groundswell - mark lilley - maximise your return in search...

Maximise your return in search

Mark Lilley19.10.2017

© groundswellgrowth.com @GroundswellGro

Hello

Mark Lilley

Co-‐Founder & DirectorGroundswellgroundswellgrowth.com@GroundswellGro

Head of Ecommerce Chain Reaction Cycles – 5 years


Who are Groundswell?


Ecommerce Experts

Experienced and Growth focused

• Ecommerce Consultancy & Strategy• Insight & Measurement• Digital Marketing – Paid Search, Display & Social• Conversion Optimisation


Agenda

What are we going to talk about?

1. Focus on the complete customer journey

2. Insight – the what and the why

3. Action – maximise your return


1. Focus on the complete customer journey


https://www.kaushik.net/avinash/@avinash

CRO / UX

SEO PPC

Insight

SEO PPC

CRO / UX


How to fix leaks!

Focus on what matters

• Generate Insights• Triangulate & Prioritise• Execute• Measure• Learn• Go again!


How to fix leaks!

Focus on what matters

• Generate Insights• Triangulate & Prioritise• Execute• Measure• Learn• Go again!

Insight

Prioritise

ExecuteMeasure

Learn


Eat your own dog food!

Experience your own experience


2. Insight – the what and the why

Insight

Segmentation

SurveysSales and Call

Centre

Session Replay

Social analytics

Customer contact

Eye tracking

Usability testing

Forms analytics Search

analytics Voice of Customer

Market research

A/B and MVT testing

Big & unstructured

data

Google analytics

Competitor evalsCustomer

service


1. Google Analytics Heath Check

2. Measurement Planning & Framework

3. Implementation Plan

Google Tag Manager

DataLayer

Goal Configuration

Event Tracking

Content Grouping

UTM Tracking

4. Data Collection & Insight

Channel Analysis

Device Analysis

Full Site Journey

Checkout Journey

Buyer Profile

Standard and Advanced Reports


Valuable Reports

Create Horizontal View

• Custom Report: All sessions, PDP Views, Add to Basket, Checkout Starts, Checkout Completions

• Segment by device

• Insight: High level view of customer onsite journey and drop off points

Note: can be via enhanced ecommerce or manual


Valuable Reports

CR by Browser Type & Device

• Custom Report: Browser, Browser Version, Users, CR, Transactions and Revenue

• Segment by device

• Insight: Identify any technical or UX issues for specific browsers and devices


Valuable Reports

Site Speed

• Speed and perception of speed play a vital role in how a customer rates their experience on site

• Standard Report: Behaviour > Site Speed > Page Timings

• Select DOM Timings & click the Data View

• Insight: Create ranking system using page views * doc interactive time. Shows most important pages to address speed issues


Valuable Reports

Site Search

• Customers who use search will convert higher than those that don’t!

• Custom Report: Search Term, Refined Keyword, Start Page, Exit Page and Unique Searches

• Insight:• Identify top pages, Identify top pages users initiate search

• Are they exiting from search and therefore not finding results

• What are they refining to?


Content Grouping

How to:

• Create the content group in GA

• Create the required variables in GTM

• Pass variables in your GA Tag in GTM

Insight:

• View KPIs by site templates / groups

• Create funnels using navigation summary

• High traffic low conversion, High traffic high bounce / exit


Event Tracking

How to:• Create event tags in GTM and define criteria

Insight:• Add to Basket & Start Checkout Goals• Zero Search Results: add aliases, re-‐directs, fix misspellings etc.

• Feature use: identify most used mega menu links etc.


Voice of Customer

How to:

• Meet regularly with customer service / call centre / store

• NPS

• Exit feedback on Confirmation Page

• “What nearly stopped you buying today?”

• Exit feedback throughout site

• “Please tell us what you like about our site and what we can do to improve it?”


User Testing

How to:

• Moderated -‐ Get anyone not familiar with your site, new starts, in-‐store, friends and family

• Depending on budget -‐ use professionals

• Unmoderated -‐ usertesting.com, whatusersdo.com, usabilityhub.com, peek.usertesting.com

• Give them an example scenario and run short test

• Make the test as natural as possible

• Any testing is better than no testing!


3. Action – maximise your return!


Action

• Prioritisation – triangulate and base on effort and potential return

3 streams of Action

• Direct -‐ i.e. update / improve product data and content, source new products, respond to customers, fix bugs etc.

• Roadmap – Get broken things fixed, feature addition or change (following user centred design process)

• Conversion Optimisation – UX improvements, urgency, scarcity, clarity


Website

EcommerceRoadmap

UCD / UX

ConversionOptimisation

CRO / Testing

ImprovementProcesses


1. Insight

2. DevelopHypothesis

Google AnalyticsNPS, SurveysExit FeedbackHeuristic Review

PrioritisationScheduling

3. DesignConcepts

SketchingWireframingLook & Feel

4. ConfigureTesting

SegmentationNumber of VariationsGoals & Metrics

5. AnalyseResults

Link up all analysis toolsInvestigate all relevant metrics

6. IdentifyLearnings

Why?Document all tests

and resultsCommunicate

CROPROCESS

Scarcity: RPV uplift 8%Urgency: CR uplift 3.1%Highlight Price: CR uplift 3.53%Trust: RPV uplift 5%


Summary

• Focus on the complete customer journey

• Dedicate time and resource to insight & measurement

• Heath check and maximise Google Analytics

• Listen to your customers

• Prioritise based on effort and potential return

• Action and go again!


Thank You

Mark Lilley [email protected]

@GroundswellGro@markrlilley

uk.linkedin.com/in/markrlilley

groundswell - mark lilley - maximise your return in search...

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