key insights from funnels - enhanced ecommerce for google analytics

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Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com [email protected] Confidential ©2015 Reaktor All rights reserved Key insights from funnels Enhanced ecommerce for Google analytics GPeC Summit 11-May-2015 | @SimoAhava

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Reaktor Mannerheimintie 2 00100, Helsinki Finland

tel : +358 9 4152 0200 www.reaktor.com [email protected]

Confidential ©2015 Reaktor All r ights reser ved

Key insights from funnels Enhanced ecommerce for Google analytics

GPeC Summit 11-May-2015 | @SimoAhava

Simo AhavaSenior Data Advocate, Reaktor

GPeC Summit 11-May-2015 | @SimoAhava

Google Developer Expert, Google Analytics

Blogger, developer, www.simoahava.com

Twitter-er, @SimoAhava

Google+:er, +SimoAhava

Agenda1. Plug-and-play Analytics

2. Enhanced Ecommerce for Google Analytics

3. Implementation tips and ideas

GPeC Summit 11-May-2015 | @SimoAhava

Plug-and-play AnalyticsStop. Stop doing it. Stop it now.

GPeC Summit 11-May-2015 | @SimoAhava

2,342,566GPeC Summit 11-May-2015 | @SimoAhava

2,342,566GPeC Summit 11-May-2015 | @SimoAhava

Dear CMO, last month, the number of sessions to our site was…

…which is an uplift of 3.45% compared to the previous month!

Definition of a Session• Group of interactions that takes place on a website…

GPeC Summit 11-May-2015 | @SimoAhava

• That expires after 30 minutes of inactivity…

• Or at the end of they day…

• Or when acquisition campaign changes…

• Unless the referral is in the Referral Exclusion List…

• Or traffic is cross-domain, and cross-domain tracking is implemented…

• Unless it’s implemented incorrectly…

• Which is likely since it’s so !#/%(“% difficult…

• Unless you’re using Google Tag Manager…

• Except if you’ve implemented THAT incorrectly…

All metrics and dimensions used by a platform subscribe to the schemas of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

All metrics and dimensions used by a platform subscribe to the schemas of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

Sessionization Schema

This has two major implications on how we collect, process, and

analyse the data.

GPeC Summit 11-May-2015 | @SimoAhava

Stay away from aggregate metrics.

GPeC Summit 11-May-2015 | @SimoAhava

1

Stay away from aggregate metrics.Combine, segment,visualize, predict.

GPeC Summit 11-May-2015 | @SimoAhava

1

Aggregate

Segmented

User-centric

Integrated

Predictive

GPeC Summit 11-May-2015 | @SimoAhava

21.20%

Our website’s Ecommerce Conversion Rate for Januar y

was…

Aggregate

Segmented

User-centric

Integrated

Predictive

GPeC Summit 11-May-2015 | @SimoAhava

14.56%

Visitor ’s who landed on our site through our Januar y Facebook campaign

converted at a rate of…

Aggregate

Segmented

User-centric

Integrated

Predictive

GPeC Summit 11-May-2015 | @SimoAhava

24.16%

New Visitors , landing on our website through the Januar y Facebook

campaign, converted at a rate of…

Aggregate

Segmented

User-centric

Integrated

Predictive

GPeC Summit 11-May-2015 | @SimoAhava

3.14%

Returning Customers, bet ween the ages 17-24, who landed on our website

through the Januar y Facebook campaign, converted at a rate of…

Aggregate

Segmented

User-centric

Integrated

Predictive

GPeC Summit 11-May-2015 | @SimoAhava

Based on data from our integrated systems, on seasonality, on past performance,

and on the competitive landscape, we recommend optimizing for these milestones…

Due to untrustworthy metrics, it might be better to look at a site through funnels.

GPeC Summit 11-May-2015 | @SimoAhava

2

Enhanced EcommerceFor Universal Analytics

GPeC Summit 11-May-2015 | @SimoAhava

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Traditional eCommerce

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Traditional eCommerce

transactionId

revenue

products

1 x conversion

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

Checkout funnel step 1

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

Checkout funnel step 1Checkout funnel step 2

GPeC Summit 11-May-2015 | @SimoAhava

Session start Receipt page

Enhanced eCommerce

transactionId

revenue

products

1 x conversion

Product impression

Impression click

Product detail view

Add to Cart

Checkout funnel step 1Checkout funnel step 2

Checkout funnel step 3

Enhanced Ecommerce allows you to focus on general trends

or zoom in on an individual segment or product

GPeC Summit 11-May-2015 | @SimoAhava

GPeC Summit 11-May-2015 | @SimoAhava

1. Implementation

GPeC Summit 11-May-2015 | @SimoAhava

1. Implementation

2. Activation

GPeC Summit 11-May-2015 | @SimoAhava

1. Implementation

2. Activation 3. New reports

GPeC Summit 11-May-2015 | @SimoAhava

Shopping Behaviour Analysis

Horizontal funnel to identify pain points at a glance

Ouch!

GPeC Summit 11-May-2015 | @SimoAhava

Shopping Behaviour Analysis

Quick segmentation for Sessions and Abandonments

Segment to identify problems!Ouch!

Ouch!

GPeC Summit 11-May-2015 | @SimoAhava

Checkout Behaviour Analysis

Identify problems in the checkout funnel

Ouch!

GPeC Summit 11-May-2015 | @SimoAhava

Checkout Behaviour Analysis

Quickly create segments for in-depth analysis

GPeC Summit 11-May-2015 | @SimoAhava

Product Performance

Identify missed opportunities by best potential

Ouch!

Ouch!

GPeC Summit 11-May-2015 | @SimoAhava

Product Performance

Identify missed opportunities by category

Ouch!

Ouch!

Ouch!

GPeC Summit 11-May-2015 | @SimoAhava

Product List Performance

Analyze product listings & lists on the site

Ouch!

Ouch!

Ouch!

GPeC Summit 11-May-2015 | @SimoAhava

Internal Promotions / Coupons

Measure effectiveness of on-site promotions

Enhanced Ecommerce is not just a reporting tool

GPeC Summit 11-May-2015 | @SimoAhava

GPeC Summit 11-May-2015 | @SimoAhava

Optimize your product lists, offers, list positions, and descriptions for maximum profit

GPeC Summit 11-May-2015 | @SimoAhava

Convert your Enhanced Ecommerce segments into Remarketing Audiences

GPeC Summit 11-May-2015 | @SimoAhava

Fix your calls-to-action, minimize funnel abandonment

What is Enhanced Ecommerce?

GPeC Summit 11-May-2015 | @SimoAhava

A schema that expands a single metric (Transaction / Conversion Rate) and turns it into funnels.

An optimization tool especially for identifying missedopportunities.

A way to navigate around the limitations of a heavily biased platform like Google Analytics.

Implementation tips & ideas…if you can’t make it to my workshop tomorrow…

GPeC Summit 11-May-2015 | @SimoAhava

Use a Data Layer

GPeC Summit 11-May-2015 | @SimoAhava

Use a Data Layer

GPeC Summit 11-May-2015 | @SimoAhava

Use Google Tag Manager

GPeC Summit 11-May-2015 | @SimoAhava

Works beautifully with a Data Layer

Relatively trivial to implement new tags

Short time-to-market for changes in the page template or Data Layer

Recognize the limitations

GPeC Summit 11-May-2015 | @SimoAhava

Session-scoped :(

Only works with a specific, albeit common,type of webstore

Very little room for customisation

Practise with the Live Demo

GPeC Summit 11-May-2015 | @SimoAhavahttp://enhancedecommerce.appspot.com/

THANK YOU

[email protected]

GPeC Summit 11-May-2015 | @SimoAhava

www.simoahava.com

Twitter: @SimoAhava

Google+: +SimoAhava