants

Morgan Jones

eComIQ

3/7/14

Agenda

1st Hour:• Introduction to Google Analytics• Key Google Analytics metrics and definitions• Reporting overview – key reports for merchants

2nd Hour:• Using Google Analytics to drive your business• Reporting strategy• Campaign tagging strategy• Profitability reporting• Google Tag Manager and Universal Analytics

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eComIQ

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• Full-Service Digital Agency– SEO (Natural/Organic Search)– SEM (Pay-Per-Click)– Conversion optimization– Web Design– Social Media

• Analytics Consulting Company– Focus is Google Analytics– Customized Analytics Integration Consultant– Consultant for Driving Action from Data

• Consultant For Over 250 Miva Merchant Companies

PPC

Miva Merchant PPC agency• 10% of ad spend ($500/month minimum billing)• Dedicated account manager with direct access (phone and email)• Includes Analytics setup and support• Includes monthly report with focus metrics reported vs. established

goals• Includes additional consulting at no additional charge

– Conversion optimization– Value proposition development– Competitive analysis

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My Babies

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• 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

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 $$$

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Key Metrics

Visits = Total visit sessions* in the timeframe selectedUnique Visitors = Number of unique visitors in the timeframe selectedPageviews = Number of pages viewedPages/Visit = Average pageviews per visitAvg. Visit Duration = Average time a visitor spent on the siteBounce Rate = % of visitors that only visited one page% New Visits = % of visitors that had not visited the site ever before

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*Session resets when:• More than 30 minutes have elapsed between pageviews for a single visitor.• 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.

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”

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Location Reporting

Identify best performing countries, states, and cities.

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Location Reporting

Sort by any column

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Mobile Reporting

Identify mobile impact

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Traffic Sources

Identify which sources of traffic are driving the most business

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Keywords

Identify which keywords drive revenue

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Top Pages

Identify which pages get the most pageviews and their engagement

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Page Load Times

Identify slow loading pages that may cause abandonment

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Site Search

Identify what visitors are searching for

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Ecommerce

Ecommerce Conversion Rate = Transactions/VisitsAverage Value = Total Revenue/TransactionsUnique Purchases = Useless metric!Quantity = Total items purchased 17

Ecommerce – Product Performance

Identify which products are generating the most revenue

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Real-Time (Demo)

Cool!

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Additional Reporting

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Dashboards

• Configure and save for quick reference• Focus on most important metrics 21

Shortcuts

Great when needing advanced segments or filters applied

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Intelligence

Nice try!

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Intelligence – Custom Alerts

Great for identifying “broken glass” issues

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Intelligence – Custom Alerts

Concierge – try it for free! www.PowerMyAnalytics.com

Will monitor and alert:- Visits- Bounce Rate- Revenue- Internal referrals- Other metrics 25

Report Features

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Advanced Segments

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Advanced Segments

Built-in Segments = already provided by GACustom Segments = you make your own

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Custom Advanced Segments

View reports for one particular segment, such as purchasers

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Sampling

Slide the right to improve precision

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Custom Reports

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Custom Reports

Create reports “just the way you want them”32

Email Reports

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Email Reports

Receive reports via email at a set frequency34

Export Reports

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Export Reports

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Premium Only

Add To Dashboard,Shortcut

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Goals & Funnels

Great report for identifying opportunities with checkout issues:

• Shipping options• Shipping pricing• Payment options• Upsell• Navigation

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Creating Goal Funnels

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Questions?

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Using Google Analytics To Grow Revenue

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Cash Flow Is King

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Category Total SalesGross Profit

Margin Gross ProfitGoogle

CostYahoo Cost

MSN Cost Total Net Profit

Profit Margin After

AdvertisementOlives $133.7 48% 64.06$ $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

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 category4) Report5) Take action!

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Category Total SalesGross Profit

Margin Gross ProfitGoogle

CostOlives $133.7 48% 64.06$ $8.34

Olive Oil $251.9 48% 120.70$ $15.35

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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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 45

Site Optimization

High abandonment drove action!- Higher abandonment for Checkout By Amazon than our online credit card payment option 46

Site Optimization

A/B test site changes to grow revenue

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Site Optimization

Created “BASK1” page w/out Checkout By Amazon link

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Site Optimization

Original Page – “BASK”

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Site Optimization

New Page without Checkout By Amazon link – “BASK1”

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Site Optimization

Experiment setup51

Site Optimization

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Keyword & Product Discovery

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Campaign Tracking

- Bing PPC - Google Shopping, etc. - Email newsletters - Banners on other sites- Facebook PPC - Facebook links 54

Not needed for Google AdWords

“Autotagged” accounts

Campaign Tracking

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Campaign Tracking

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Event Tracking

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Used to identify actions that take place “within a page”• Downloads• “Add to cart”• Used shipping calculator prior to checkout

Event Tracking

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Track errors

Event Tracking

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Identify which errors are causing abandonment and improve messaging

Event TrackingOPAY Page JS

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<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(/\(([\w\s-]*)\)/); 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>

Event Tracking

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Provide better messaging to guide the shopper through errors in checkout

Attribution

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• 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

Phone Order Tracking

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• 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

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)

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Universal Analytics and Google Tag Manager

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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 66

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!

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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

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Product SKU Qty Added To Cart Qty Sold Conversion Rate1050-03003 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

Identify How High Shipping Rates Impact Conversion Rates

• Optimize product and shipping pricing to drive the most revenue and profit

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Questions?

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