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 info@reaktor.com
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
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.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
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
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
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
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
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 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/
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